Opinion

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

The expected shift away from third-party cookies might have slid from 2024 into 2025. But the shift is reshaping the marketing and advertising industry in ways that matter today. The need for organizations to prioritize addressability has never been greater. Yet many marketers are still struggling with precisely how to rework their data strategies to be sustainable for the long haul.

MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.

Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.

There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.

There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.

The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.

Habits are easy to form and hard to break. But occasionally, the world helps you out with a giant push toward a better path. With Google (finally) phasing out third-party cookies this year, digital marketers have the chance for a fresh start: It’s time to go beyond surface-level demographics and psychographics to move toward location-based targeting that not just understands interest but predicts intent.

Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.

Global Privacy Controls should be less of an on/off switch, and more of a dimmer switch that reflects online privacy preferences across a continuum from restrictive to permissive.

Change is coming quickly in the digital advertising industry. With so much shifting, here’s what’s top of mind for Prebid members, based on feedback from a cross-section of the top companies in the industry.

As April 15 marks the deadline for filing personal taxes in the US, it’s crucial to bring attention to a less acknowledged but equally significant tax in the CTV landscape. Unlike the annual tax day, the ad tech tax is a perpetual drain on advertisers’ budgets, diminishing their return on investment with every campaign run through the programmatic CTV pipes.

Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?

One morning in the near future, you’ll open your favorite mobile app or visit your favorite website and face a sign-up wall that didn’t exist before. Targeted advertising is under threat.

Is consolidation among clean rooms actually going to make things any cleaner when it comes to collaboration, accessibility and pricing?

Advertising is now a regulated industry. And with enforcement coming at the state and federal level, data privacy standardization is an urgent issue.

URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.

New requirements with respect to the processing of children’s data are occurring at the U.S. state level and seemingly flying below the radar. Here’s how these changes could impact targeted advertising in the United States.

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.

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

If advertisers feel like they need to go out of their way to support journalism, that is proof the programmatic open marketplace is broken. Yet we can’t place all the responsibility on the buy-side; media owners need to develop effective strategies to support themselves.

More than two decades after they ran, Cerveza Cristal’s Star Wars ads are a perfect and unintentional cautionary tale for ad tech vendors pushing CTV ad products like virtual product placements and shoppable content overlays.

Continued low concentration of brand spend in the mid- and long-tail retailer segments could pose an existential threat to grocery businesses, negatively impacting local communities.

If there is one term dominating the headlines right now, it’s AI. With the promise to transform the world as we know it, advertisers need to understand how consumers perceive the use of AI and what drives their sentiment.

Google and Meta are playing with fire. Their opaque refund practices have already exposed them to customer blowback – and could lead to class-action lawsuits by disgruntled advertisers.

If you’re using retail media or commerce marketing for the bottom of the funnel only, then you’re missing out on major opportunities.

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.