By 2022, third-party cookies will be obsolete in Chrome. But there’s a more pressing deadline looming that advertisers need to prepare for: SameSite. Beginning on Feb. 4, Chrome will stop supporting cross-site third-party cookie sharing by default. Third-party cookies that aren’t secure – as in, accessed over HTTPS – and also properly labeled using the […]
WPP CEO Mark Read will speak at AdExchanger’s upcoming Industry Preview conference in New York on Jan. 28-29, 2020. WPP CEO Mark Read has worked to make the holding company faster, simpler and more collaborative. Since taking on the top role a little over a year ago, Read reshaped the world’s largest holding company, notably folding […]
Ad buyers aren’t thrilled about Google Chrome’s decision to phase out third-party cookies, but they’re thankful it’ll take about two years; Safari and Firefox didn’t extend such a courtesy. During that time, most buyers intend to rebuild their targeting and measurement strategies. But Google’s proposed Privacy Sandbox solution is still too theoretical for there to […]
With Chrome bidding farewell to third-party cookies, publishers predict a steep rise in use – and value – of their first-party data. Media companies with their own audiences and direct-to-consumer relationships expect power to accrue to them. And many publishers already have a head start. With Apple’s Safari browser blocking cookies for about 30% of […]
Google plans to phase out third-party cookies by 2022. What will replace them? The answer lies in Google’s Privacy Sandbox, a proposed set of web standards designed to protect privacy while still giving advertisers the ability to target and measure campaigns. In other words, the standards are web browser APIs that will eventually serve as […]
Third-party cookies – the backbone of programmatic advertising – are not long for this world. Google’s Chrome browser will phase them out in two years, according to a Tuesday blog post. Google Chrome is betting that its Privacy Sandbox – the privacy-preserving API first unveiled in August – will over the next two years build […]
Brands are eager to onboard and match data sets, but don’t want first-party data to leave their own systems. They want user-level targeting, without the risk in trafficking actual consumer data. Zeotap and InfoSum are tackling this data paradox with an onboarding partnership, announced on Monday, that allows marketers and agencies to sync data from […]
If there’s one thing that gets Martin Sorrell’s goat, it’s the accusation that he doesn’t care about creativity. “People say I’m a bean counter or an accountant, and I don’t mind that, they’re just having a dig,” said Sorrell, executive chairman of S4 Capital, the digital-focused holding company upstart he founded on his exit from […]
When Nielsen CEO David Kenny stepped into the top role at the end of 2018, the company was embattled on multiple fronts. Viewers were shifting to streaming TV, which Nielsen struggled to measure. Nielsen’s media customers, frustrated with the company’s slow pace of innovation, started moving away from its measurement services. NBCUniversal, for example, spearheaded […]
When it comes to data, IPG CEO Michael Roth has said in the past: “Why buy it when you can rent it?” But that thinking changed last year when Acxiom went up for sale. When IPG bought Acxiom, it was able to build new offerings around first-party data management. In October IPG launched Kinesso, a […]
S4 Capital, Martin Sorrell’s scrappy new holding company, acquired Mexico City-based multicultural digital content agency, Circus Marketing, on Wednesday – its 11th deal in just over a year. Here’s why: an expanded footprint, more capacity in existing markets and data, data, data. “It’s a smart deal that makes sense for their strategy,” said Jay Pattisall, a […]
Facebook clarified its political advertising policy on Thursday. And the update is: No update. Facebook has been at the center of a PR and policy firestorm over its political advertising policies since October, when President Trump’s reelection campaign ran an ad featuring a lie about Joe Biden and his son, Hunter Biden. At the same […]
It’s easy for a major advertiser like Allstate Insurance to pay up for a mega athlete like Aaron Rodgers. But if you’re a smaller brand, such as the shoe manufacturer Sperry, it can be difficult to find the right athletes who won’t break your budget, but who still have the cachet to boost your brand. […]
The women’s lifestyle media company Meredith is advancing its commerce strategy another step with the acquisition of SwearBy, an affiliate marketing platform used by women to save and recommend products. The deal, which will be announced Thursday morning at CES, is Meredith’s second affiliate-focused acquisition in the past year, following its purchase of Linfield Media, […]
LiveRamp is distancing itself from location data. AdExchanger has learned that in Q4 2019, the onboarder offloaded the location data-related portion of the business it got along with its 2016 acquisition of Arbor. Cuebiq, a location-intelligence company, bought the assets. LiveRamp is keeping the rest of the Arbor business, which includes technology to connect first-party […]
