Raptive

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Transaction IDs can benefit the ecosystem, but not if they result in information asymmetry. Solutions need to be found that reduce bad duplication but do not reduce bid density.

Google’s AI search tools are creating a paradox; Amazon pulled its Google ad budgets; and now’s a great time for indie commerce ad tech startups.

While some Privacy Sandbox testers lamented their seemingly wasted effort, they remain committed to post-cookie targeting and measurement – even if Google eventually abandons the Sandbox entirely.

Meta and Mozilla’s new browser-based attribution system for web ads appears to solve an interesting math problem. But if applied to real-world advertising, it will increase privacy risks for users, writes Raptive’s Don Marti.

To commemorate Data Privacy Day on Jan. 28, my gift to you is an update on something I think is about to get a lot more attention: universal opt-out mechanisms.

Publishers expect the agencies will eliminate tech redundancies as they consolidate, which could compel pubs to shed redundant tech themselves. The merger could also entrench principal-based buying, which may not be a bad thing.

For some, Chrome’s news that it’s keeping third-party cookies was a moment of vindication. But was it a cruel blow to partners that tested the Privacy Sandbox in good faith?

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.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.