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The Big Story: Meet The Ad Tech Vets Going Into Privacy Tech

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A migration has begun: Programmatic veterans are becoming founders of privacy tech companies.

These programmatic privacy pros are doing a data privacy cleanup on the industry by offering consumers more options to control and secure their data, or they’re giving businesses better options to control their data or share it in secure ways. Senior Editor James Hercher highlights four companies – Coir, lockr, Licorice and Qonsent – that have founders with programmatic roots.

Next, the upfronts are two months away, which means CTV measurement companies and programmers are gearing up for another year of alternate currencies gaining traction. Companies from VideoAmp to Comscore to iSpot to Samba are vying to chip away the “currency” designation from Nielsen.

But Nielsen’s fighting back with its much-anticipated Nielsen ONE product, which is finally – mostly – ready for upfronts prime time. Like the alternate currencies, it includes ACR data and other signals that allow for impression-based measurement. But those newer areas aren’t yet ready to be part of its currency. Oh, and Nielsen still hasn’t regained its MRC accreditation (though that process is in the works).

We discuss which programmers have stated currency preferences, the role ACR data is playing in CTV measurement and why the definition of currency is not neutral but a point of contention between programmers and digital video natives like YouTube.

But TV is a slow-moving behemoth. Change is slower than in digital. While 2023’s upfronts will show movement, the general perception is that truly novel currencies based on impressions (in turn based on ACR data) won’t be ready for prime time until 2024’s upfronts.


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