Trish Manrique - Freestar

ICYMI: Ad Tech Edition | Week of July 10, 2023

Trish Manrique — Fri, 14 Jul 2023 19:01:25 +0000

Bits and Bobs from around the industry:

Google’s New Search Tool Could Eat the Internet Alive | The Atlantic
Deloitte/Meta Report Predicts the Near Future of Ad Tech, Winners Among New Privacy Enhancing Technologies | CPO Magazine
IAB Europe Releases Full AdEx Benchmark 2022 Report to Reveal Another Year of Strong Digital Advertising Market Growth in Europe | IAB

Google’s New Search Tool Could Eat the Internet Alive | The Atlantic

Google has introduced its Search Generative Experience (SGE) at the Google I/O developer conference earlier this year. SGE integrates AI-generated results above the regular search links, making it easier for users to find synthesized and readable information from multiple sources. It also displays links to sources on the right side. As Google’s primary revenue comes from Search, it is not surprising that the company is releasing experimental products to stay competitive.

Deloitte/Meta Report Predicts the Near Future of Ad Tech, Winners Among New Privacy Enhancing Technologies | CPO Magazine

A new report commissioned by Meta and conducted by Deloitte highlights the growing importance of privacy-enhancing technologies in the online advertising industry. With increasing regulations and consumer demands for data privacy, companies are seeking alternatives to tracking cookies. Privacy-enhancing technologies are seen as the future standard for ad tech, allowing targeted advertising while safeguarding user data.

The report identifies two main categories of privacy-enhancing technologies: proposed techniques that are not yet standardized and existing technologies being developed by major players in the industry. These technologies aim to preserve targeted advertising while anonymizing user data and implementing better safeguards. Examples include “K-anonymity,” where users are associated with interest groups, and “homomorphic encryption,” which allows scanning of non-personally identifiable data without decryption.

Meta is experimenting with a combination of technologies called “Private Lift,” incorporating elements of K-anonymity and multiplatform computation. Other technologies in development include trusted execution environments, data “clean rooms,” and differential privacy algorithms.

The report emphasizes that privacy-enhancing technologies are not a complete solution and should be supported by strong organizational data governance. Companies need to focus on collecting first-party data within the boundaries of privacy regulations, potentially through voluntary approaches that provide clear value to consumers. The ad tech industry should anticipate increased marketing costs due to market fragmentation and the lack of universal standards among privacy-enhancing technologies.

To adapt to these changes, the report suggests educating stakeholders, assessing organizational privacy program maturity, improving internal communication and collaboration, ensuring compatibility with data governance frameworks, and testing available solutions from ad tech providers.

IAB Europe Releases Full AdEx Benchmark 2022 Report to Reveal Another Year of Strong Digital Advertising Market Growth in Europe | IAB

IAB Europe, the leading European industry association for digital advertising and marketing, has released its full 2022 AdEx Benchmark Report. The report covers 29 markets in Europe and reveals that digital advertising experienced a 9.8% annual growth in 2022, reaching a total market value of €86 billion. Despite facing challenges like the war in Ukraine and rising inflation, the digital advertising market demonstrated resilience and grew by €7.7 billion compared to 2021.

The report includes some key findings such as the expansion of market coverage, with the inclusion of Estonia, Latvia, and Lithuania, and the exclusion of Belarus and Russia. It also highlights the significant growth of audio advertising, which increased by 22.1% to reach €0.7 billion, and video advertising, which saw a 13.6% increase, valuing it at €18.3 billion.

The study reveals that programmatic advertising accounts for over 57% of display ad spend, with video accounting for 52.8% of programmatic spend. However, there are variations in programmatic maturity across different markets, suggesting room for growth. Some key markets, such as France, Germany, Italy, and Sweden, have lower programmatic shares compared to the UK.

Dr. Daniel Knapp, Chief Economist at IAB Europe, noted that the growth rate of digital advertising in Europe slowed to 9.8% in 2022, partly due to a natural correction following the robust recovery in 2021 after the pandemic. Despite macroeconomic fragility and the impact of the war in Ukraine, the growth rate exceeded expectations. He also highlighted the significant growth of digital advertising, which now accounts for over 60% of total media ad expenditure compared to less than 20% in 2009.

