IAB Tech Lab

Forget cookieless. Now it’s time for ID-less solutions. No doubt you’ve heard someone drop that buzzword in a conversation recently. But what are they, exactly?

The Justice Department will ask Judge Amit Mehta, who ruled in August that Google operates a search monopoly, to require Google to sell Chrome. Plus, the ad tech wants the IAB Tech Lab to roll out curation standards.

Solutions that fundamentally address the issues curation attempts to solve already exist. The problem is that none of these solutions have been adopted by the buy side.

In-game advertising is uncharted territory even for brands like Sony Electronics that consumers associate with gaming.

To explain Forrester’s latest creative ad tech wave, we bring on the report’s author, Senior Analyst Nikhil Lai. Then, the untold story of how Prebid.org became an independent industry organization.

The story of how Prebid.org came to be – and almost didn’t – is an important one for the industry.

By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.

We should welcome the opportunity to be part of identity’s path forward, now that we’ve released ourselves from the shackles of the cookie, writes Mark McEachran, SVP of product at Yieldmo.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.

A lot has already been said and cited during the Google ad tech antitrust trial, with more to come. Here are a few of the most notable quotables from the first two weeks.

Two of the EU’s biggest Big Tech antagonists are set to resign; a GAM breakup could usher in post-ad-server programmatic; and how Google kept Prebid separate from the IAB Tech Lab.

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.

Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.

ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

With an approved list of sites and contextually segmented content, publishers don’t risk getting caught up in automated keyword blocklists, which consistently demonetize the news.

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.

In January, the Chrome browser removed third-party cookies for 1% of users, to facilitate testing of the Privacy Sandbox –  and a new controversy was born.

Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.

If Google were to shut off third-party cookies today and implement the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome tank by around 60% on average.

TTD confirmed to AdExchanger that, as of June 17, it had removed support for at least some of the online video inventory sold by Yahoo as a publisher.

Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.

The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

In today’s newsletter: The internet doesn’t have enough data to train generative AI models; publisher squabbles over the Privacy Sandbox could delay cookie deprecation; and a federal privacy law is in the works.

The days of online ad industry self-regulation are well and truly over, say IAB Tech Lab CEO Tony Katsur.

Gathering information from industry insiders is a critical part of the CMA’s evaluation process, says Chris Jenkins, director of the its Digital Markets Unit.

More granular video classifications are replacing outstream video, but the move may devalue some inventory. Plus: GPTs are coming for contextual.

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.