Explain This to Me…Best of AdMonsters Decoder 2023

Every now and then, a new ad tech term, acronym, or technology pops up, and we’re all fishing around trying to figure out what the hell they mean. That’s why we created our explainer series, so we can keep you up to date on the newest ad tech trends and fads. 

This year, our Decoder series covered the gamut — iOS 17 privacy updates, state privacy laws, and supply path optimization. If you missed them or want a chance to revisit them, here are the top AdMonsters’ Decoder stories from 2023.

If you see an ad tech term and are still thinking, WTF?!!! This is the place for you. 

Everything You Need To Know About the iOS 17 Update and Its Lasting Impact on Advertising

When Apple introduced its iOS 17 privacy updates, consumers awaited exciting new features, but publishers were concerned about the impact on their businesses. Marketers faced significant updates affecting link tracking, reducing the ability to track user behaviors through shared URLs in messages, email, and Safari Private Mode. 

We spoke with several industry experts who shared advice about how publishers should handle the new updates. They said publishers must prioritize transparent practices, understand third-party data usage, and embrace advanced measurement technologies. It’s crucial to pivot towards contextual advertising, leverage first-party data, and ensure privacy compliance while maintaining engaging ad experiences to uphold user trust.

Currently, MFA sites account for at least one in five online impressions, consuming 15% of global programmatic ad spend and generating 26% more carbon waste than legitimate publisher sites.

Major brands are paying for advertising on these low-quality sites, almost certainly without their knowledge. The number of these sites is likely to increase as AI-generated content continues to be more commonplace and as the industry phases out the use of third-party cookies. This is because MFA sites rely in part on outdated contextual targeting tactics to bring in clicks.

Oregon Sets the Bar: Landmark Consumer Data Privacy Bill Becomes the Strongest in the Nation

Oregon passed the Oregon Consumer Privacy Act (OCPA). Oregon stood out amongst six states to enact such laws this year, setting the bar as the strongest bill nationwide. Unlike other states’ regulations, OCPA mandates opt-in consent for 13 to 15-year-old Oregonians, adding extensive protections for sensitive data like national origin and victimization status.

OCPA’s data minimization rules could pose challenges, particularly for marketers aiming to match customer IDs for CTV outreach. This law demands businesses to disclose third-party data sharing and categorize entities involved.

“The data minimization is huge. It is one of the biggest issues the trade groups have against the draft federal privacy law. It has the potential to minimize not only data but the value of data. And it hurts creating a profile,” said Wayne Matus, Co-Founder, General Counsel, and EVP at SafeGuard Privacy. 

What Is Dynamic Flooring?

With the help of Keith Candiotti, Founder and CEO of Optimera, we explored the concept of dynamic flooring in programmatic advertising, focusing on publishers’ strategies to maintain ad inventory pricing competitiveness in the open marketplace. Flooring, the practice of setting a minimum price for ad inventory, empowers publishers to control pricing while participating in real-time bidding. Publishers using GAM leverage Unified Pricing Rules (UPRs) to ensure bids meet their minimum price requirements.

However, setting optimal CPM floors manually poses challenges, as publishers face a constant trade-off between maximizing revenue and maintaining ad fill rates. Dynamic flooring emerged as a solution, using real-time data to adjust floors intelligently for each page view. Nevertheless, not all dynamic flooring solutions are equally effective, with some favoring specific demand partners and failing to generate additional revenue.

What Is Supply Path Transparency & Optimization?

According to an IAB report, the ad tech industry is witnessing substantial growth, and they projected it will increase by 5.9% YoY. However, this growth introduces unique challenges, notably the necessity for transparency within the programmatic supply chain. Supply Path Optimization is a solution to enhance efficiency and transparency by reducing intermediaries that don’t add significant value. 

SPO benefits both supply and demand sides by providing visibility into the ecosystem, improving brand safety for advertisers, increasing revenue opportunities for publishers, reducing ad fraud, and enhancing overall efficiency.

For this explainer, Abhinav Choudhri, Director- Customer Success at AdPushup, dove into recent industry developments, such as the implementation of the OpenRTB 2.6 draft, Ads.txt 1.1, and Transparency Center, and how they have further advanced the cause of supply chain transparency and optimization.

What Is IAB Tech Lab’s ‘Green Initiative’?

The IAB Tech Lab’s Green Initiative aims to address sustainability in the programmatic supply chain. Despite the widespread commitments to carbon neutrality by major tech firms and brands in 2021, putting these commitments into action has proved challenging. 

To tackle this, IAB Tech Lab partnered with AdNetZero to establish a standardized emissions framework. Leveraging expertise and available data from contributing members, the Tech Lab plans to expedite progress in this crucial area to counteract the environmental impact while acknowledging the limited time available.

How Can Publishers Boost Their Ad Revenue with Header Bidding?

Automation has transformed business operations significantly. Consequently, companies are compelled to adapt by integrating advanced technologies. Programmatic advertising, particularly Header Bidding has revolutionized ad buying and selling, boosting efficiency for publishers and advertisers.

Header bidding refers to a real-time auction where multiple demand partners bid on an ad impression before it reaches the ad server. By integrating JavaScript code into a website’s header, this technology enables publishers to simultaneously offer ad space to multiple buyers, enhancing transparency and fostering competition among demand sources.

What is vCPM, and How Does It Relate to Viewability?

vCPM, a metric for measuring the cost of viewable impressions, aids advertisers in maximizing ROI and empowers publishers to boost ad revenue. Despite the rise of attention metrics, viewability remains pivotal for advertisers. 

Marketers must ensure ads are not just seen but viewable. Unlike before, ads generated revenue regardless of visibility; advertisers now prioritize viewable impressions. Publishers must understand how to gauge impression costs to monetize their digital ad space effectively.

An ad must fulfill specific criteria to be viewable, typically with at least 50% of its pixels visible on a user’s screen for at least one second. Unlike traditional CPM, which accounts for all impressions, vCPM zeroes in on viewable impressions, allowing advertisers to allocate budgets more wisely and enhance their return on investment.