Apple ATT

The IAB’s annual advertising outlook has mostly rosy news. Plus, can sludge videos be wielded for good – or, at least, for effective political organizing?

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.

Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie? 

The purpose of ATOM 3.0 is to preserve addressability, but to do it in a way that passes the privacy sniff test.

If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”

TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.

As TikTok’s global head of marketing science, it’s Jorge Ruiz’s job to prove that ads on the platform can drive results. But marketing measurement is as much an art as it is a science. Also in this episode: self-attribution, the rise (again) of MMM and how TikTok managed to roll with the ATT punches.

Intent IQ, Strategus and PubMatic are partnering to help advertisers retarget iOS device owners after they’ve seen an ad on a smart TV because, while mobile retargeting is an integral ingredient to the CTV performance formula, signal loss makes it hard to get right.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mis-Addressed Google Chrome will reintroduce a way to disable tracking by IP address by giving users a toggle to block IP tracking. If that sounds familiar, it’s because the product works not unlike Apple’s Private Relay – and will have a similar impact on […]

The industry is too focused on quantity over quality. Unfortunately, it seems there are many people still chasing scale due to a lack of understanding.