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»Data

IBM Sets Its Sights On Cookieless Retargeting

When people decline tracking cookies or use already-cookieless browsers, such as Safari and Firefox, it can prevent brands from reaching potential customers who may be interested in seeing their ads. “Cookie blocking is completely understandable, and I support everybody’s right to make those choices,” said Richard Brandolino, IBM’s global media channels and ad tech lead.… Continue reading »
by Anthony Vargas // August 8th, 2022 //
»
Buyers Are Dragging Their Heels On Seller-Defined Audiences Over A Lack Of Transparency

Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Seller-defined audiences is a technical spec that was released by the IAB Tech Lab earlier this year to help publishers monetize their first-party data on the open web. Problem is, although publishers are eager to test the performance… Continue reading »
by Anthony Vargas // August 3rd, 2022 //
»
Monetization Startup ArcSpan Has A New Tool To Help Publishers Use Contextual Taxonomies

A lot of ink has been spilled about the value of a publisher’s first-party data, but publishers can’t effectively monetize their data programmatically if they don’t have a standardized way to categorize it. For example, one of the reasons buyers have been reticent to test the IAB’s Seller-Defined Audiences (SDA) spec is because it’s not… Continue reading »
by Anthony Vargas // August 1st, 2022 //
»
Concerns About Advertising Using Health Data Are Rising. Where Does HIPAA Apply?

The Health Insurance Portability and Accountability Act (HIPAA) is the most mature and comprehensive health data protection law in the US. (It passed in 1996.) But does this patient data protection law apply to data-driven advertising and online data collection? The answer is yes and no.
by Alyssa Boyle // August 1st, 2022 //
»
Industry Reaction To Google’s Third-Party Cookie Delay: ‘Depends How You Feel About Purgatory’

Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. This second delay drew “maybe half an eyebrow raise,” said Peter Barry, VP of addressability at PubMatic. The longer runway will give advertisers and publishers more… Continue reading »
by Anthony Vargas // July 29th, 2022 //
»
Meet Sincera, The Ad Tech Web Crawler That Wants To Disrupt The Verification Market

Having a profile on a dating app doesn’t mean that you’re dating. It just means you’re out there. The same could be said for many (of the many) cookieless identifiers on the scene. They’ve been deployed by publishers – the code is on the page – but they aren’t getting picked up in the bidstream. “You… Continue reading »
by Allison Schiff // July 27th, 2022 //
»
Location Data Is The Main Driver For Transit App Moovit’s New Ad Platform

Advertisers love a captive audience, and there are few audiences more captive than mass-transit riders. So it was perhaps inevitable that Intel-owned urban mobility app Moovit would launch an ad platform. (Isn’t everyone?) Moovit’s advertising service is now live everywhere its app is used.
by Anthony Vargas // July 26th, 2022 //
»
AdExplainer: Data Clean Rooms

Over the past two years, data clean rooms have exploded onto the programmatic advertising scene, and they’re already at the center of some of the most exciting new partnerships and growth opportunities. But despite their rapid adoption, the definition of what a data clean room is – and all of the related nuance – is not… Continue reading »
by James Hercher // July 25th, 2022 //
»
InfoSum Launches Clean Room Interoperability Product Platform Sigma

The current web of disconnected clean rooms is like rows and rows of magnets facing the same way, so nothing actually happens. InfoSum announced a new software, Platform Sigma, to try and give its clients a better way to share depersonalized data with each other and their data vendors of choice – which could also help solve for measurement.
by Alyssa Boyle // July 21st, 2022 //
»
Publishers Want To Test Seller-Defined Audiences, But Buyers Aren’t Interested While Third-Party Cookies Are Still In Play

What’s the ETA on publishers testing SDA? The IAB Tech Lab’s seller-defined audience (SDA) spec is touted as a key contextual targeting alternative for the post-third-party-cookie digital ad ecosystem – one predicated on privacy-friendly addressability and publisher first-party data monetization. But it’s still early days for SDA, which was first made available for testing via… Continue reading »
by Anthony Vargas // July 18th, 2022 //
»
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