The AdEx Benchmark Report serves as a comprehensive perspective on digital advertising spend in Europe and is crucial for benchmarking market development trends, understanding the pan-regional nature of digital advertising investments, and informing European policy formulation. The report provides valuable insights into the role of Europe’s digital economy in a global context and its attraction of global startup funding.

Note: The report covers various European markets and includes data from national IAB offices. It represents the calendar year 2022 and provides market size and value information for different advertising formats, including display, video, and audio.

The post ICYMI: Ad Tech Edition | Week of July 10, 2023 first appeared on Freestar.

ICYMI: Ad Tech Edition | Week of July 3, 2023

Trish Manrique — Fri, 07 Jul 2023 19:32:02 +0000

Bits and Bobs from around the industry:

MediaMath Owes More Than $100 Million To At Least 200 Companies, Including Major SSPs | AdExchanger

MediaMath, an ad tech company, has filed for Chapter 11 bankruptcy protection, revealing debts of over $100 million to more than 200 creditors. The company owes significant amounts to well-known ad tech providers such as Magnite, PubMatic, Xandr, and Google. MediaMath’s bankruptcy will have ripple effects on the online advertising industry, as media buyers and ad ops personnel scramble to transfer their campaigns to other platforms. Unsecured creditors, including the ad tech suppliers, may receive only partial payment or face a lengthy collections process, while secured creditors like Goldman Sachs will be prioritized. The bankruptcy filing lists the largest unsecured claims, with Magnite and PubMatic being owed the most. The collapse of MediaMath has been attributed to missed acquisition opportunities, ill-fated business decisions, and failed restructuring attempts. The dominance of Google, Amazon, and Meta (formerly Facebook) in the advertising industry is also seen as a challenge for independent DSPs (demand-side platforms) like MediaMath.

The Rundown: The ANA’s latest programmatic transparency audit confirms many open secrets | Digiday

The article discusses the lack of transparency in programmatic advertising and the findings of a recent investigation commissioned by the ANA (Association of National Advertisers). The investigation confirms long-held suspicions within the industry that the landscape is plagued with uncertainty and potential fraud. Some key points highlighted in the article include:

Wasted ad spend: The audit reveals that campaigns span an average of 44,000 websites, but only 100 publishers capture 80% of programmatic ad dollars. This concentration challenges the notion of an open internet and suggests that advertisers can achieve their goals by targeting a smaller subset of high-quality sites.
Full path log level data: The investigation shows that when sufficient data is analyzed, there is no concealed “unknown delta” of unattributable ad spend. Access to comprehensive data empowers advertisers to optimize vendors and bidding strategies, but obtaining this data remains a challenge due to the need to harmonize diverse datasets.
Made-for-advertising sites: The auditors found that a significant portion of ad spend (15%) and impression volume (21%) went to sites that exist solely to monetize traffic through ad arbitrage. This finding highlights the lack of awareness among marketers and the need for greater advertiser engagement and responsibility.

The article concludes by highlighting the challenges faced during the investigation, such as data ownership rights and limited advertiser engagement. While the lack of transparency in programmatic advertising is an ongoing concern, there is hope that increased awareness and responsible media investments can drive positive change in the industry. Prioritizing direct publisher integrations and using inclusion lists are suggested as steps towards greater transparency and effectiveness in programmatic advertising.

IAB Tech Lab Blesses Its First Set Of Data Clean Room Specs | AdExchanger

The IAB Tech Lab has released its first data clean room guidance, along with the Open Private Join and Activation (OPJA) specifications. These standards aim to facilitate the secure use of data clean rooms for audience matching and attribution. The OPJA standard has been upgraded to be interoperable with the IAB’s Ads.cert standard, ensuring greater security and trust in bid requests and data usage. While the guidelines are not industry-changing, they provide best practices for companies to implement data clean rooms effectively. Advertisers should be cautious of collusion scenarios in clean room setups and follow the guidelines to prevent data exposure and potential fraudulent activities. The IAB Tech Lab aims to make data clean room technology less daunting for ad buyers and sellers by providing step-by-step implementation basics and standardizing processes.

