Unified ID 2.0

But publishers have more power than they think to authenticate their audiences – they’ve just gotta learn how to wield it.

Google asserts its position in the CTV ad ecosystem. Also: a change to its search ads biz may be inflating advertising costs for charities.

The Trade Desk has said it will buy Sincera, a startup that aggregates and supplies metadata to ad tech companies. This is TTD’s second-ever public acquisition.

What is Google’s true motive in launching the Chrome Privacy Sandbox? An optimist might give Google credit for not dropping the hammer like Apple did. But it’s hard not to be a little cynical about Google’s goals, according to Samantha Jacobson, chief strategy officer at The Trade Desk.

To fill in the gaps left by third-party data loss, Adobe has added a data collaboration product to its Real-Time CDP that lets advertisers match their data to a partner’s to create lookalike audiences, target ads or attribute campaigns.

As third-party cookies disappear, advertisers can rely on retail data to target consumers, said The Trade Desk’s Ben Sylvan at Night Market’s eCommFronts event in New York City last week.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rare Wares TV inventory is on track to become an even scarcer resource. US television (linear and streaming combined) will likely lose almost a quarter of its ad inventory volume over the next four years, according to media prognosticator Brian Wieser, writing at […]

State privacy laws could make it a lot harder for advertisers to use IP addresses – a foundational signal for CTV ad targeting and attribution for well over a decade.

Prebid has decided not to serve as public operator for Unified ID 2.0, a decision it made quietly last year. Meanwhile, The Trade Desk is prioritizing private operators as the way forward for UID2.

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