The catalyst for Google’s future success – regardless of any legal ruling – is its YouTube strategy. Opening YouTube’s ad inventory to outside demand will increase its value.
Dotdash Meredith’s Lindsay Van Kirk says the cookie-based buying tools she helped develop in her early career at AppNexus placed too much value on unreliable third-party audiences. But contextual tools like DDM’s D/Cipher, which she now oversees, can build a better ad ecosystem for buyers and sellers.
Competing agendas are limiting the tools publishers have at their disposal in ways that aren’t always primarily motivated by user privacy. Here are five things about privacy in digital media that should keep publishers up at night.
VIA Rail and The Globe and Mail are combining their first-party data sets to create bespoke ad targeting audiences in partnership with data clean room provider Optable.
While CTV has emerged as a powerful and unique advertising medium, venue-based DOOH streaming is distinct and requires its own marketplace to fully realize its potential.
Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.
Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.
PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
The partnership makes MFA-blocking tools more accessible to mid-size buyers. Plus, AdLib can block MFA regardless of whether a DSP is willing to proactively filter it.