Advertisers Pay Attention as Meta’s Twitter Rival Surges | The New York Times

Meta, the company behind Facebook, has launched its new social network called Threads, which aims to compete with Twitter. Within seven hours of its launch, Threads gained over 10 million sign-ups, including prominent figures like Oprah Winfrey and Representative Alexandria Ocasio-Cortez. Advertisers, such as Procter & Gamble and Ford, are closely watching the competition between Threads and Twitter, as brand safety concerns persist on the latter. Meta envisions Threads as a platform for public conversations and aims to reach over one billion users. Although Meta has faced privacy and data-related challenges in the past, it is seen as a genuine alternative to Twitter. Meta has imported features from Instagram and is targeting digitally savvy creators. However, one potential concern is that deleting a Threads account also requires deleting an Instagram account, which may invite scrutiny from the Federal Trade Commission. Elon Musk, the CEO of Tesla, expressed his preference for Twitter over Instagram in a tweet.

The post ICYMI: Ad Tech Edition | Week of July 3, 2023 first appeared on Freestar.

ICYMI: Ad Tech Edition | Week of June 26, 2023

Trish Manrique — Fri, 30 Jun 2023 20:21:46 +0000

Bits and Bobs from around the industry:

MediaMath To File For Bankruptcy After Acquisition Talks Fall Apart | AdExchanger

MediaMath, a demand-side platform (DSP) known for launching the first-ever DSP, is facing foreclosure and bankruptcy. The company raised $600 million since its founding in 2007 but encountered financial difficulties. Despite attempts to find potential acquirers, deals fell through, leading to insolvency. As a result, MediaMath will likely file for Chapter 7 bankruptcy, which involves liquidating the company’s assets to pay its obligations. The majority of the company’s 300+ employees will lose their jobs, with a few remaining for essential tasks during the bankruptcy process.

Google violated its standards in ad deals, research finds | Wall Street Journal

New research suggests that Google violated its own standards for placing video ads on external websites, raising concerns about the transparency of its online ad business. While Google’s YouTube runs ads on its own platform, it also brokers the placement of video ads on other sites through Google Video Partners, promising high-quality placements with the audio on and no skipping charges. However, Adalytics, a firm that analyzes brand ad placements online, found that Google violates these standards about 80% of the time. The violations include placing ads on small, muted videos off to the side of a page and on sites not meeting Google’s monetization standards. Advertisers expressed concerns and demanded refunds for invalid placements, but Google defended its brand safety efforts and claimed inaccuracies in the report. The opaqueness of the digital ad market makes it difficult for brands to ensure they are getting what they paid for, and the research highlights questions about how Google vets its network sites.

Transparency and brand safety on Google Video Partners | Google Ads and Commerce Blog

In this blog post, Google responds to a recent third-party report that raised concerns about the Google Video Partner (GVP) network’s transparency and brand safety. Google clarifies that GVP is meant to complement YouTube ad campaigns, and the majority of video ad campaigns still run on YouTube. Advertisers have control over where their ads appear and can opt-out of running ads on third-party sites if they wish. Google shares real-time campaign reporting, allowing advertisers to monitor their ad placements and adjust settings accordingly.

Google states that over 90% of ads on GVP are viewable, exceeding industry norms. They use real-time ad quality signals to determine ad visibility, ensuring advertisers only pay for ads that are viewed. The company enforces strict policies for all third-party publishers, including GVP, to prevent disruptive and deceptive ad-serving practices. In 2022, Google stopped serving ads on over 143,000 sites for policy violations. To ensure ad validity, Google partners with outside organizations like DoubleVerify, Integral Ad Science, and Moat for third-party verification.

Overall, Google emphasizes its commitment to brand safety and transparent ad placements within the Google Video Partner network.

Why aren’t publishers concerned about Supply Path Optimization (SPO)? | AdMonsters

Emodo conducted a survey of advertisers and publishers, revealing that supply path optimization (SPO) is not a high priority for most publishers, with only 30% considering it important. Some believe SPO is more of a concern for buyers than publishers. However, promoting SPO could benefit publishers by providing more direct access to insights into demand for their inventory and improving transparency in the bidding process. Some publishers may not be concerned about SPO because it primarily targets low-quality publishers engaging in excessive concurrent auctions.

Scott Messer, an advocate of curated marketplaces, suggests that reputable publishers with genuine value propositions have little need for SPO tactics, as they are moving towards curated marketplaces that eliminate low-quality publishers. However, the survey data showed that large publishers are more likely than small publishers to have numerous monetization partners, raising questions about the actual impact of SPO on reputable publishers.

