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March 25, 2022 |
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Are We Ready for a Post-Cookie World Fueled by Hybrid Targeting? |
| While the full implications of a truly cookie-free ecosystem are not fully understood, advertisers and publishers have much to consider. Advertisers need an alternative to third-party cookies, one that will allow them to scale their campaigns and drive efficiency. In all likelihood, campaigns of the future will contain elements of first-party and contextual targeting strategies, executed in private programmatic buying models. Read more. |
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Dark Cloud Hanging Over In-app Advertising Ecosystem |
| There’s a dark cloud hanging over the in-app advertising ecosystem: poor ads that harm the user experience, prompt users to uninstall apps and leave bad reviews in the app stores and damage the brand’s reputation. And these concerns aren’t theoretical. Some 78% of app publishers we surveyed said that ads with the potential to damage their reputation have appeared in their apps. And, another 71% said that poor ad quality has prompted users to uninstall their apps. Read more. |
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What Is Seller Defined Audiences? |
| Publishers have longed for a privacy-safe way to make their own data and site traffic translatable programmatically across many sites and sellers. With less than a year to go until the demise of third-party cookies in Chrome, there seems to be a new kid on the block who will serve the same purpose in a less intrusive way. SDA presents a strategy for communicating first-party audience information without disclosing user identity. Read more. |
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| Top Stories |
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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 — all while building up their first-party data stores. Read more. |
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Up until a year ago, Einat Naveh’s days were spent knee-deep in spreadsheets. Back then she was a senior manager working in Digital Ad Sales and Finance Business Intelligence at Viacom and was responsible for providing the company with data regarding its digital ad sales revenue. In August 2019, she discovered Burt Intelligence, a platform that harmonizes disparate advertising data, and applies machine learning to spot anomalies and emerging trends. The visualizations were game-changing. Read more. |
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A data clean room is a secure, protected environment that enables two or more parties to bring data together for joint analysis with privacy, security, and governance rules in place. Data clean rooms are the future of data collaboration, but they’re not a new idea. Read more. |
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