Technology

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

More granular video classifications are replacing outstream video, but the move may devalue some inventory. Plus: GPTs are coming for contextual.

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.

Whether taxi riders like it or not, backseat screens are ad inventory, too. Curb, which operates a network of digital screens within taxi cabs, has technology that helps advertisers get in front of cab passengers.

In today’s newsletter: The DOJ publishes its antitrust suit against Apple; Reddit’s stock pops on its IPO day, but its long-term prospects depend on Google; and Amazon’s hollowing out Twitch.

In today’s newsletter: Performance Max has many imitators, but Google’s still ahead of the pack; France’s competition authority fines Google for using news content to train its Bard AI model without their knowledge of consent; and Apollo Global Management offers to acquire Paramount Global for $11 billion.

In today’s newsletter: The CMO role is disappearing, but it may not be a bad thing; MFA sites use gen-AI images to game Facebook’s algorithm; Apple’s policies should end fingerprinting, but enforcement falls to app developers.

Now, advertisers have more flexible access to the MTA’s four million daily riders while they’re inside the stations, waiting for their trains.

In today’s newsletter: Sensor Tower acquires mobile marketing analytics and benchmarking rival Data.ai; Minute Media will distribute Sports Illustrated; Apple fields questions at a DMA compliance workshop.

We asked industry experts: Will the EU’s newly passed AI Act put a damper on the enthusiasm surrounding generative AI in advertising, or is it good to have these guardrails, and why?

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.

Publishers and online video platforms that rely on accompanying content video ads could see their revenue drop after Google AdX’s April 1 update.

In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.

In today’s newsletter: Meta will shutter news benchmarking service CrowdTangle; Reddit rolls out a new ad format to monetize its user activity; and the ANA readies a report analyzing the programmatic supply chain.

Google and Meta are playing with fire. Their opaque refund practices have already exposed them to customer blowback – and could lead to class-action lawsuits by disgruntled advertisers.

In today’s newsletter: MiQ’s Lara Koenig takes the stage at CTV Connect to talk about what’s next for programmatic CTV; Snap can’t compete because it lacks scale; and TikTok faces a potential ban (again).

New contextual targeting tools use generative pre-trained transformers (GPTs) to analyze websites and and build contextual audience segments. The companies behind them believe that GPTs can address some of the problems that plague contextual targeting.

In today’s newsletter: Criteo invests heavily in the Privacy Sandbox; the open web is not too big to fail; and Amazon aims to grow its ad business to rival Google’s and Meta’s.

The acquisition should help Aditude expand its footprint in the gaming vertical. But the main rationale, from Aditude’s perspective, was CPMStar’s already-established direct sales business.

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.

In today’s newsletter: Apple adopts the owned-and-operated model for its ad platform; the banality of click farming; and how consumers and businesses alike are getting squeezed on data storage costs.

Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.

In today’s newsletter: Under DMA’s gatekeeper rules, Apple reinstates Epic Games’ developer account one day after it suspended it; brands are building first-party-data-based walled gardens to weather cookie deprecation; and Kevel raises $23 million.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.

In today’s newsletter: IAB Europe’s Transparency & Consent Framework operates under threat; DSPs frown upon ID bridging; and Google Ads is getting into marketing mix modeling.

Cross-cloud data collaboration technology is the best bet for a post-cookie solution. But it’s vulnerable to similar privacy concerns.

In today’s newsletter: Microsoft Edge debuts its Ad Selection API, a PAAPI competitor; the EU’s DMA is live; and OhHello aims to help ad industry employees network.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.

In today’s newsletter: Viant sees double-digit CTV growth powered largely by direct deals; Target launches a new paid membership program; YouTube makes a bid to compete with TikTok on video editing.

IAS is expanding its anti-MFA solution to identify what it calls “Ad Clutter” sites, which mimic MFA ad loads but don’t operate with an ad arbitrage model.