What happens when tech-and programmatic-focused publishers get together to talk about post-cookie solutions and the future of their business?
Discontent rises to the surface.
“The frustration was finally bubbling over,” reports AdExchanger Associate Editor Anthony Vargas, who attended the inaugural Prebid Summit in New York City this week.
Publishers in attendance expressed uneasiness about the end of the cookie – and the inadequacy of alternate IDs and the Privacy Sandbox to replace it – as well as sustainability SPO efforts, which feel like yet another way to squeeze publisher revenue. They are concerned that crackdowns against made for advertising (MFA) sites will affect sites that use a trick or two from the MFA playbook, like buying traffic to fulfill ad campaigns.
Then, we turn to the Pantry Wars. Your pantry likely includes a mix of direct-to-consumer brands alongside the mainstays you’ve known since childhood.
But when these brands compete for digital shelf space in their retail media budgets, they end up battling over hotly contested territory, such as the “zero sugar” search term and niche qualifiers like “vegan” and “grain free.” For companies receiving these retail media budgets, the Pantry Wars translate to an influx of advertising dollars.
“They mean very good things for retail media budgets – if you’re the retailer,” Senior Editor James Hercher says.
