While the full implications of a truly cookie-free ecosystem are not fully understood, advertisers and publishers have much to consider. Advertisers need an alternative to third-party cookies, one that will allow them to scale their campaigns and drive efficiency. In all likelihood, campaigns of the future will contain elements of first-party…
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Up until a year ago, Einat Naveh’s days were spent knee-deep in spreadsheets. Back then she was a senior manager working in Digital Ad Sales and Finance Business Intelligence at Viacom and was responsible for providing the company with data regarding its digital ad sales revenue. In August 2019, she discovered Burt…
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If you thought GDPR and CCPA added complexity to the digital advertising ecosystem, brace yourself: they were just the tip of the iceberg. Today, 69% of countries have adopted consumer data privacy legislation, and 10% have legislation under review. Only 5% of the world has no legislation whatsoever. Do these…
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We’ve all heard the stories about ad placements that make brand managers cringe: ads for respectable brands appearing in terrorist recruitment videos, and the like. Obviously, marketers want to avoid such placements. But that’s just a start. In an ideal world, your ad will be seen by real people alongside…
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Supply Path Optimization (SPO), aka finding the most direct route to a publisher’s inventory, sounds like an activity that’s best left to the world’s DSPs. After all, they’re the ones with the AI-powered algorithms that focus on winning ad placements for advertisers. SPO actually requires teamwork amongst all parties, especially those…
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