Another reason why publishers may not prioritize SPO is the lack of resources to analyze programmatic partners and make meaningful changes to their programmatic stacks. Terry Guyton-Bradley warns that SPO’s benefits for publishers are still a hypothesis and may require real data to back up claims.

Despite SPO not ranking high on publishers’ priority lists, Emodo, a company focused on advertising, considers SPO a significant concern. They view SPO as a means of eliminating redundancy and offering unique value to provide the most direct route to that value. Emodo is dedicated to creating and optimizing curated deals to address SPO concerns for buyers and publishers.

Google to block news in Canada over law on paying publishers | Reuters

Google announced its plan to block Canadian news on its platform in Canada, following Facebook’s similar announcement, as a response to a new law requiring payments to local news publishers. The law, known as Bill C-18 or the Online News Act, aims to allow news businesses to recover financial losses resulting from Facebook and Google gaining a larger share of the online advertising market.

The legislation could potentially provide news businesses with about C$330 million per year from deals mandated under the law. However, both Facebook and Google argued that the proposals were unsustainable for their businesses and signaled that they might end news availability in Canada unless the act was amended.

The Canadian government has resisted making changes to the law, leading to Google’s decision to remove links to Canadian news from search results and other products in Canada. They will also end their News Showcase program in the country, affecting 150 news publications with whom Google had agreements. Google’s president of global affairs stated that they find the law unworkable and that the regulatory process is unlikely to address the structural issues with the legislation.

The law requires online platforms to negotiate with news publishers and pay for their content, similar to a law in Australia in 2021. Google and Facebook made threats to curtail their services in Australia but reached deals with media companies after the legislation was amended. Google argues that Canada’s law is broader than those in Australia and Europe, as it puts a price on news story links displayed in search results and could apply to outlets that do not produce news according to journalistic standards.

The post ICYMI: Ad Tech Edition | Week of June 26, 2023 first appeared on Freestar.

ICYMI: Ad Tech Edition | Week of June 19, 2023

Trish Manrique — Thu, 22 Jun 2023 15:39:04 +0000

Bits and Bobs from around the industry:

The Trade Desk’s ID5 Integration Makes European Audiences More Addressable | AdExchanger

The Trade Desk (TTD) and ID5 have announced a data partnership aimed at addressing the challenges arising from the phasing out of third-party cookies and device IDs. The integration involves two key areas. Firstly, ID5 is integrating its ID graph, which contains data from European publishers, into TTD’s Identity Alliance. This integration increases addressability for European campaigns and enhances targeting capabilities. ID5’s identifier can now be applied to any campaign running through TTD’s demand-side platform. Secondly, the partnership allows European publishers partnered with ID5 to easily apply the EUID (a version of TTD’s UID2 identifier) for targeting consented, logged-in traffic in compliance with Europe’s GDPR privacy law. The combined ID graph also facilitates measurement and attribution without relying on third-party cookies, enabling more effective retargeting and frequency capping. The partnership may lead to broader adoption of cookieless targeting, measurement, and attribution.

Advertisers, Here’s One Weird Trick From The ANA That Could Save You $20 Billion | AdExchanger

The Association of National Advertisers (ANA) has released the first part of its programmatic transparency report, revealing that brands could save $20 billion annually by avoiding low-quality inventory in the programmatic media supply chain. The report highlights that advertisers unknowingly spend $13 billion each year on made-for-advertising (MFA) websites, which represent 21% of impressions and 15% of ad spend. The study, conducted in partnership with TAG, PwC US, and Kroll, covered $123 million in ad spend and 35.5 billion impressions. The report attributes waste in the supply chain to issues such as ad fraud, intermediaries taking excessive cuts, opaque algorithms, and lack of data transparency. The ANA suggests that advertisers can achieve better transparency by signing direct supply contracts with data rights, seeking log-level data from partners, reducing the number of sites their ads run on, and prioritizing value over cost. However, the ANA acknowledges that obtaining log-level data remains a challenge, as some exchanges refuse to share it, claiming it is proprietary information. Despite the obstacles, the ANA encourages advertisers to demand access to log-level data and make efforts to improve efficiency in programmatic spending.

