Apple IDFA

Data platform Quorum wants to serve publishers and advertisers at the same level as walled gardens can, but without all the walls.

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.

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

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.

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

While Google’s recent decision to extend the life of third-party cookies for another year didn’t come as much of a surprise, it nonetheless sent another ripple throughout the ecosystem. As we enter a future focused on restoring consumer trust, the past few years have seen a ton of changes to the digital advertising landscape, writes Mark Pearlstein, CRO of Permutive.

Steve Webb, the former global head of Facebook’s Audience Network, has joined Unity Technologies as VP of revenue for ads under its Operate division. Webb’s first day was June 13 and he replaces Julie Shumaker, who was elevated to SVP of revenue for Unity’s Create division in October. (Unity, which went public in September 2020, […]

Supply-path optimization (SPO) is one of three key growth strategies for PubMatic this year, Rajeev Goel, PubMatic’s CEO and co-founder, told investors during the company’s Q4 earnings call on Monday. Omnichannel and audience addressability are the other two top priorities.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Mike Brooks, SVP of revenue at WeatherBug. Recent analysis from PubMatic highlights two trends that we at WeatherBug have been experiencing firsthand. One, iOS CPMs have dropped over the last two quarters and, two, […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Brian Bowman, CEO and founder of Consumer Acquisition. Apple killed the IDFA and Armageddon was upon us – or so we thought. IOS 14.5 was a landmark update that included Apple’s […]

The system prompt required by Apple’s AppTrackingTransparency framework doesn’t leave a ton of wiggle room. Apps have just a brief customizable text field above the fateful choice – “Allow tracking” or “Ask app not to track” – where they can share how they use data and why that data sharing might benefit a user. But there are […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jake Moskowitz, VP of data strategy and head of Emodo Institute at Ericsson Emodo, a tech subsidiary of Ericsson. Apple’s IDFA changes and Google’s eventual deprecation of third-party cookies in Chrome have turned the […]

Google is making it more difficult for advertisers to track users on Android – but, unlike Apple, it’s not going for the nuclear option. At least not yet. On Tuesday, Google alerted developers about its plan to completely obfuscate the Android advertising ID of users that choose to opt out of tracking and personalized advertising. Today, […]

One of the companies that created the technical specifications for the China Advertising ID (CAID) was acquired last month by Chinese mobile ad tech company Mobvista. One can think of Reyun, which helped developed the code for CAID on behalf of the state-backed China Advertising Association (and whose name in Chinese – 热云数据 – roughly […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Tanya Lee, GM EMEA, Vungle. Change provides opportunity for those who are able to adjust quickly and effectively. Apple’s change to the IDFA in iOS 14 will allow many app publishers to thrive in ways that they […]

Blood pressures spiked at around 1 p.m. Eastern on Monday when Apple at long last released iOS 14.5 out of beta and into the wild. Befittingly, it’s been a wild ride since June 2020, when Apple first announced at its Worldwide Developers Conference (WWDC) that starting with iOS 14, developers and advertisers would need explicit […]

UPDATE: 6:15 p.m. ET And so speaketh Apple. Sort of. In a brief blog post published on Tuesday, Apple appears to finally share a specific date for AppTrackingTransparency enforcement: April 26. In the post, Apple notes that its ATT framework will be required for all apps beginning with the upcoming public release of iOS 14.5, […]

Swaarm, a Berlin-based startup that helps advertisers, agencies and ad networks track their performance marketing, hadn’t yet launched in June 2020 when Apple first announced its plans to limit IDFA use. The timing was fortuitous. Rather than having to pivot like a legacy mobile measurement provider, Swaarm’s co-founders (who had been developing the technology for […]

P&G isn’t the only western company that was deeply involved in the development of the China Advertising ID (CAID). The China-based arms of Nielsen, Deloitte and PricewaterhouseCoopers are all listed as “drafting organizations” behind the CAID standard in the original technical specs. CAID is an IDFA workaround that was devised for the specific purpose of […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alex Bauer, head of product marketing at Branch. Less than a month ago, on March 15, the Financial Times broke a remarkable story. A state-backed consortium known as the China […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Brian Bowman, CEO and founder of Consumer Acquisition. Apple’s new IDFA policy will have a profound impact, including killing the way in which most mobile app companies A/B test creative […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ionut Ciobotaru, Chief Product Officer at Verve Group. With the loss of IDFA and the resulting limitations on audience targeting, all signs point to a significant hit for app ad revenues. Developers can expect […]