ID5

There’s a reason ad tech is no longer in a position to self regulate. Somewhere along the way, companies forgot to respect their consumers and so regulators stepped in.

If an alternative identifier is present in the bidstream, and no one transacts on it, does it make a sound? The availability of alt IDs in open auctions has steadily increased, but demand has yet to catch up with supply.

It’s been more than two months since Google said it would forego third-party cookie deprecation in favor of a user choice mechanism. But it hasn’t shared any details yet.

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.

The Chrome Privacy Sandbox team is stuck within a Catch-22. Plus, why haven’t media buyers bought more into alternative currencies?

In today’s newsletter: Google’s cookie deprecation delay hurts Chrome Privacy Sandbox supporters; mall chains go for broke with their DTC efforts; Warner Bros. Discovery launches a first-party data product.

Bonbon gives users rewards – such as discounts or chances to win merchandise – for setting up email registrations with publishers. Now The Trade Desk’s OpenPass will include that same rewards functionality.

Only a small handful of identity solutions will still be standing within the next five years, according to ID5 CEO Mathieu Roche – and he intends ID5 to be one of them.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.

Bonbon, which officially launched on Monday – wants to reward people for their signups. The company, co-founded by two ad tech vets in July 2022, has a cross-site, single-sign-on service for the 30 publishers in its network.