Gannett CEO: Here’s why we are suing Google for deceptive business practices | USA Today

Gannett, the largest news publisher in the United States, has filed a lawsuit against Google, accusing the tech giant of monopolizing advertising technology markets and engaging in deceptive commercial practices. Gannett argues that Google’s practices have resulted in a decline in advertising revenue for news publishers, particularly local news outlets, at a time when digital advertising has grown into a $200 billion industry. Google controls a significant portion of the market for ad servers and ad exchanges, giving it an unfair advantage in online advertising transactions. The lawsuit claims that Google’s actions harm news organizations and their readers, leading to job losses and newspaper closures. Gannett’s lawsuit is part of a broader trend of legal action against Google for antitrust violations in the ad-tech industry, with government enforcers in the US and the European Union also pursuing similar cases.

The Trade Desk and Walmart Connect Will Test Integration of Unified ID 2.0 into the Walmart DSP | The Trade Desk

The Trade Desk, a global advertising technology leader, has announced a partnership with Walmart Connect to test the integration of Unified ID 2.0 (UID2) in the Walmart Demand-Side Platform (DSP). UID2, pioneered by The Trade Desk, is an industry-backed identity solution that aims to improve consumer privacy controls while maintaining the value exchange of the open internet. The integration will allow clients to continue targeting Walmart’s audiences using UID2 after the phase-out of third-party cookies. The Walmart DSP, launched in 2021, enables advertisers to reach Walmart’s first-party audiences across various channels and provides insights into the performance and effectiveness of their media buys. The partnership focuses on privacy-safe identity solutions and the expansion of advertisers’ reach across the open internet without relying on third-party cookies.

Yahoo’s SPO Push, Backstage, Gives Marketers Direct Access to Publishers Without the SSP | AdWeek

The article discusses Yahoo’s new programmatic offering called “Spo-Backstage” that provides marketers with direct access to publishers without the need for a supply-side platform (SSP). Spo-Backstage aims to simplify the ad buying process by allowing marketers to directly connect with publishers and negotiate deals, bypassing the traditional SSP middleman. This new approach enables marketers to have more control over their advertising campaigns and potentially improve transparency and efficiency. The article highlights the potential benefits of Spo-Backstage, such as increased flexibility and cost savings, while also noting the challenges it may face in gaining traction and widespread adoption in the industry.

The post ICYMI: Ad Tech Edition | Week of June 19, 2023 first appeared on Freestar.

Inside Freestar: Meet Louise

Trish Manrique — Wed, 21 Jun 2023 14:59:01 +0000

Hello everyone 👋!

Welcome back to Inside Freestar, where we introduce you to all the people who make Freestar such a great workplace.

So far, you’ve met Amber, Tim, Christina, Matthew, and Wariana.

Today, I’m introducing Louise Dijksman, Senior Customer Success Manager at Freestar. Louise has spent the last few years in ad tech, starting at Triple13 and now at Freestar with Triple13’s acquisition. Louise is located in West London, England, and when she’s not helping publishers, you can find her crocheting and watching/listening to true crime!

Ready to meet Louise? Let’s go! ⚡

Editor’s note: The following has been edited and condensed for clarity.

Trish: Hi, Louise! Let’s dive right in — can you tell me a bit about what you do at Freestar?

Louise: I’m a Customer Success Manager on the Customer Success team, and that is essentially client liaison and customer support. We work closely with the Yield team to pass the information on optimizations and revenue to our publishers. We work closely with every department across Freestar, from Yield to Support to Marketing to Product. We’re the bridge between the publisher and Freestar, ensuring that the line of communication is always open.

Trish: What does your day-to-day typically look like?

Louise: In the morning, I’ll usually do initial checks on my publishers’ performance and look for anything unusual that needs to be addressed immediately. Then I work through my emails and Slack messages to respond to publisher queries, troubleshoot, etc. Throughout the day, I follow up with the Yield team ahead of any publisher calls that I have so we’re in sync on optimizations or ongoing projects. My afternoon is usually filled with publisher calls, and I end my day by following up with any ongoing cases to ensure they’re on track.

Trish: Wow! What a busy day! What do you enjoy about your role?

