Identity

In 2016, Heineken USA embarked on a customer data strategy to understand more about its consumers and to help drive brand awareness. Since that time, privacy regulations in Europe, California, Virginia and elsewhere have rolled out, and Apple will soon make IDFA opt-in, likely limiting its use for advertisers. The world’s second-largest beer maker was […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Audit Demanded Remember when the TV networks and Nielsen got into a pretty big fight because Nielsen didn’t do such a great job of measuring TV audiences during the pandemic? Well, CBS, ABC, NBC and other TV networks are now calling for an audit […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Hugo Loirot, partner and managing director at fifty-five.  What do people remember about Einstein’s work? E=mc2. Thousands of pages of Descartes writings? Cogito, ergo sum. The Eagles’ thirty singles? Hotel […]

Privacy Sandbox may have just hit a serious snag. In a document published last week, the Technical Architecture Group (TAG), a prominent working group within the World Wide Web Consortium, referred to the first-party sets (FPS) proposal within the Privacy Sandbox as “harmful to the web in its current form.” TAG also cast doubt on […]

The third-party cookie may be going away, 80 identity solutions are vying to fill that void, according to analysis by marketing trade group MMA Global and Prohaska Consulting. Even the savviest CMOs have difficulty keeping up with the different identity reconstruction options, said CEO Greg Stuart. “We are at a neophyte level,” he said. Naming […]

As ecommerce advertising becomes more expensive on Facebook, Jeremy Bloom, co-founder and chief revenue officer of tech startup Marpipe, said that brands need to take a data-driven approach to creative testing instead of relying on antiquated “spray and pray” A/B testing methods. Marpipe was founded by 26-year-old CEO Dan Pantelo and last year launched an […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Consider 2021 the age of consent. The end of third-party cookies is pushing nearly everyone in the supply chain to try to figure out how to get consumers to opt in – including a growing number of ad tech companies that are attempting to create their own consumer-facing consent mechanisms. It’s a new and largely […]

Marketers can build better customer experiences if they can find their customers as they pop up in different parts of their buying journey – visiting the website, buying a product in an Instagram story, viewing an ad or seeking customer support. To enable this visibility, LiveRamp built a native connection into Google Cloud Platform. Previously, […]

Local news publishers aren’t waiting around for ad tech vendors to solve their third-party cookie problems for them. In late March, the Local Media Consortium (LMC) launched NewsPassID, a single sign-on solution and ad network, designed to help the 5,000 local publishers represented by the LMC to aggregate their first-party data and clean up their […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. What Happened, Adobe?  Adobe once avidly pursued digital advertising, but its passion has cooled. Insider’s Lauren Johnson spoke with five former employees to understand what happened. A big part of the reason was an unwillingness to do anything that isn’t self-serve, culminating in the […]

We might be running out of birds. There are now two different post third-party cookie proposals dubbed SWAN, in addition to COWBIRD, Dovekey, FLEDGE, FLoC, Gnatcatcher, MURRE, PARAKEET, PARRROT, PELICAN, SPARROW, SPURFOWL, TEETAR, TERN and TURTLEDOVE. (Yes, these are all real bird types). One SWAN exists within the Chrome Privacy Sandbox and the second, released […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. What, Me Worried? Google’s planned elimination of third-party cookies has big brands revamping their data strategies, but some aren’t too worried about the looming restrictions that won’t allow individual ad targeting. Per the Wall Street Journal, Bacardi has expressed confidence in its ability to […]

Let the FLoC testing begin (but not in Europe, yet). On Tuesday, Chrome started rolling out initial origin testing of its Federated Learning of Cohorts (FLoC) proposal with a small percentage of users in the United States and across Australia, Brazil, Canada, Indonesia, Japan, Mexico, New Zealand and Philippines. “FLoC is still in development and […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mark Sturino, VP of data and analytics, at Good Apple. The “death of the cookie” provides an opportunity for all brands to learn from pharmaceutical marketers and leverage new AI […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Vista Acquires TripleLift Stop me if you heard this one: Vista Equity Partners has acquired a majority stake in an ad tech firm. This time, it’s TripleLift. Read the release. Ronan Shields of Adweek claims Vista invested $1.4 billion, and the deal is expected […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jonathan Stringfield, VP and global head of business marketing, measurement and insights at Activision Blizzard Media and Esports. Since Apple’s announcement of iOS 14 dropping support for IDFA, there has […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Identity Star Neustar is at it again on the identity front. On the heels of rolling out its cookieless Fabrick ID in December, Neustar has launched an end-to-end identity management solution called – you guessed it – Neustar Unified Identity. It is a core […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. We’ll take that as a ‘yes’ The age of email-based identifiers is nigh. But are these cookie replacements actually as transparent about consent as promised? Digiday’s Kate Kaye says mebbe not. “Because many identity technologies, including Unified ID 2.0, use email addresses and other […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Allison Schiff, senior editor at AdExchanger. It’s part of a series of perspectives from AdExchanger’s editorial team. When the big platforms say “jump,” the ad industry warily asks, “how high?” Apple […]

This week, The Big Story records live at AdExchanger’s digital conference: Innovation Labs. While our April 20 one-day event will focus on Ecommerce, and our May 18 event will focus on CTV, our event on March 16 was all about Identity. And the big story around identity, no pun intended, is that it’s still a […]

Advertisers and publishers are bracing for upheaval as two major identifiers commonly used for audience-based targeting are set to go away. But are marketers really prepared for the change? Putting aside the China affair, Apple’s IDFA restrictions could be phased in as soon as this week, while third-party cookies in Chrome will be phased out […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TikTok For Targeting Expect TikTok to start getting more aggressive about ad targeting starting on April 15, Recode reports. For on that very specific date, TikTok’s ads policy is set to change and users will have fewer opt-out options. “You’ll no longer be able […]

The dust is slowly starting to settle after Google’s announcement in early March that it won’t build new ways to track users or support email-based IDs once third-party cookies are phased out in Chrome. But the industry still has heaps of questions. Will publisher-provided identifiers (PPIDs) be used on YouTube? Will buyers and sellers be […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jeff Green, CEO at The Trade Desk. There is an index for the equities markets that tracks volatility called the VIX, used by many to gauge fear or stress in the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Team Work Reddit is moving to give advertisers deeper access to its platform – and rake in some dough. The social platform has signed its first-ever enterprise partnership agreement with Omnicom Media Group, a deal that encompasses OMG’s media-buying shops, including Hearts & Science, […]

Online identity resolution solutions. Two years ago, they were all ambition – but today, they’re undergoing tests and people are starting to figure out how they work, where they work … and where they don’t. In other words, the ad industry is finally  discussing the practical challenges that these solutions must overcome. The biggest and most […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.  Today’s column is written by Zora Senat, VP of Partnerships at Infutor Data Solutions. The world of cookies is evolving. The new cookie-less world will require a different mindset for marketers and advertisers, and the […]

“Calm down.” That’s Magnite CTO Tom Kershaw’s advice, dished out at the IAB’s virtual Annual Leadership Meeting on Tuesday. “If a single blog post from one company about not supporting something sends us all into a frenzy where we think we’re going to lose our minds – perhaps we’re falling off track,” Kershaw said. That’s […]

“The Sell Sider” is a column written for the sell side and contains fresh ideas on the digital revolution in media.  Today’s column is written by Nicole Lesko, SVP of data, ad products and monetization for Meredith. As a publisher, I am exhausted being cornered by every vendor in a murky supply chain and listening to […]