Identity

Whenever a new privacy rule comes on the scene, people immediately look for a workaround. Virginia’s ban on the sale of precise geolocation data will be no exception; its narrow definition of a “sale” almost dares people to try.

With deterministic data like cookies becoming less reliable, advertising’s real value comes from being able to predict where audiences will be and how and when to reach them.

Walmart Connect is adding a second DSP partner: Yahoo DSP. Plus: It looks like location data is being used to spy on the military now.

Email targeting in CTV has a credibility problem as buyers and sellers question whether one-to-one identity even fits a channel built for broader reach.

Coming back from POSSIBLE last month, one thing stood out to me: Streaming TV has entered a much more operational phase. The conversation has evolved from where streaming is headed to how marketers drive better performance today. The content and conversations focused on how AI can improve campaign execution, how data can sharpen targeting and measurement and how channels work together within broader omnichannel strategies.

TTD confirmed that this CTV publisher’s errors would have made its UID2s useless for ad targeting. But TTD also said it wouldn’t have had enough information to flag the issue.

People Inc. previewed plans to downsize by focusing mainly on its key properties. The strategy makes sense considering its publishing portfolio has lost about two-thirds of its Google traffic.

Whose Mess Is This? One unwritten rule for advertising and analytics platforms is to never make dramatic overnight changes that impact a customer’s day-to-day life. Quiet overhauls can wreak havoc in the background on identity graphs, targeting capabilities, software plugins, server setups, etcetera. But the customer UI usually exists at a safe remove, like the […]

Surprise! Platforms ignore users opting out of ad tracking; the marketing machine claims credit for Geese’s popularity; and Meta’s MAGA-friendly moderation makes an unforced error.

The effect wasn’t just limited to news content. The Reuters.com/lifestyle vertical also had some of its brand-suitable pages blocked.

The industry has spent years debating third-party cookies, but AI has settled the debate. First-party data isn’t just preferred; it’s structurally necessary. And the capital is already moving.

An upcoming paper from CIMM doesn’t just demonstrate that differences in media quality can be measured. It also argues that tying media value to short-term outcomes has perpetuated longstanding industry challenges.

Future’s new Helix ad optimization solution adds AI-powered data science and predictive modeling to its in-house audience platform.

AI in advertising has gone from a buzzword to a full disruptor in what feels like just a few months. If CES was any indication, there is no sign of this slowing down.

Publishers can reach relevant audiences at scale and with greater specificity through Optable’s new planner agent.

The metaverse hype is over; Apple Maps forays into advertising; and streamers vie for HBO Max and the WBD studio archive.

AudienceMix, a new curation startup, aims to make it more cost effective to mix and match different audience segments using only the data brands need to execute their campaigns.

E.l.f. Beauty’s “So Many Dicks” campaign targets corporate leaders via contextual advertising with the goal of increasing diversity in corporate boardrooms.

Traffic-starved publishers are hopeful that their long-undervalued audience data will fuel advertising’s automated future – if only they can finally wrest control of the industry narrative away from ad tech middlemen.

ID5 bought TrueData mainly to tackle what ID5 CEO Mathieu Roche calls the “massive fragmentation” of digital identity, which is a problem on the user side and the provider side.

Chrome kept cookies and killed the Privacy Sandbox, but at least we got some great comics out of it.

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

Publishers, brands and agencies today are navigating a new landscape. With rising consumer expectations and evolving regulations, delivering personalized campaigns requires a fresh approach.

Google’s aborted cookie crackdown ends with a quiet CMA sign-off and a sweeping phaseout of Privacy Sandbox technologies, from the Topics API to PAAPI.

Advertisers are still having a lot of the same brand-safety problems today as he did years ago – and it’s pretty damned frustrating.

The layoffs reflect a strategic decision on People Inc.’s part to free up money to invest in growth areas, according to CEO Neil Vogel’s memo to employees.

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

For too long, marketers have been stuck in a false dilemma: Do you want reach, or do you want relevance? Mass exposure, or accurate targeting?

When Google reversed its decision to deprecate third-party cookies, the first word in ID5 CEO Mathieu Roche’s mind was an expletive. But it doesn’t really matter what happens with cookies on Chrome anymore. “Most of the industry has moved past the notion that cookies were good enough to target and measure advertising on the web,” Roche says.

New social media content moderation policies will enable connections with audiences that reflect a broader range of perspectives, expand inventory, and provide opportunities for contextual alignment.