If an alternative identifier is present in the bidstream, and no one transacts on it, does it make a sound? The availability of alt IDs in open auctions has steadily increased, but demand has yet to catch up with supply.
Agencies now have more breathing room to think carefully and be strategic about signal loss solutions, because signal loss isn’t just a third-party cookie thing, says Sisi Zhang, chief data and analytics officer at Razorfish. Specifically, she says, brands need to spend more time testing alternative identifiers.
We should welcome the opportunity to be part of identity’s path forward, now that we’ve released ourselves from the shackles of the cookie, writes Mark McEachran, SVP of product at Yieldmo.
Smart TV makers are starting to adopt The Trade Desk’s UID 2.0. Plus: Podcast advertising revenue growth slows down.
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.
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
Despite their perilous position, some companies still aren’t preparing for the end of third-party cookies. But the lack of testing isn’t because they aren’t concerned.
Ad industry veteran and event stage mainstay Amanda Martin is taking on a new role as Mediavine’s SVP of partnerships and business strategy. Martin will be moving from the buy side to the sell side after a nearly eight-year stint at ad agency Goodway Group.
The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?
The advertising and ad technology industries undergo a major landscape shift every five years or so, and we’re in the middle of a seismic change with third-party signal loss. As with every exploration and monetization of a new frontier, the next era of digital advertising requires a recommitment to shoulder-to-shoulder collaboration, writes Bob Walczak, CEO of MadTech Advisors.
