Google’s Reject All; The Future of Web3; Roku’s Data Clean Room

AdMonsters Wrapper: The weekly ad tech news wrap up
This Week
April 26, 2022
Rejecting Cookies Made Simple in Europe
Web3 Widening the Wealth Gap
Roku's New Data Clean Room
Reject All: Google Simplifies Cookie Curving
Consumer choice and consent fatigue are a troublesome duo for publishers' revenue in a privacy-first world.

A fine of $170 million by the CNIL led Google to get their ish together quick, and they have made some changes that should make it easier for consumers to opt-out of cookies.

According to the CNIL, Google's previous language on cookie banners was confusing, a headache at minimum. When it came to accepting cookies, all it took was a single click, yet to reject, you'd have to first entertain a clickfest on multiple menus to reject them all.

After many conversations and a little direction from the CNIL, Google has found a way to put a band-aid on the situation with the inclusion of a clearer banner that will include three options; "reject all," "accept all," and "more options."

It is important to note that this new option will appear on Google and YouTube only if you are signed out of your account. You can adjust your tracking preferences within Google's data and privacy menu if you are signed in.
Why This Matters
Google did not care about clarity for the consumer until they got called out. However, this newfound clarity will make the ad ops experience more seamless for publishers and agencies while considering consumers' best interest.

While this is a step in the right direction, this "reject all" option still seems confusing for Google and YouTube users who are signed in. If anything, Google should have this new cookie banner appear for all users. In other words, those that are signed in would also get a pop-up banner where they have the option to adjust their privacy settings. Hopefully, this is something we can look forward to in the future.

We are also hoping for this type of option to be brought to the States to help mitigate the current privacy woes.

Last fall, Mediavine's Jordan Cauley told us, "with the third-party cookie's deprecation, we must provide alternatives to help publishers and advertisers better understand and serve their audiences." Well, we'll see how that works out.
Web3, a Gift or a Curse?
Web3 enthusiasts insist that the new web will democratize everything for one and all. But is that really true?

Statistics show that many users aren't interested in monetizing their data, and when it comes to Web3, not everyone will have the desire to explore cryptocurrency and NFTs. Only about 6%-8% of the U.S population owns cryptocurrency. This group of people would appreciate a privacy-oriented structure where they can own and manage the use of their data.

What if more people wanted to make money off their data? In that case, we'd see more Americans owning cryptocurrency, but the fact that many don't even know what Web3 is might explain how the existence of this new blockchain technology will only continue to separate the rich from the poor.

An uninterested audience makes working around privacy regulations easy. We saw this with Apple when they gave users the ability to deny outside apps access to their data in April of 2021. However, Apple still uses that data when it wants to for its own advertising purposes.

Many will never opt to monetize their data because the process is tedious. For this reason, Web3 will make the wealth gap will only grow larger and larger.
Why This Matters
To the benefit of advertisers and publishers, many consumers aren't enthused to take monetizing their data into their own hands. And while a few companies like Streamlytics, Caden, BIGtoken, and ReklaimYours are providing the heavy lift of consumer data ownership, it could contribute to a huge revenue loss for all ad-driven companies.

In fact, we'll be talking with some of these companies about What Happens To Advertising When Consumers Own Their Data at Ops on June 7.

The fact remains that the gap between the active consumer and the passive consumer keeps the advertising wheel turning. Consumers retaining insight and access to their own data has been discussed for years, and at the end of the day, the only thing standing in the way is the consumer itself. (Besides determining the value of a consumer's data presents an entirely new set of challenges.)

Apple and Google have both taken steps toward implementing data privacy approaches. Google allows users to access and review their data logs and download them, and then there's Apple with App Tracking Transparency. While 67% of Apple users opted out of allowing access to non-Apple apps, Google users do not typically take advantage of their ability to access their data.

So how does Web3 become this inclusive ecosystem, if not all parties are interested in what it has to offer?
Roku's Data Clean Room Enhances User Targeting

Amongst the array of recent privacy concerns, Roku has found a "clean" way to make the ad targeting process less risky.

Clean room tech has become increasingly popular amongst CTV services as the industry prepares to let go of cookies. And Roku has joined the party by introducing their own clean room. It will allow advertisers and agencies to use their data to buy, plan and measure campaigns, said Louqman Parampath, head of Product Management around Ad Products at Roku.

"It all adds up to giving advertisers more options, more ways to use data, and more inventory sources," Parampath said.

This new clean room strategy shows Roku's desire to be more of a key player within the land of CTV like its rivals Disney and NBC Universal, who have also adopted similar data frameworks.

CTV platforms and publishers are looking to clean rooms as a key factor in developing digital ad businesses that could compete with Meta, Google, and Amazon.

Some big-time agencies are testing the clean room, such as Omnicon Media Group, Dentsu, Horizon Media, Icon Media Direct, and Camelot.

"They're making it clear that they have capabilities in this space so that we'll be able to reach the audience that we're trying to reach," said Molly Schultz, senior VP of integrated investment at the agency UM.
Why This Matters
The following changes have left an opening for companies like Roku to embrace data clean rooms:
  1. Media giants are scrambling to start offering ad-supported video. Amazon, Disney, WarnerMedia, NBCUniversal, and YouTube, amongst others.
  2. Internet advertisers are still trying to figure out measurement dilemmas stemming from Neilsen's issues.
  3. Media buyers are looking for new currencies to buy digital video that are not entirely reliant on doing things Neilsen's way.
  4. Markets want to target ads without cookies, as they are being phased out.
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