The Trade Desk launches OpenPath The Trade Desk announced OpenPath this week, a new product that reportedly allows advertisers to buy programmatic ads directly from premium publishers in order to make ad buying cheaper and more transparent. However, the move also means cutting out Google Open Bidding – and others – from their ad buying …
The regulators: IAB Europe’s TCF falls short On Thursday 2nd February 2022, the Belgian data protection authority (APD) published its final decision on a long running complaint against the IAB Europe’s TCF – the Transparency & Consent Framework. The TCF sets the standard for collecting Internet users’ permission to process their data for behavioral advertising …
Google changes Topics of conversation The big Google news this week was their announcement of their FLoC replacement: Topics API. Rather than grouping users together, Topics enables the Chrome browser to learn about the individual’s browsing behaviours, recording information about the sites they have visited for the previous 3 weeks and storing it. Topics will …
Publishers focus on subscriptions despite ads growth Further insights from Digiday’s latest publisher research show where publishers see revenue growth in 2022. Overall, 75% of publishers expect ad revenue growth in 2022; with 47% expecting subscriptions revenue growth and 47% expecting ecommerce growth. Whilst it seems obvious that 73% of publishers with established subscriptions businesses …
European calls for ad tracking limits European parliament is supporting ad targeting limits after adding new clauses to the draft Digital Markets Act (DMA), which will apply to those with turnover of over €8bn in the European market and valued at over €80bn. Whilst still only a draft the key elements will mean that big …
Identity: Cookie deprecation driven losses; can Google save FLoC2; and non-AMP ad throttling A lotame study released last week suggested 57% of marketers expect 10-25% revenue decrease from cookie deprecation. In a bid to avoid these losses – and maintain privacy compliant audience targeting – email-based identity solutions (66%) were the most popular choice of …
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 …
Strong ad revenue reports According to AA/Warc, UK adspend will hit £29.3bn in 2021 – 24.8% up year-over-year – with Q4 representing a record high for any quarter on record at £7.9bn. All areas saw strong recovery in Q2 2021 with some key digital highlights including video-on-demand (112% up YoY), online magazines (155.5% up), and …
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, …
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 …