While the FTC admits DCRs can sometimes protect privacy, they can also be used to “obfuscate privacy harms.” The FTC says by default that most services that provide clean data rooms are not privacy-preserving and that companies shouldn’t rely on them to fulfill their privacy regulations.
“Ironically, the very features that can enable a DCR to protect privacy also make them excellent tools for selling data in ways that can jeopardize privacy,” the FTC notes.
The blog ends with a warning: “Liability for violations of the FTC Act isn’t magically mitigated by clever technology” and that the Commission has a history of going after companies that make inaccurate claims about a technology’s adherence to privacy laws. — SS
Ad Tech at a Crossroads? How Shifting Politics Could Alter Privacy Priorities
Just two months ago, the FTC issued a scathing report on the data practices of social media and streaming companies, labeling them part of a “commercial surveillance ecosystem.” The report described an unchecked network of data collection with inadequate consumer protections. It also emphasized that industry self-regulation hasn’t done enough to protect user privacy and called for comprehensive regulations to tackle these issues.
At least some industry insiders expect a shift, with more emphasis on business growth over privacy restrictions. According to Inside Global Tech, experts believe the incoming administration could ease media and tech regulations, offering a potential reprieve for ad tech companies and those relying on data-driven advertising.
Some companies, like Alliant, see this political shift as a potential opportunity. In a recent interview, Alliant founder JoAnne Monfradi Dunn noted that Republicans favor business-friendly policies, which could help Alliant grow without restrictive oversight. “The Republicans are more open to commerce and open to less regulation, so that’s potentially a good thing for Alliant,” Dunn told AdExchanger. She added that Alliant has long been committed to privacy standards.
This potential easing of privacy regulations comes on the heels of a technical shift: Google’s decision not to phase out third-party cookies in Chrome after all. The industry now finds itself at a crossroads: Should it continue to prioritize consumer privacy or take advantage of the flexibility in a lighter regulatory environment? After years of telling consumers, “We value your privacy,” ad tech’s next moves will reveal how strongly they believe that. — SS
Google May Soon Reveal Its Cookie Opt-in Model
Last July Google announced it would no longer pursue full cookie deprecation in Chrome, saying instead it will give users the choice to opt out. Sources tell Digiday that how that model will look -- and its impact on consumers opting out -- will soon be revealed. How “soon” is defined is up for a bit of debate, however. — SS
Colossus SSP Ups Its SPO Game with Colossus Connections
DEI may have taken a beating during this past election season, but barbs do nothing to halt the diversification of America. For brands whose current and future growth plans depend on reaching and engaging diverse communities, Colossus Connections may offer a cost-effective and transparent solution.
Colossus Connections is designed to streamline and optimize the supply path for advertisers interested in reaching diverse communities by facilitating direct connections between the Colossus SSP and leading DSPs. By cutting down intermediaries, the SPO initiative reduces the ad tech tax, letting advertisers stretch their budgets while giving publishers a larger share of revenue.
As the only Black-owned SSP on the public market, Colossus SSP prioritizes fair access, allowing underrepresented publishers to access valuable ad budgets. Highlighting this support aligns directly with advertisers' DEI commitments, offering brands a clear path to achieve meaningful inclusivity.
“With Colossus Connections, we’re ensuring that advertisers can maximize their media spend while publishers receive a greater share of revenue -- a win-win for both sides of the ecosystem. Our focus is on creating a streamlined path that benefits everyone and strengthens the industry as a whole. Supporting publishers is essential to a thriving, diverse programmatic marketplace, said Lashawanda Goffin, CEO of Colossus SSP. -- SS
Google’s Disappearing Favicons?
Wondering what happened to Google's favicons? Recently, users noticed that site names and favicons disappeared from Google’s mobile search results. This change wasn’t intentional—Google confirmed it was due to a bug, likely caused by a misconfigured experiment. Google's team is actively working to fix the issue and restore these elements to improve user experience in mobile search. — SS
True DCRs Should Deliver Both Privacy and Performance
“True DCRs should deliver both privacy and performance where privacy-enhancing technologies are the default and not an option – this is non-negotiable.” (AdExchanger)
PETs need to be the default, never an afterthought or an add-on in true data clean rooms.
Podcast Headline
AdTechGod discusses the recent acquisition of Iris TV by Viant Technologies with Tim and Chris Vanderhook.
In this episode, we dive into Viant’s recent acquisition of Iris TV, aimed at boosting transparency and improving targeting and measurement in the growing CTV space, where over 40% of ad spend on Viant’s platform now flows. We explore how this move strengthens Viant’s ad products to compete with walled gardens while keeping Iris TV independent to support an open ecosystem.
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