Between a dusting-off of classical ad measurement techniques and some serious geeking out over first-party data, advertisers will find that, far from being the airless, suffocating hellscape they have been taught to fear, this new “cookieless” world will prove a hospitable and possibly verdant environment for measurement and attribution.
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For any publisher, edge computing is becoming the only way to process data in a privacy-compliant way. User data is (by design) protected because it never leaves the device. This means a publisher can process data in a world without cookies and with increased government regulation (even under its strictest…
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“The death of the cookie has been greatly exaggerated,” claimed Jason Bigler, Google Ad Manager Director of Product, near the beginning of the 2019 Ops event in New York. You could hear the sighs across the Metropolitan Pavilion, feel the collective shrug of acknowledgement pass through the gathered crowd. Yeah,…
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When Ops hit the Metropolitan Pavilion June 3-4 in NYC, attendees were treated to insights from 75+ digital media leaders, including experts in programmatic, OTT, OOH, data strategy, mobile, video, audio, AR/VR, blockchain, branded content, and more. Here's a recap of some of the major themes that emerged from those…
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Privacy regulations, cookieless web, identity resolution, the value of first-party data, better personalization—are just some of the many data trends shaping publishers' strategies today. The road ahead is being paved as much by user and governmental concerns as it is by the duopoly and other significant players in the ad…
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During its short time bouncing around the ad-tech echoplex, blockchain has already run the full hype cycle: from "the next big thing" to "running joke" and now "potentially legit." Tech startups are finally deploying actionable and scalable solutions to a variety of problems, meaning you don't look hip at parties now when you scoff at blockchain. One…
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Following the path Apple trail-blazed with its mobile Intelligent Tracking Protection (ITP), more browsers are blocking (or threatening to block) third-party cookies as well as limiting the usefulness of other tracking tools. While this is creating chaos in programmatic markets that lean heavily on cookies and third-party data, publishers with…
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As industry players are pondering the usefulness of the upfront in the digital age and digital publishers are bowing out of the NewFronts, Hulu pretty much gave a master class in how to do it right. The presentation was quite an inside look at the potential—or perhaps the fast-approaching future—of…
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CDP might sound like another martech or adtech acronym that will make its way into obscurity, but in a post-GDPR world where first-party relationships will be vital to survival, the Consumer Data Platform (CDP) is the ultimate tool for true consumer identity resolution. During his presentation, “All You Need Is…
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The explosion in the blockchain-based marketing landscape over the past 18 months has brought an interesting dynamic to the already complex world of digital advertising. There has been a lot of hype, a lot of hot air, a lot of learning, and a few solutions showing early promise around this…
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