Ad analytics startups have been springing up lately. The latest example is Memorable AI, a creative testing startup that raised $2.75 million earlier this month, including stakes from MediaLink CEO Michael Kassan and from programmatic vet Brian O’Kelley.
Reach for the stars: That’s the lesson from Procter & Gamble’s quarterly earnings report on Wednesday. Its new measurement approach, which is oriented around the reach metric, is behind a reduction in media spend.
Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for digital advertisers who need to bring performance measurement back to their media plans? Incrementality testing, it seems. “I was a little bit skeptical as to […]
Roughly a year ago, Snowflake launched its Media Data Cloud, a suite of solutions built specifically to serve businesses with media and advertising needs. Fast forward 11 months, and Snowflake is spiking the football with a Data Cloud “world tour” to tout its offering.
The FTC enforces truth in advertising laws with special attention to ads that claim particular benefits to a person’s health or their bank account. But the FTC can only bring so many cases to trial. Which is where the National Advertising Division comes in.
Salesforce quietly introduced a new app in its App Exchange on Wednesday that was developed by The Trade Desk as a way to convert CDP identity data to Unified ID 2.0 (UID2) IDs. “The evolution of ad tech and martech is toward more and more first-party data being stored in cloud databases and in CDPs,” said Ben Sylvan, The Trade Desk’s GM of data partnerships.
What exactly does “premium” mean? It seems the definition varies depending on who’s using it – that “premium” is in the eye of the beholder. But there are some areas of agreement. And the industry isn’t setting the premium bar as high as you might think.
IAB Europe’s litigation with Belgium’s data protection authority (DPA), which began in February with a ruling over the legality of IAB Europe’s Transparency & Consent Framework (TCF), will drag on for another year at least. This week the Belgian appeals court deferred specific questions in the case to the Court of Justice of the European Union. The appeals court will not deliberate until these questions are answered.
While Chrome dallies on the third-party cookie question, Firefox keeps releasing new anti-tracking features. Marshall Erwin, Mozilla’s chief security officer, dishes on everything from cracking down on fingerprinting to its unlikely collaboration with Meta on privacy-preserving attribution technology.
Add MediaMath to the list of Unified ID 2.0 partners. On Tuesday, MediaMath announced its integration with UID2, which is an open-source industry initiative, spearheaded by The Trade Desk, that aims to replace third-party cookies with hashed and encrypted email-based IDs.
