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Identity

Surviving in a Complicated Digital Media and Ad Tech Ecosystem

Digital media and advertising is rapidly changing. To survive in this increasingly complicated environment, publishers and advertisers need innovative strategies and technologies to increase their efficiency (and keep revenues afloat) as they look to continue connecting with audiences and also proving the value of those relationships.

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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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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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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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Best Practices for Monetizing Native Ads in Your Email

Publishers are already using what they know about their audiences to fuel their editorial, but those very same insights can be used to power advertising and revenue as well. Leveraging your first-party audience data, you can build a scalable direct-sold program around premium ad packages that resonate with your audience…

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Privacy Sandbox & Universal IDs: Like Oil & Water?

While the technology behind Google's Privacy Sandbox proposals is complex and constantly evolving, the premise (as we know it today) is simple: move targeting from a third-party cookie to a group (or cohort) of browsers. For much of 2020 these cohort-based approaches appeared to be the future of advertising in…

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