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.
