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Leading industry participants launch new initiative to support the development of addressable media in Europe

Founding members – Amobee, Carbon, Comscore, Finecast, LiveRamp, Lotame, Neustar and PubMatic – will work collaboratively across the European media and advertising ecosystem to support the development of a positive, sustainable roadmap for addressable media Leading industry participants Amobee, Carbon, Comscore, Finecast, LiveRamp, Lotame, Neustar and PubMatic, in association with The Project X Institute, announced

This week in identity – Facebook’s post-cookie ad plans, Google befriends publishers, and emerging attention metrics.

Facebook plans for ads beyond IDFA and Cookies Driven by shifting regulations and other moves impacting data collection, Facebook is planning to reengineer its ads business around what it is calling Privacy Enhancing Technologies (PETs) to place more value on privacy. The 3 elements of PETs are: Multi Party Computation; On Device learning; and Differential

This week in identity – Publishers scale back cookieless initiatives, solving Safari, and Programmatic Guaranteed

Publishers scale back post-cookie plans Research from Digiday suggests that publishers are scaling back their post-cookie planning in response to Google’s delayed deprecation.  For instance; the level of publishers preparing for the end of third party cookies remained relatively flat at 68% whilst those worried about their ability to target ads fell from 59 to

This week in identity – Publisher diversification, Japan’s shift to contextual, and UID2 support.

Direct sold ads continue to grow New research from Digiday suggests publishers’ pandemic-driven revenue diversification is being dialled back with ads largely dominating. 63% of publishers now claim that direct sold ads are a “large” part of their revenue, a significant change from 38% 12 months ago. Subscriptions (24%), programmatic ads (39%) and affiliate (13%)

Automated Categorisation

Carbon automates the process of identifying, mapping and optimizing page categories and data signals so publishers can easily identify and package audiences for the marketplace with efficiency.

3 key activities publishers can do to prepare for 2023

Announced at the end of June 2021, Google’s delay of deprecating 3rd party cookies was met with a huge sigh of relief by publishers and buyers alike.  The gift of time is priceless – publishers should use the time to take control of their identity and consumer engagement strategies.  Refining first party data strategies whilst

Future proofing identity

Through agnostic interoperability, adoption of key standards, and data science-driven innovation we will ensure our clients can work flexibly with 1st party data, 3rd party data and identity solutions, alongside modelled and contextual solutions that will provide further scale.

Carbon is now part of Magnite.