Identity

On Thursday, TV measurement company Samba TV announced its acquisition of audience data and contextual targeting solution Semasio.

Using lockrKeys, publishers can turn vendors on and off without a direct integration or the need to sign separate agreements with each of their data partners.

Dotdash Meredith’s Lindsay Van Kirk says the cookie-based buying tools she helped develop in her early career at AppNexus placed too much value on unreliable third-party audiences. But contextual tools like DDM’s D/Cipher, which she now oversees, can build a better ad ecosystem for buyers and sellers.

During certain periods this year, advertisers blocked more than 40% of The Washington Post’s inventory over brand safety concerns.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

Colgate-Palmolive redesigned all of its consumer-facing sites and apps to make it easier to collect opted-in first-party user data.

In today’s newsletter: Walmart’s hottest growth drivers are ads and subscriptions; why The Trade Desk’s UID 2.0 could be regulators’ next target; and how the growth of CTV content fortresses is preventing breakout streaming hits.

The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.

Ad revenue was helped along by 9% growth in unique visitors to the top sites in DDM’s portfolio. Programmatic ad rates were up roughly 36% in Q2, spurred by adoption of DDM’s D/Chipher contextual targeting solution.

ChannelMix is InMarket’s fifth deal within as many years.

What will Chrome’s third-party consent look like? We offer our best guess. Plus, we spotlight the controversy around ID bridging. The tactic supplies IDs for cookieless inventory through a spectrum of approaches, and not all of them are buyer-approved.

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

For some, Chrome’s news that it’s keeping third-party cookies was a moment of vindication. But was it a cruel blow to partners that tested the Privacy Sandbox in good faith?

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

Keep the cookies; hold for consent. We unpack Google’s reversal on third-party cookies and what it means for the ad industry, which was preparing for a cookieless future.

The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging? 

Third-party cookies weren’t getting the job done for Indeed. So, two years ago, Indeed began working closely with LiveRamp to create a new audience engagement strategy that isn’t as vulnerable to third-party cookie deprecation.

With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.

Yahoo may have earned itself a stay of execution with The Trade Desk. Plus, TV buyers are clinging to Nielsen for yet another upfront season.

Google is testing a new badge for shopping-related searches on some mobile devices. Plus, should brands have political opinions?

Upfront negotiations might take longer than normal this year. Plus, Meta is already in hot water with the EU’s new digital regulations.

The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.

Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.

LegalZoom has been beta testing new tools from communications API provider Twilio that allow marketers to access data from the cloud without needing to call in the engineers.

Wishing you all a beautiful Memorial Day! This classic comic first ran in October 2011.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Walmart’s Writing On The Walls Targeting in aisle three? Beyond selling access to its online ad supply, Walmart is now offering advertisers a way to reach customers while they’re roving physical store aisles, The Economist reports. Theoretically, an advertiser has the best chance of […]

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

In today’s newsletter: Companies looking to sell data target the US market; which media companies to bet on at TV upfronts; and generative AI data licensing is the new publisher revenue stream.

Dotdash Meredith previewed plans for how its OpenAI partnership could provide incremental traffic and scale its contextual targeting capabilities across a wider network of sites and media types.

Business Insider released a new targeting tool called SAGA reACT that analyzes the emotional reactions its content produces to create actionable, emotion-driven audience segments.