Louise: So, I’m the kind of person that can get bored doing the same thing all the time. Customer Success offers so much variety, and I will always get different requests every day. There’s always something new, and the publishers will always have some interesting questions to ask. I enjoy being able to work on new things and meet people every day, especially forming friendships and relationships with my publishers. I love just spending time with people, and being able to be that connection that can provide expertise is enjoyable.

Trish: What is a fun fact that people might not know about you?

Louise: I have a degree in psychology, and it’s part of my interest in people. I also fell into ad tech. I previously leased offices and ran an office building for a few years. One of my customers was Matthew Whaley (Founder of Triple13 and now COO of Freestar), and he offered me a job. After that, I never looked back!

Trish: What can we find you doing when you aren’t working?

Louise: I love crafts! I love to crochet, so I usually watch something true crime and do a little crochet project. Crocheting was my lockdown hobby, and it has stayed with me since!

Trish: How has your journey been since starting at Triple 13 and now at Freestar?

Louise: At Triple13, we were a small operation. We had a very niche product in the market targeting AMP, and we were working with Freestar in a partnership to monetize their product better. We got to know the Freestar team, and everyone was super friendly. At Triple13, I had to wear many hats, and knowing that at Freestar, I would have lots of support and work with exceptional talent was exciting. Everything was like a dream come true moving to Freestar because everyone I met was at the top of their game, and everyone was knowledgeable, helpful, and friendly.

Trish: Lastly, what advice do you have for prospective Freestar candidates?

Louise: Get to know as many people as possible. Freestar, a fully remote company, has a lot of virtual social meetups – join all of these because you want to talk to as many people in different departments and learn from them. Once you start meeting these people, you know who can help you with your daily challenges in your work and make great friends from around the world. I can now say that I’ve got good friends all over the globe!

WANT TO JOIN LOUISE ON FREESTAR’S CUSTOMER SUCCESS TEAM? WE’RE HIRING! CHECK OUT OUR OPEN ROLES HERE.

The post Inside Freestar: Meet Louise first appeared on Freestar.

ICYMI: Ad Tech Edition | Week of June 12, 2023

Trish Manrique — Fri, 16 Jun 2023 17:03:56 +0000

Bits and Bobs from around the industry:

Tremor International Group Rebrands as Nexxen | Yahoo Finance

Tremor International Ltd., a global leader in data-driven video and Connected TV (CTV) advertising technology, has announced the rebranding of its products and platforms as Nexxen. The new unified brand encompasses the company’s strategic growth pillars, including Amobee and Tremor Video as demand-side platforms (DSP), Unruly as a supply-side platform (SSP), and Spearad as the CTV ad server. These business units will now operate under the names Nexxen DSP, Nexxen SSP, and Nexxen Ad Server, with Nexxen CTRL representing the collective offerings of the SSP and Ad Server. Nexxen aims to provide a cohesive video- and CTV-focused platform that optimizes the campaign lifecycle by leveraging advanced data, including automatic content recognition (ACR) data. The platform addresses industry challenges, reduces waste, and maximizes media spend and revenue across premium content and targeted audiences. With the integration of Amobee, brands, agencies, and media companies can utilize Nexxen for discovery, planning, activation, measurement, and optimization across different screens and platforms. The rebranding reflects the company’s commitment to delivering value through technology, data, and services that cater to the specific needs of its partners. Nexxen aims to drive superior outcomes by offering advanced audience discovery, cross-platform capabilities, unique data sets including ACR, and dynamic data-driven creative solutions.

Google Ad business faces breakup after being charged with EU antitrust violations | Search Engine Land

The article discusses the potential breakup of Google Ads as a result of ongoing antitrust investigations by the European Union (EU). The EU has been investigating Google’s advertising practices and dominance in the online advertising market. The investigation focuses on whether Google gives preferential treatment to its own services and hinders competition. If found guilty, the EU could force Google to separate its ad tech business from its search engine, effectively breaking up Google Ads. This move aims to promote fair competition in the online advertising industry and provide a level playing field for other ad tech companies. The potential breakup could have significant implications for Google’s advertising business and the digital advertising landscape as a whole. However, it is important to note that as of the article’s publication, no formal decision or outcome of the investigation has been announced.

