Data-Driven Thinking

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.

There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.

There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.

The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.

Global Privacy Controls should be less of an on/off switch, and more of a dimmer switch that reflects online privacy preferences across a continuum from restrictive to permissive.

Change is coming quickly in the digital advertising industry. With so much shifting, here’s what’s top of mind for Prebid members, based on feedback from a cross-section of the top companies in the industry.

Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?

Is consolidation among clean rooms actually going to make things any cleaner when it comes to collaboration, accessibility and pricing?

Advertising is now a regulated industry. And with enforcement coming at the state and federal level, data privacy standardization is an urgent issue.

URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.

New requirements with respect to the processing of children’s data are occurring at the U.S. state level and seemingly flying below the radar. Here’s how these changes could impact targeted advertising in the United States.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

Google and Meta are playing with fire. Their opaque refund practices have already exposed them to customer blowback – and could lead to class-action lawsuits by disgruntled advertisers.

If you’re using retail media or commerce marketing for the bottom of the funnel only, then you’re missing out on major opportunities.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.

When Google finally stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. But it’s unlikely that Google’s cookie deprecation plans will ever be fully fulfilled.

Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.

There are a number of landmines in the world of generative AI. Here’s what to watch out for and how to avoid them.

As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.

Some marketers failed to heed the warning signs that their relationship with third-party cookies was coming to an end. But the time to move on is now. Fortunately, there are plenty of other addressability solutions in the sea.

The question isn’t whether Google will fall, but whether its time is near. And, if so, what will finally bring it down?

The anonymous alphanumeric string made and lost fortunes in its short but eventful life. It was best-known for something it wasn’t actually designed to do: targeting ads.

“Standard advertising services” shouldn’t include recording intimate patient-doctor conversations to help drug companies guide doctors on how to push opioids.

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

How can we establish guardrails for the use of generative AI while supporting creative exploration? As banal as it sounds, the answer is to create a comprehensive gen AI policy.  

The push for more privacy-compliant ad targeting, combined with recent advancements in the use of on-device signals like location and biometric data, could mean the industry is finally primed to unlock mobile’s true value.

Lawmakers are busy playing politics, and it’s getting in the way of creating safety guardrails for children’s privacy online.