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»Online Advertising

The Industry Reacts To Google’s Bold Claim That FLoCs Are 95% As Effective As Cookies

Google’s announcement on Monday that cohort-based advertising can be nearly as useful as third-party cookies raised a few ad tech eyebrows. Some were left wondering exactly how Google reached its conclusion that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising. Although Google shared information... Continue reading »
by Allison Schiff // January 26th, 2021 //
»
Google Claims FLoCs Can Be Nearly As Effective As Cookie-Based Ads

Google’s been busy in the Privacy Sandbox. Consider: Google’s Chrome browser has a new bird-themed proposal called FLEDGE that builds on TURTLEDOVE. The company is also making its proposal for interest-based cohorts – or FLoCs [aka, federated learning of cohorts] – available for public developer testing starting in March. And finally, on Monday Google shared the latest... Continue reading »
by Allison Schiff // January 25th, 2021 //
»
The Trade Desk Seeks PRAM’s Blessing On Unified ID 2.0

The Trade Desk is looking for the industry’s stamp of approval for the open source Unified ID 2.0 framework. On Thursday, in response to a recent call from the Partnership for Responsible Addressable Media (PRAM) for input on potential new technologies to replace cookies and other identifiers, The Trade Desk submitted the code for UID... Continue reading »
by Allison Schiff // January 21st, 2021 //
»
Google Ad Manager Maintains Lead In Latest Advertiser Perceptions SSP Report

Google Ad Manager remains on the top perch across almost every category in the latest Advertiser Perceptions report. Though the pandemic transformed the buy side of the advertising business, giving Amazon Publisher Services a huge boost, the sell side saw more of the same. Publishers leaned into the partners they already used and were comfortable... Continue reading »
by Sarah Sluis // January 14th, 2021 //
»
Advertiser Perceptions: Google Looms Large Over The ID Resolution Market, But Indies Are Also Making A Splash

Google utterly dominates the identity resolution marketplace, with LiveRamp and Salesforce trailing in the middle distance. That’s according to the most recent Advertiser Perceptions ID resolution marketplace report, which found that most advertisers and agencies (29%) use Google as their primary identity resolution solution. That number drops to 13% apiece for LiveRamp and Salesforce. Amazon,... Continue reading »
by Allison Schiff // January 5th, 2021 //
»
IRIS.TV, a video research and intelligence company with its own contextual video marketplace, is joining the Unified ID 2.0 initiative.
Contextual Video Marketplace IRIS.TV Throws In With The Unified ID 2.0 Initiative

You didn’t think 2020 would end without at least one more Unified ID 2.0 announcement, did you? IRIS.TV, a video data platform with its own contextual video marketplace, is joining the Unified ID 2.0 initiative, the company said on Wednesday. UID 2.0 is an open source identifier based on email addresses that’s part of the... Continue reading »
by Allison Schiff // December 23rd, 2020 //
»
SSP OpenX said it plans to adopt the open source ID, the initial development of which was spearheaded by The Trade Desk.
OpenX Is Latest SSP To Join Unified ID 2.0

It’s getting cozy over in Unified ID 2.0 Land. SSP OpenX said on Tuesday it plans to adopt the open source ID, the initial development of which was spearheaded by The Trade Desk. Unified ID 2.0 proposes using hashed and encrypted email as the basis for identity and as a replacement for third-party cookies. Specifically,... Continue reading »
by Allison Schiff // December 16th, 2020 //
»
The Fabrick ID is a pseudonymized token that brands will be able to use to create cross-media linkages between advertiser demand and publisher inventory.
Neustar Is Latest To Roll Out A Cookieless ID

Third-party cookies are going away, mobile ad IDs will soon be harder to come by – and the advertising ecosystem is responding with a flurry of deterministic identifiers of its own. LiveRamp has an ID, Nielsen’s got one, the industry is starting to coalesce around Unified ID 2.0 and, on Wednesday, Neustar launched Fabrick ID. Fabrick... Continue reading »
by Allison Schiff // December 16th, 2020 //
»
Neustar has added PeLICAn to the Privacy Sandbox, a proposal it hopes will trigger a serious discussion about cookieless measurement in Chrome.
Meet PeLICAn, Neustar’s Measurement Proposal For The Privacy Sandbox

Neustar has a call to action for members of the W3C’s Improving Web Advertising Business Group: Don’t forget about measurement. In early December, Neustar added a proposal to the Privacy Sandbox with the aim of triggering a conversation about how privacy-safe measurement could be done on Chrome without third-party cookies. The proposal is named after... Continue reading »
by Allison Schiff // December 11th, 2020 //
»
Bob Lord, IBM’s SVP of cognitive applications and blockchain
On AI And Ad Tech: 3 Questions For IBM’s Bob Lord

IBM has been banging the drum for years about the role artificial intelligence can play to support everything from cancer treatment to retail personalization. More recently, though, IBM has started to prioritize practical advertising applications of its cognitive computing system, Watson. Last month, IBM brought its AI to ad tech through partnerships with Xandr, Magnite,... Continue reading »
by Allison Schiff // November 23rd, 2020 //
»
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