Identity

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.