Considering about 1 million properties get transacted programmatically, it might be easy to think of the open internet as this very fragmented supply. But really only a small number of media companies control the vast sea of properties that comprise the open internet. In fact, the 10 largest web publishers…
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The demise of third-party cookies limits the amount of data publishers can leverage to enrich their own audience data. They need those prized data insights to get a fuller profile of the people consuming their media. Because without insights, advertisers are paying for access to a rather blurry picture of…
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Last week the Connecticut House of Representatives and Connecticut Senate joined forces to pass the Connecticut Data Privacy Act (CTDPA). The legislation, also known as Senate Bill 6 (SB6), awaits Governor Ned Lamont's signature to make everything 100% official. The bill is expected to take effect on July 1, 2023.
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Crafting highly personalized and seamless experiences across all channels are table stakes, which many believe require access to, and sharing of first-party data to drive personalization, along with harmonization of the user experience across all channels.
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Without third-party cookies driving targeted advertising — publishers that don’t have a strategy to drive user authentication and first-party data, should expect lower CPMs and less revenue. Something will have to connect the dots in the absence of cookies, and LiveRamp Authenticated Traffic Solution (ATS) may just be it. We…
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Now that Google Ad Manager is bridging the gap with prebid, will it affect a setup that already exists? While the fact that ad servers will no longer need to be filled with line items to heighten header bidding demand is a plus for publishers, there's some concern that it…
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By now, you have been immersed in the value propositions of a data clean room. While data privacy concerns are a sound reason to get started with a clean room, there are other added benefits, that when choosing the right type of clean room for you, will help your businesses…
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With the third-party cookie near death and privacy regulations ratcheting up, publishers have many challenges ahead. We spoke with Will Hathaway, Head of Strategic Business Development at Ex.Co to learn about how his company helps publishers face those challenges head-on by leveraging content experiences to increase engagement, revenue, and CPMs…
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In the latest attempt at saving the day before the cookiepocalypse, please meet our potential super data hero — seller-defined audiences (SDA). This solution developed by the IAB Tech Lab is a proof of concept released last week as a result of Project Rearc launched two years ago. The SDA…
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With the vast majority of publishers unable to monetize double-digit percentages of their audiences due to adblockers, we felt this was a problem that wasn’t going to go away, was only going to increase in magnitude, and was certainly one worth solving. Unlike early solutions that forced ads to serve by…
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