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.
The advertising and ad technology industries undergo a major landscape shift every five years or so, and we’re in the middle of a seismic change with third-party signal loss. As with every exploration and monetization of a new frontier, the next era of digital advertising requires a recommitment to shoulder-to-shoulder collaboration, writes Bob Walczak, CEO of MadTech Advisors.
Performance marketing is a CFO’s dream – it drives measurable growth for every dollar spent. That’s why it’s absolutely essential in an unstable economic climate, writes Sean Popen, EVP at Matterkind.
Supply-path optimization remains a hot industry topic. Increasingly, advertisers and publishers see the value in SPO to get closer to one another’s audiences. But identity is stoking the fire on the convergence of programmatic supply and demand, writes Lauren Fisher, GM of business intelligence at Advertiser Perceptions.
In Q2 of 2022, ad tech witnessed a slowdown in scaled deal activity (almost 60%). The reason? Global inflation, the Russia-Ukraine war, rising interest rates and the prospect of a recession are just a few factors. But what does this mean for publishers in particular, and how can they prepare? Kean Graham, CEO and founder, MonetizeMore, offers his perspective.
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.
Procrastinators are being given a gift (of sorts): Google is postponing its deadline for the phaseout of third-party cookies in Chrome by a year, until the second half of 2024.
🏆 We’re hosting our next comic caption contest. 🏆 Submit your caption idea by 5 p.m. ET on Tuesday, July 25, for the chance to win a free ticket to Programmatic I/O New York in October.
The Trade Desk keeps adding new partners to the Unified ID 2.0 roster, but it’s still looking for someone to fill the administrator role after the IAB Tech Lab backed out earlier this year.
Cookie deprecation is hanging over the media and advertising industry like a storm cloud. New identity solutions built on first-party data are clearly one solution, but publishers and advertisers differ on whether they’re building their own proprietary solution or a shared shelter that will scale – and explained why at AdMonsters’ Ops conference in New York City.
