This week in publishing – Portfolio approach to addressability; state & rise of retail media; and Reuters Global Trends 2022 report

Portfolio approach to addressability the real winner? IAB Tech Lab CEO, Anthony Katsur, and the IAB are encouraging a portfolio approach to addressability that includes first party data, contextual, and browser APIs, that can apply to existing and new channels such as CTV.  In his AdExchanger pieces Katsur talks about the three buckets that addressability

This week in publishing – Programmatic trends for 2022, Tesco joins the retail media trend, and new SVOD measurement in the UK.

2022: Contextual, CTV, open market, walled gardens, and more Digiday’s Programmatic Marketing Summit Recap highlighted a number of key themes going into 2022 including the continuing test & learn approach for post-cookie solutions.  One solution discussed at the summit was contextual which goes beyond just underpinning much of how we collect & categorise content-based data. 

This week in publishing – Facebook woes create opportunity, FLoC testing delayed, and marketers upping their contextual spending

Facebook outages & whistleblowing could mean opportunities for publishers Whilst Facebook may be left counting the costs of a pretty tough week (e.g. $79m ad revenue loss, billions wiped from its value and huge brand damage), publishers should see the opportunity in Facebook’s woes.  Firstly, Facebook was down for 6 hours on Monday 4th October,

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.

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.

This week in identity – Google delays 3rd Party deprecation

Any recent time spent on Google, Linkedin, Twitter (etc) researching identity in publishing will have quickly got you seeing phrases such as “death of 3rd party cookies”, “cookiepocalypse”, and “the 2022 data crash” – an endless stream of scaremongering and fear-based selling with the false notion that data deprecation will completely upend digital publishing! It’s

Shaping the identity conversation

It’s Q1 2021 and whilst we know third party cookies are going (99.9% certain) it’s less than a year until Google deprecate them and there’s still no definite replacement.  Google’s Privacy Sandbox is one possible replacement, but many of its tools are yet to be tested & verified.  Meanwhile; there’s a host of players bringing

Carbon is now part of Magnite.