Video ad tech company Tremor said Monday it will acquire the outstream video advertising platform Unruly from News Corp. In exchange, News Corp gets a 6.9% equity stake in Tremor, which is listed on the London Stock Exchange, giving News Corp about $20 million worth of Tremor stock, based on the video advertising company’s $275 […]
Walmart claims its programmatic advertising platform and ads API are ready for primetime. On Friday, Walmart Media Group (WMG), the retail giant’s advertising arm, released a self-serve portal so advertisers can directly buy on-site search and sponsored product ads on walmart.com. It also launched an API to make that inventory available through Teikametrics, Flywheel Digital, […]
Last decade saw a spate of data broker acquisitions by agency holding companies. But are these deals too focused on owning data, rather than using it to derive insights? “You have to look at broad groups of data to understand consumption,” said Jonathan Nelson, CEO of Omnicom Digital. Rather than purchase a data broker, Omnicom […]
Cadent said it acquired ad tech company 4INFO on Thursday to help buyers to better allocate spend across channels and platforms as TV viewing fragments. Terms of the deal were not disclosed. Cadent works with buyers and sellers to execute addressable and data-driven linear TV buys. It will gain access to OTT and CTV inventory […]
2019 brought a tsunami of change to data-driven advertising. And those changes have overflowed into other part of businesses and the economy, as regulators scrutinize the world of digital advertising. Facebook gave the boot to third-party data suppliers. And in 2020, Google says it will make good on a long-held promise to revoke its advertising […]
This was a major year in ad tech deal making. Many deals were opportunistic or outright fire sales, as early programmatic players like Sizmek, Rocket Fuel and IgnitionOne reached the end of the line. Ad tech and data deals were helped by a surge among public company bellwethers The Trade Desk, Cardlytics, LiveRamp, Telaria and […]
Michael Barrett has had his eye on Telaria since his first day as CEO of Rubicon Project in March, 2017, when the company was Tremor Video and was led by then-CEO Paul Caine. But, like with many relationships, Rubicon and Telaria needed to “do a little work on ourselves” before they were fit partners, said […]
Blockchain has passed through the wild ride of the early hype cycle, and its advocates are readying for a more mature period of implementation. The IAB Tech Lab Blockchain Working Group on Thursday published its first guidelines for implementing blockchain tech in digital advertising. Hilary Chapman-Roberts, a GroupM product marketing manager and co-chair of Tech […]
Public sell-side ad tech companies Rubicon Project and Telaria said Thursday that they have agreed to merge in a stock-for-stock deal. The exchange ratio is 1.082 shares of Rubicon common stock per share of Telaria common stock. Read the release. Rubicon CEO Michael Barrett will take over as CEO of the combined companies. Telaria CEO […]
Smart, a publisher ad server and exchange, is growing out of its supply-side roots with the acquisition of the DSP Liquid M, the company said on Wednesday. Terms of the deal were not disclosed. Liquid M is a relatively small DSP, with a little over $10 million in revenue this year and 20-25 employees, according […]
Marketers aren’t switching off of their DMPs – yet. But they’re considering solutions that are less cost-heavy and more integrated with paid media. DMPs from Oracle, Salesforce and Adobe have always been the most-used platforms in previous Advertiser Perceptions reports, and they still are in the research firm’s latest report, released Wednesday. But their favor […]
Data management platforms (DMPs) were once painted as a panacea for all of a marketer’s data needs – from collection, to harmonization to segmentation and syndication. But marketers have since cooled on the technology, concluding that it‘s too disjointed to perform many of the functions promised. Marketers tell AdExchanger they have struggled to achieve ROI, […]
Amazon Publisher Services (APS) will remove dataxu from its Fire TV third-party DSP service, according to sources with knowledge of the change. APS opened its Fire TV inventory to third-party DSPs for the first time five months ago with integrations with The Trade Desk and dataxu. Less than two months after dataxu was acquired by […]
Nick Brien, CEO of Dentsu Aegis Network in the Americas, will leave at the end of the year after 2 1/2 years on the job, the company said Friday. He will be replaced by Jacki Kelley, who joined Dentsu in March as president, chief client officer and CEO of creative in the United States. Kelley […]
Nielsen released a measurement solution on Friday that combines the demographic data from its TV audience panel, the People Meter, with Gracenote’s ACR data based on four million US households with LG smart TVs. The data service, which opens to all buyers and broadcasters beginning in January, will mark the first time Nielsen has merged […]
