 |
July 15, 2021 |
|
| |
 |
What Are Publisher Cohorts? |
| The upcoming loss of third-party identifiers within Chrome, and the changes that Apple has already made in that space, means that first-party data is in a strong position. Losing cross-domain identifiers only strengthens publishers’ first-party data, as a viable option for advertisers to continue reaching consumers. And this first-party data can be made targetable as a cohort, rather than the current model which reaches people with sometimes ‘creepy’ one-to-one hyper-targeted marketing. But what exactly are Publisher Cohorts? Read more. |
|
 |
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: Identity is a Team Sport: How Publishers & Marketers Can Move Beyond the Cookie Together. Commissioned by Lotame, the research study aimed to better understand identity solutions from… Read more. |
|
 |
PubForum VAIL: BOGO 50% Off All-Inclusive Passes For One Week Only! |
|
Bring a team member to Publisher Forum Vail, Colorado August 22-25. Register now through July 21 and get 50% off your second pass. Includes all networking sessions, keynotes, meals, events, and activities. July 21 is also the last day to book your hotel — don't miss out! Vail is the perfect place to let go of the noise and distraction of everyday life — so get your team there to focus, learn, network, and grow together. Register now!
|
|
|
|
 |
| Top Stories |
|
|
There’s a certain amount of volatility inherent in programmatic advertising — it is based on auction dynamics, after all — which is why many publishers rely on standards like Prebid to help balance out some of the chaos. So we caught up with Tom Levesque, VP Product Management, OpenX, to talk the current (and future) state of Prebid — why pubs love Prebid, why they should experiment with Prebid Mobile and Video, as well as how Prebid can help prep for the 3P cookie's death. Read more. |
|
While there are multiple reasons for the growing inefficiencies in the ad buying process, one of the fundamental reasons can be traced to the widespread adoption of header bidding. When publishers first began using header bidding strategies in the mid-2010s, it immediately led to rapid growth in the number and frequency of bid requests. Enter traffic shaping. Traffic shaping seeks to solve the wasted traffic problem by selecting a subset of bid requests that are more likely to result in bids when passed on to DSP partners. Read more. |
|
The test run of Google’s FLoC (Federated Learning of Cohorts) ended this week. "We’ve decided not to extend this initial Origin Trial. Instead, we’re hard at work on improving FLoC to incorporate the feedback we’ve heard from the community before advancing to further ecosystem testing," wrote senior software engineer Josh Karlin in a Chromium Blink development forum. Read more. |
|
|
|
 |
|
|
|
