LiveRamp

This cough and cold season, Ricola ran shoppable influencer marketing campaigns across Instagram, TikTok and Snapchat to better attract and reach younger generations of customers.

The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?

If CNAME access and third-party cookies go away, identity companies – and most of their clients and partners – are going to get hurt, and badly, writes Kevin Mullen, chief product officer at Roq.ad.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. It Takes Two ACR data and ad analytics firm Samba TV’s media sales business is now in the hands of programmatic firm MiQ, Deadline reports. As part of the multiyear commercial partnership,  MiQ will directly handle all of Samba’s former sales operations. Meanwhile, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Mobility Ability The retail media boom has spawned a subcategory of first-party data owners in the travel and hospitality vertical, and they’ve got their own terminology. When Uber formalized its new advertising group last October, for example, GM Mark Grether referred to […]

UK-based publisher LADbible Group is testing post-cookie alternatives and building its contextual targeting capabilities. But the social-first publisher has yet to be convinced that any of these alternatives will be a truly viable replacement for the much-maligned – and yet still widely used – third-party cookie.

Proctor & Gamble recently announced their support of The Trade Desk’s UID 2.0 identity framework. The partnership is significant for a couple of reasons. First, where P&G goes, other brands will follow. And second, approval hints at the rise of new walled gardens that could become even more powerful than Google and Facebook, writes Nancy Marzouk, CEO and founder of MediaWallah.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Drop Til You Shop Livestream shopping is a big sales channel in China, but the trend hasn’t been successful in the US (not yet, at least). American retailers and major store brands aren’t waiting, though. On Tuesday, Walmart introduced Walmart Creator, a program […]

The emergence of large-scale data and identity resolution platforms with audience graphs across devices and households is a major step forward to helping reclaim control over reach and frequency. But there’s no single solution to the problem, writes Seraj Bharwani, chief strategy officer at AcuityAds.

Having a profile on a dating app doesn’t mean that you’re dating. It just means you’re out there. The same could be said for many (of the many) cookieless identifiers on the scene. They’ve been deployed by publishers – the code is on the page – but they aren’t getting picked up in the bidstream.

Comcast-owned FreeWheel announced new identity integrations to bring the buy and sell sides of the TV ecosystem together. Its platform now supports ID solutions from Blockgraph, LiveRamp, TransUnion, Experian, Merkle and OpenAP, which can be overlaid with publishers’ and advertisers’ first- and third-party data sets for more accurate cross-screen targeting and measurement.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Brick By Brick-And-Mortar The march of the retail media networks cannot be stopped.  Dollar General on Tuesday announced a rebrand of its advertising business, now DGMN (for Dollar General Media Network), to extend its data to ad-buying across the web. According to the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Improved Transparency (Sure … ) The Digital Advertising Alliance (DAA) has launched a certification program for addressable media identifiers (AMIs), which have become super important since ATT.  If you haven’t heard of AMIs, don’t worry. It’s not a common term, at least not […]

The app-based phone service TextNow, which offers free calls and texting subsidized by ads, is especially vulnerable to the ongoing deprecation of mobile device IDs. So TextNow started testing alternate IDs, turning to InMobi’s UnifID and LiveRamp’s Authenticated Traffic Solution (ATS) and RampID.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Kilar Out Outgoing WarnerMedia CEO Jason Kilar had interesting tidbits for Bloomberg about HBO Max advertising, now that WarnerMedia merged with Discovery (and is run by Discovery chief David Zalsav).  Set aside the rubble of AT&T’s once-ambitious plan to build a top global […]

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

Who’s going to serve as the administrator for Unified ID 2.0? Not the IAB Tech Lab. Earlier this week, CEO Anthony Katsur noted in a blog post (almost offhandedly) that the Tech Lab has decided not to take on the technical admin role for UID 2.0 “at this point.”

The ad tech industry has been held back for years over what Trade Desk CEO and Founder Jeff Green called “infighting” between independent programmatic companies, rather than a spirit of open collaboration. Green made his remarks on Monday, speaking at LiveRamp’s RampUp conference in San Francisco. “There’s always been a fear among the open internet and what was once called the Lumascape, where everyone’s afraid of the other logos on the screen.”

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bob Walczak, CEO, MadTech Advisors.  The future is cookieless. This we all know. But the industry faces a long road ahead before cookieless audience targeting becomes the norm. Sure, context and cohort targeting provide […]

Ad tech companies once gained market share through optimization bake-offs, in agency conference rooms and on the beaches of Cannes. Now, wins come from the cloud. “The cloud and first-party data are exploding right now,” said James Arra, LiveRamp’s head of cloud partnerships. That’s why LiveRamp has forged a strategic relationship with Google Cloud Platform […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Criss-Cross Media Measurement CTV ad dollars are expected to double by 2026, according to GroupM’s most recent industry forecast – which means ad tech firms with advanced measurement capabilities could be looking to make acquisitions this year, Business Insider reports. Measurement companies have their […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

The past few months have been wild for online advertising. Apple has implemented its AppTrackingTransparency (ATT) framework, and Google announced it would delay the phase-out of third-party cookies in Chrome. A tumultuous ride to be sure. What will be the real impact of these moves on ad tech? AdExchanger examined the Q2 earnings reports of […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Olympic Edge During the Olympic Games, Comcast will interrupt its own commercials with near-live highlights and coverage, Variety reports, taking advantage of the fact it owns NBCUniversal and Olympic broadcast rights. “This makes the viewer feel like, ‘How did that just happen? I […]

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Similar to the Brood X Cicada hatch of 2021, the eruption of privacy-related news has been incubating for a long time. In this week’s episode, Sheila Colclasure, IPG-owned Kinesso’s global leader on digital responsibility and public policy, talks […]

Group Nine Media, which publishes Thrillist, NowThis, The Dodo, Seeker and PopSugar, launched a first-party data solution called “In-GeNuity” earlier this month in response to the coming disappearance of third-party cookies. The product matches brands with users based on content preferences – such as  bringing together pizza lovers and a pizza delivery service. “We can […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Amazon’s ID Add to cart: proprietary third-party cookie replacement. Digiday reports that Amazon is working on an identifier of its own that would be available through its DSP and to outside publishers through its supply-side ad tech division. It’s not clear exactly when an […]

LiveRamp is expanding into identity resolution with a new product called Portrait Engine. The idea with Portrait Engine is to help marketers build identity graphs using only their own first-party data as the foundation. The solution, unveiled last week at a MMA Global virtual event about the future of online identity, is now in public […]

This year’s NewFronts cemented streaming as a main vehicle to reach TV audiences following a massive shift in viewing behavior fueled by the ongoing COVID-19 pandemic. The theme of the IAB’s three-day event was “Living The Stream,” and this year’s presenters reflected the big changes in a programming market that has seen the launch of […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Nielsen’s recent agreement with Roku is poised to accelerate the growth of addressable TV advertising. And with Disney’s recent announcement that it plans to automate more than half of its business and make the majority of its inventory – both linear and digital […]