Add MediaMath to the list of Unified ID 2.0 partners. On Tuesday, MediaMath announced its integration with UID2, which is an open-source industry initiative, spearheaded by The Trade Desk, that aims to replace third-party cookies with hashed and encrypted email-based IDs.
When people decline tracking cookies or use already-cookieless browsers, such as Safari and Firefox, it can prevent brands from reaching potential customers who may be interested in seeing their ads. In an effort to tackle this addressability challenge, IBM recently ran a test campaign focused on retargeting B2B prospects across Safari and iOS in partnership with MediaMath and alternative identity provider ID5. IBM and MediaMath are longtime partners, but this test was the first time IBM worked with ID5.
Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Problem is, although publishers are eager to test the performance of SDAs, there’s still very little demand from the buy side. AdExchanger spoke with ad agencies and buy-side tech platforms to get their side of the story.
Even if third-party cookies weren’t on Chrome’s chopping block, brands would need a strategy to navigate signal loss, says Spiceology CEO Chip Overstreet. Spiceology is working with digital identity management company Parrable and MediaMath to retarget users in environments where third-party cookies aren’t available.
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.
With third-party cookies on the road to nowhere, data management platform Audigent has been working to develop its own cookieless identifier, which it’s calling the Hadron ID. Audigent hopes the new identifier will keep the company competitive in a world where DMPs are being supplanted by customer data platforms.
Another Cook In The Kitchen The ecommerce-focused publisher Food52 has acquired Schoolhouse, a lighting and home goods company, for $48 million, Forbes reports. The deal was funded by Food52’s private equity owner, TCG. To coincide with the deal, TCG also contributed an incremental round of funding. The capital will be used to back Food52’s expansion […]
Gartner’s fourth annual Magic Quadrant for buy-side ad tech in a nutshell: Keep your eye on Amazon. Amazon is ascending into the stratosphere, where it’s now rubbing shoulders in the “leader” category alongside Google and The Trade Desk. Rounding out the leader quadrant you’ll find Adobe, Amobee, Adform and Mediaocean. MediaMath, Criteo, Verizon Media (ahem, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Seriously Looking Although MediaMath has been avidly pursuing strategic options for a year, including a potential sale, it hasn’t worked out. But now the company has hired a team of bankers to get the ball rolling again while ad tech M&A and IPOs are […]
Ad tech IPOs are back in fashion as online advertising continues to surge during the ongoing COVID-19 pandemic. In the first quarter of 2021 alone, there were seven ad tech transactions valued at more than $1 billion – double the number of unicorn-level deals that went down in the past few years combined. Public companies […]
