What Lies Ahead for Marketers and Publishers Sans Cookies?

Lotame released the findings of “Beyond the Cookie: The Future of Advertising for Marketers & Publishers,” during a recent webinar with AdMonsters. The results: Three in five agreed that people-based identity solutions are necessary. The same respondents emphasized the need for interoperability.

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The Current (and Future) State of Prebid: A Q&A with OpenX’s Tom Levesque

There’s a certain amount of volatility inherent in programmatic advertising — it is based on auction dynamics, after all — which is why many publishers rely on standards like Prebid to help balance out some of the chaos. So we caught up with Tom Levesque, VP Product Management, OpenX, to…

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What Are Publisher Cohorts?

The upcoming loss of third-party identifiers within Chrome, and the changes that Apple has already made in that space, means that first-party data is in a strong position. Losing cross-domain identifiers only strengthens publishers’ first-party data, as a viable option for advertisers to continue reaching consumers. And this first-party data can…

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The Future—and Present—of Bidstream Efficiency Lies with Traffic Shaping

While there are multiple reasons for the growing inefficiencies in the ad buying process, one of the fundamental reasons can be traced to the widespread adoption of header bidding. When publishers first began using header bidding strategies in the mid-2010s, it immediately led to rapid growth in the number and…

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🌯 Cracking Down on the Foreign Consumer Data Trade

  Powered by: July 7, 2021 Data Export Crackdown Underway Supply Chain Validation Gets a Boost How WFH Shaped Ad Blocking Big Tech, Hot Seat Around the Water Cooler Senator Plans Crackdown on Ad Tech Data Sharing With Foreign Adversaries The global real-time bidding (RTB) ad marketplace is a hotbed…

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🌯 Will IP Address Signals Disappear Next?

June 30, 2021 Are IP Address Signals Disappearing? The Audio Boom Continues Around the Water Cooler Forget the Cookie — What About the Potential Loss of IP Address Signals? Will ad tech ever catch a break? Probably not anytime soon. Third-party cookies are near death, there’s more unknown than known…

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Tubi Becomes First CTV Pub to Implement UID 2.0

The Google third-party cookie crackdown might be on pause, but that's not stopping pubs from testing likely alternatives. Fox Entertainment owned, ad-supported video-on-demand service, Tubi now joins a growing list of publishers supporting Unified ID 2.0 as “the first CTV publisher to implement Unified ID 2.0 to solve for the…

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Publishers Still Need to Future-proof Their Revenue Strategies Says Lotame

Now that the third-party tracking cookie will remain on life support, at least for another year, what's next for publishers? While many ad tech industry insiders feel strongly that most cookie alternatives weren't exactly ready for the cookiepocalypse anyway, most all agree that it's definitely not time for publishers to press…

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Crumbling Cookies and a Rotten Apple: A Rock and a Hard Place for Pubs

By now, you know that the Chrome third-party cookiepocalypse is staved off for at least another year.  The reasons are many …. CafeMedia’s Paul Bannister outlines how difficult it’s been to get the user-tracking alternatives off the ground.  Meanwhile, Mike Juang at Ad Age posits that buy-side pressure spurred the delay. …

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Bridging the Privacy Compliance Gap

Between mounting privacy regulations and privacy enforcement measures being taken by big tech, publishers are in need of simple solutions that ensure consent compliance (and that they can trust). And even when publishers are doing the right thing and following the law, they may find themselves liable for a non-compliant…

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