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It’s IPO Day For AppLovin, And CEO Adam Foroughi Explains Why First-Party Helped The Company Get There

AppLovin is hoping to get some lovin’ from a white hot public market that’s been rewarding technology stocks with massive valuations. The company announced its IPO on Thursday, offering 22.5 million shares at $80 a pop. Trading will begin on the Nasdaq under the ticker APP. (Update: Shares opened at $70, below the target, and... Continue reading »
by Allison Schiff // April 15th, 2021 //
»
The CPMs better be $1. On Thursday, Dollar Tree became the latest retailer to launch its own retail media network for its subsidiary, Family Dollar.
Dollar Tree Launches Its Retail Media Network (We May Have Just Hit Peak Retail Media Network)

The CPMs better be $1. On Thursday, Dollar Tree became the latest retailer to launch its own retail media network for its subsidiary, Family Dollar. The network, called Chesapeake Media Group, (Dollar Tree’s headquarters are located in Chesapeake, Virginia) joins the ranks of Walgreens, Walmart, CVS Pharmacy, Target/Roundel, Kroger, Best Buy and The Home Depot,... Continue reading »
by Allison Schiff // April 15th, 2021 //
»
Influential W3C Working Group Calls Privacy Sandbox Proposal ‘Harmful'

Privacy Sandbox may have just hit a serious snag. In a document published last week, the Technical Architecture Group (TAG), a prominent working group within the World Wide Web Consortium, referred to the first-party sets (FPS) proposal within the Privacy Sandbox as “harmful to the web in its current form.” TAG also cast doubt on... Continue reading »
by Allison Schiff // April 14th, 2021 //
»
Nielsen, Deloitte, PwC And P&G All Helped Draft The CAID Spec

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... Continue reading »
by Allison Schiff // April 12th, 2021 //
»
Criteo Is Ready To Test The Single Sign-On Software For Unified ID 2.0

Criteo has started testing the single sign-on (SSO) solution – called OpenPass – that will serve as the consumer-facing component of Unified ID 2.0, the open source industry initiative that aims to use email as an alternative to third-party cookies. In November, Criteo was one of the first companies to join Unified ID 2.0, which is... Continue reading »
by Allison Schiff // April 5th, 2021 //
»
Facebook Analytics Will Shut Down On June 30 – Here’s Why That Is (And Isn’t) A Big Deal

With the muted bleat of a sad trombone, Facebook Analytics will soon be no more. This week, Facebook quietly informed users of Facebook Analytics that the free tool will no longer be available as of June 30, 2021. Until then, people will still be able to access reports and insights, and they’ll be able to... Continue reading »
by Allison Schiff // April 1st, 2021 //
»
FLoC Origin Trials Kick Off In The United States And Other Regions

Let the FLoC testing begin (but not in Europe, yet). On Tuesday, Chrome started rolling out initial origin testing of its Federated Learning of Cohorts (FLoC) proposal with a small percentage of users in the United States and across Australia, Brazil, Canada, Indonesia, Japan, New Mexico, New Zealand and Philippines. “FLoC is still in development... Continue reading »
by Allison Schiff // March 30th, 2021 //
»
Fox Inventory Viewed Through Comcast Set-Top Boxes Is Now Programmatic And Addressable

Fox said on Thursday that it’s struck a deal with Comcast-owned FreeWheel to enable programmatic sales of its set-top box inventory. That inventory can now be purchased through, guess who: The Trade Desk. However, Comcast VP and GM of addressable Larry Allen said the company does have the other “big five” DSPs on the roadmap... Continue reading »
by Ryan Joe // March 25th, 2021 //
»
Google Will Not Run FLoC Origin Tests In Europe Due To GDPR Concerns (At Least For Now)

Google will not make FLoC-based cohorts available for testing in countries where GDPR and the ePrivacy Directive are in effect. In other words, no FLoCs in Europe. At least for now. During a meeting of the Improving Web Advertising Business Group (IWABG) at the World Wide Web Consortium on Tuesday, Michael Kleber, a Google engineer,... Continue reading »
by Allison Schiff // March 23rd, 2021 //
»
Mobile Mania: Digital Turbine To Buy Fyber For $600M, IronSource To IPO Via SPAC, TikTok Drops $4B On A Game Studio

It’s mobile mania. There were three big pieces of mobile news before lunch on Monday – evidence that the mobile app market is white hot and only getting hotter. Content discovery provider Digital Turbine is acquiring app monetization company Fyber for $600 million in cash and stock – less than a month after spending $400 million to... Continue reading »
by Allison Schiff // March 22nd, 2021 //
»
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