Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.
New APIs from Roku, Comcast and The Trade Desk are reshaping digital advertising, from self-serve campaign management to cross-platform measurement. But when it comes to identity and targeting, a new study finds that IP address matching is missing the mark.
According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)
Google says it plans to stop restricting fingerprinting because of two shifts in the advertising ecosystem: the rise of connected TV and the rise of privacy-enhancing technologies.
Starting on February 16, Google said it will no longer prohibit fingerprinting for companies that use its advertising products. Oh, how times have changed.
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.
AdExchanger will lift the hood on the hottest topics in CTV live onstage at the inaugural CTV Connect event in New York City on March 13 and March 14.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … and happy holidays to all who celebrate!
State privacy laws could make it a lot harder for advertisers to use IP addresses – a foundational signal for CTV ad targeting and attribution for well over a decade.
Tatari is launching a new sister company called Vault, whose first product is a data clean room. The idea is to provide cross-channel measurement for advertisers and programmers using data other than IP addresses.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The End Of IP Damn patent trolls to hell – but this is about a different kind of IP. The walls are closing in on IP addresses as an identity signal, as browser makers and hardware manufacturers devise methods for passing the data they need […]
