Identity

In a world without cookies, ads aren’t viewable and yield goes down. But it’s still early days. Mediavine SVP Amanda Martin shares early results from its Privacy Sandbox tests.

G/O Media introduced a new contextual targeting solution that combines first-party contextual signals and data on audience browsing behavior to create cross-site contextual segments that can be activated programmatically.

Reddit generates “substantially” all of its revenue through advertising, and its S-1 filing reveals its strategy for licensing data and becoming “the leader in contextual advertising.”

The partnership announced on Thursday between MediaMath’s new owner, Infillion, and programmatic media buying platform AdLib isn’t a typical integration. It’s what you might call a reintegration.

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.

In today’s newsletter: Buyers are relatively blasé about made-for-advertising sites; Meta is riding high, having fully adapted to ATT, while Google’s search dominance is under threat; and Publicis Groupe reports strong growth.

The gap analysis of the Privacy Sandbox is out – and the gap is large. Plus, a case for why hype about first-party data hasn’t been matched in reality.

The industry is “at a critical inflection point in our digital evolution,” David Cohen told attendees at the 1,200-person-strong Annual Leadership Meeting in Florida on Monday.

Fyllo will shift its focus from targeted ad compliance in highly regulated verticals – namely, legalized weed – to more general contextual targeting. The company is also rebranding as Fyllo|Semasio.

Getting personalization right remains tricky, and AI will only make it trickier. Then, inside Privacy Sandbox testing and the rise of curation tech.

It takes a publisher around six weeks on average to test and deploy a new identity solution, not to mention the maintenance they have to do over time. No wonder publishers are stressed out.

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.

To better service clients – and help with its own bottom line – Havas Media Network is pushing into specialty services.

In a blog post on Wednesday, Google’s senior director of product management, Victor Wong, defended the Privacy Sandbox APIs and laid out in very direct terms the flaws Google sees in common criticisms of its sandbox proposals.

The end of third-party cookies is upon us, and independent ad tech is diverging on the best approach for cookieless targeting. Meanwhile, agencies and marketers are zooming out from programmatic to a bigger picture that’s focused on first-party data.

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

Instead of opining seriously on what the end of third-party cookies in Chrome means for advertisers or spilling yet more ink deliberating on the cookieless future, let’s get goofy.

MediaWallah made a new identity verification product to help standardize labels and definitions for CTV inventory because the ad industry still struggles to classify what counts as CTV and what doesn’t.

Given the deprecation of third-party cookies and the reemergence of contextual targeting, 2024 could be a big year for in-game ads – so long as game publishers position themselves as a source of premium inventory.

By this time next year, advertisers will need to have already put their post-cookie campaign strategies in place. Did advertisers and ad tech companies use the extra time they had thanks to multiple deadline delays wisely or did they procrastinate?

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

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. When Ad Dependence Is Independence Buried in a worthwhile Economist longread about mainstream news and The New York Times struggling to balance revenue needs with journalistic standards is an interesting nugget about the value of an ad-based business versus one that relies on […]

TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.

Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

Grocery and recipe delivery service Hungryroot has a revolutionary method for collecting first-party data from its subscribers. Wait for it … it asks them directly.

23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.

With support from Google, WPP-owned GroupM announced a new initiative to integrate Privacy Sandbox tests into the media plans of select clients over the coming year.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sweet Tooth In an alternate universe, perhaps, Chrome met its original deadline, and advertisers are 18 months beyond third-party cookies. But here we are, two can-kicks down the road, and some industry observers think Chrome won’t make its 2024 deadline either, Insider reports. […]

First-party data is bolstering Slickdeals’ direct sales efforts and offsetting an industry-wide decline in programmatic CPMs. That data is also making ad targeting more effective for its native retail media inventory as demand for retail ads ramps up.