Identity

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

Debrief on the CMA’s biggest issues with the Privacy Sandbox highlighted in its latest report. Then, a vibe check on the Newfronts.

If you’re looking for a think piece about what Google’s most recent third-party cookie deprecation delay means for the online ad industry – this isn’t it. 😅

Yahoo is expanding its identity solutions to CTV media to make it easier for digital marketers to incorporate CTV within their digital media plans.

Cookie deprecation and the reduced availability of mobile ad IDs is rocking the ad tech ecosystem. But signal loss is also an opportunity for a younger company to build new privacy-preserving targeting technology and grab market share, according to Remco Westermann MGI CEO.

Only a small handful of identity solutions will still be standing within the next five years, according to ID5 CEO Mathieu Roche – and he intends ID5 to be one of them.

In today’s newsletter: The internet doesn’t have enough data to train generative AI models; publisher squabbles over the Privacy Sandbox could delay cookie deprecation; and a federal privacy law is in the works.

In today’s newsletter: Google’s ad strength meter could push advertisers to adopt Google’s campaign preferences; Home Depot hosts an “InFront” to show off its RMN, Orange Apron Media; and the Privacy Sandbox rollout could do serious damage to the online ad industry.

Gathering information from industry insiders is a critical part of the CMA’s evaluation process, says Chris Jenkins, director of the its Digital Markets Unit.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

On Tuesday, iHeartMedia-owned Triton Digital acquired AI brand safety and suitability startup Sounder in a bid to improve its programmatic chops.

Now, advertisers have more flexible access to the MTA’s four million daily riders while they’re inside the stations, waiting for their trains.

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.

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

New contextual targeting tools use generative pre-trained transformers (GPTs) to analyze websites and and build contextual audience segments. The companies behind them believe that GPTs can address some of the problems that plague contextual targeting.

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.