Balancing Accuracy, Richness And Scale For Effective Audience Targeting
Historically, media buying has been all about scale, even if it meant outrageously false population counts on audience segments.
Historically, media buying has been all about scale, even if it meant outrageously false population counts on audience segments.
Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.
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.
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.
In today’s newsletter: Amazon’s argument that advertisers should trust optimization algorithms over alternative IDs; Japan passes an app store antitrust law targeting Apple and Google; and Google Ads ends support for credit card payments.
Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?
Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third-parties.
Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.
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.