alternative IDs

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

In today’s newsletter: Criteo invests heavily in the Privacy Sandbox; the open web is not too big to fail; and Amazon aims to grow its ad business to rival Google’s and Meta’s.

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.

Advertisers are turning the spigot back on. And PubMatic’s investments are paying off. The SSP reported 14% year over year revenue growth in Q4, powered by 9% growth in display.

Some marketers failed to heed the warning signs that their relationship with third-party cookies was coming to an end. But the time to move on is now. Fortunately, there are plenty of other addressability solutions in the sea.

Raptive and others aren’t convinced that the insights gleaned from Chrome’s current state, with some 30 million users sans cookies, will reflect the final state of targeted advertising on the web.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

With support from Google, WPP-owned GroupM announced a new initiative to integrate Privacy Sandbox tests into the media plans of select clients over the coming year.

With last year’s lingering slide in ad spend, PubMatic sees itself playing the long game by innovating in CTV and retail media, leaning into the SPO trend and adopting cookieless tech.

What happens when you get a bunch of smart, technical, pissed off publishers and SSPs in one room? Here are some of the spicier things AdExchanger overheard at the inaugural Prebid Summit.

A significant number of solutions that claim to be cookieless, including unified IDs and cohort-based targeting, still rely on IDs. These solutions will find it extremely difficult to achieve the scalability required to become a true successor to cookie-based advertising.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Chasing Influencers The creator economy spending frenzy that began in 2020 has fizzled. Investor funds ran dry, which means most of the startups and businesses built on short-term platform creator funds and VC rounds are unlikely to find a happy exit. “It was the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. No Alternative Third-party cookies are not the future of digital advertising in the EU (or anywhere for that matter). But it looks like alternative IDs may not be either. European publishers are pushing back against alternative IDs that use publisher data to build […]