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 …
Identity: Topics silver lining, NewsPassID passes pilot phase, and LiveRamp-Pubmatic solution An article from Digiday this week highlighted the potential silver lining of Topics API, including the power of publisher first party data, specifically served via publisher-provided IDs. Whilst publishers tend to keep their PPIDs within their own systems to avoid data leakage, Google is …
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 …
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 – including pop ups asking for permission …
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 …
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 …
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 …
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 …
UID2 hits roadblocks in Europe Whilst beta testing takes place in US & Canada, UID2 face roadblocks in Europe as GDPR and potential violations is reportedly scaring potential administrators off, though The Trade Desk notes that it’s working to comply with GDPR. Joshua Lowcock – exec VP & chief digital officer at UM Worldwide – …
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 …