Permutive

Amazon’s DSP enjoys many advantages; More on the Cloudflare controversy; the European Commission moves forward with its age verification laws.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

While tech companies are jumping on the curation bandwagon, publishers are left to navigate a new normal in programmatic advertising, where they often don’t have a say.

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.

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.

To build a first-party data strategy, the NY Post contracted Permutive and Prohaska Consulting for advice on monetizing its audience data and growing its addressable audience. The collaboration prompted Permutive and Prohaska to expand their combined services to all publishers.

Publishers aren’t just off-setting losses with direct-sold programmatic; they’re unlocking the 70% of consumers brands can’t reach in the open marketplace.  

Before the industry embraces clean rooms, it’s critical to have clarity on their true strengths and a set of agreed-upon standards, writes Michael Barnaby, senior director of product management at Permutive.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Sign Of The Times The New York Times beat expectations for Q4 2022 thanks to a strong subscription bundling push, according to its earnings report. But digital ad revenue was only up a smidge. The Times added 240,000 net digital subscribers in […]

While Google’s recent decision to extend the life of third-party cookies for another year didn’t come as much of a surprise, it nonetheless sent another ripple throughout the ecosystem. As we enter a future focused on restoring consumer trust, the past few years have seen a ton of changes to the digital advertising landscape, writes Mark Pearlstein, CRO of Permutive.