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 …
Latest first party platforms: BestBuy and NBC Retail media growth is a common theme among 2022 predictions, and just one week into 2022 it has been announced that Best Buy Ads will launch this year as the electronics retailer looks to leverage its own first party data to sell ads on and off network. eMarketer …
Identity: PXI aims to bring clarity to audience addressability; LiveRamp & Lotame expand partnership; and more According to Digiday research publishers post-third party cookie plans remain unchanged with first party data, publisher/adtech built solutions, and non-ad revenue streams where appropriate being key focuses. However, the level of publishers still worried has remained similar with 55% …
2022: Ad market keeps growing faster-than-expected According to GroupM’s latest figures digital advertising will account for 64.4% of total ad spend this year; but worryingly it’s big tech that is benefitting most with 80-90% of that (outside of China) going to the parents of Google, Facebook and Amazon. The latter of those also appears to …
Identity: First party PPIDs on Google, Yahoo integrates ConnectID with Merkle, UID2.0 case study This week Google announced new ways for publishers to activate first-party data; specifically enabling the use of publisher-provided identifiers (PPIDs) with Google’s programmatic demand to better customise ad targeting as well as frequency capping and other audience-based ad delivery controls. There’s …
Carbon, the first-of-its-kind revenue management platform, has announced a new strategic alliance with Xandr, AT&T’s advanced advertising company, to leverage Xandr Curate for improved audience deliverability and monetisation. Carbon combines automated categorisation and a scored data taxonomy with real-time revenue analytics to uncover unique first party audiences. This new alliance will enable publishers to activate …
Programmatic CTV spend on the rise The CTV space continues to innovate and grow, and according to Xandr 57% of advertisers will spend more on addressable TV over the next 12 months across major markets. Furthermore, according to eMarketer advertisers are expected to increase their CTV ad spending in the US by 48% year-on-year to …
Reduced urgency in cookieless Digiday revealed that a number of publishers are feeling a lack of cookieless momentum as advertisers pull back on testing budgets following the Google delay. This slowing momentum and industry wide fragmentation is leaving some publishers divided on what to do in the cookieless future. In his AdWeek article, Mark Stenberg …
Privacy: UK could diverge from GDPR The UK government is discussing the possibility of reforming data rules and diverging from GDPR in a post-Brexit shift to turbocharge the digital economy and cut red tape. The move could lead to the end of cookie popups and consent requests, though changes will still need to appease the …