Cleaning Up Programmatic: Sharethrough, First Ad Exchange to Automatically Remove High-Carbon and Made-for-Advertising Sites | Sharethrough

The article discusses Sharethrough, an advertising exchange platform, becoming the first ad exchange to automatically remove high-carbon and “made for advertising” sites from its programmatic inventory. Sharethrough’s decision is driven by the goal of promoting sustainability and addressing the issue of high carbon emissions associated with certain websites. By excluding high-carbon sites, which often rely on excessive ad placements and heavy tracking scripts, Sharethrough aims to reduce the environmental impact of online advertising. Additionally, the company is taking steps to remove websites that primarily exist solely for advertising purposes, as they provide limited value to users. Sharethrough’s move reflects a growing industry trend towards more sustainable and ethical advertising practices.

Criteo Rolls Out An SSP Just For Commerce Media | AdExchanger

The article discusses Criteo’s launch of a supply-side platform (SSP) specifically designed for commerce media. Criteo, a digital advertising company, aims to enhance its capabilities in the retail and e-commerce space by offering an SSP tailored to the unique needs of commerce-related advertising. The platform aims to provide a seamless and efficient solution for publishers, allowing them to monetize their commerce-focused inventory more effectively. By leveraging its extensive retail data and technology expertise, Criteo intends to deliver improved performance, targeting, and revenue opportunities for publishers operating in the commerce media landscape. The launch of this specialized SSP reflects Criteo’s commitment to serving the evolving needs of the retail and e-commerce advertising ecosystem.

The post ICYMI: Ad Tech Edition | Week of June 12, 2023 first appeared on Freestar.

ICYMI: Ad Tech Edition | Week of June 5, 2023

Trish Manrique — Fri, 09 Jun 2023 11:00:34 +0000

Bits and Bobs from around the industry:

Amid a dearth of ad tech M&A, LiveRamp fielded inbound inquiries over a potential sale | Digiday

The article discusses the recent surge in inquiries received by LiveRamp, a prominent ad tech company, regarding a potential sale. The ad tech industry has experienced a shortage of mergers and acquisitions (M&A) activity, which has led to increased interest in LiveRamp as a potential acquisition target. The company has reportedly received inbound inquiries from various parties looking to explore a potential deal. The article highlights the growing demand for ad tech companies in the market and the potential opportunities for LiveRamp in light of this interest.v

The Trade Desk Wants to Be the App Store for Ad Tech | AdWeek

The article discusses The Trade Desk’s ambition to become the “App Store” for ad tech. The Trade Desk, a leading demand-side platform (DSP), aims to create a marketplace where advertisers can access and integrate various ad tech solutions seamlessly. By offering a centralized platform for ad tech, The Trade Desk intends to simplify the process for advertisers and provide them with a wide range of options to optimize their campaigns. The company envisions creating an ecosystem where developers can build and distribute their ad tech products, expanding the capabilities available to advertisers. The Trade Desk’s goal is to establish itself as a hub for ad tech innovation and streamline the ad buying process for marketers.

Microsoft Is Deprioritizing Third-Party Ad Tech Amid Reorgs And Layoffs | AdExchanger

The article discusses Microsoft’s decision to de-prioritize third-party ad tech as part of organizational restructuring and layoffs. The company is shifting its focus away from third-party advertising technology solutions and reallocating resources towards other areas of its business. This strategic shift includes a reduction in staff and a reorganization of teams involved in ad tech. Microsoft’s decision reflects a changing landscape in the ad tech industry and its intention to concentrate on core business priorities. The company will continue to support its first-party advertising technology solutions, while scaling back its involvement with third-party ad tech offerings.

MediaMath and Viant are in talks to potentially join forces | Digiday

According to the article, MediaMath and Viant are currently in talks to explore the possibility of merging their operations. MediaMath is a renowned advertising technology company, while Viant is a provider of data-based advertising solutions. The potential partnership aims to combine their respective strengths and create a more robust offering in the media buying industry. The discussions between the two companies are ongoing, and if successful, the merger could lead to a significant impact on the advertising and media-buying landscape.

The post ICYMI: Ad Tech Edition | Week of June 5, 2023 first appeared on Freestar.

ICYMI: Ad Tech Edition | Week of May 29, 2023

Trish Manrique — Fri, 02 Jun 2023 15:32:00 +0000

Bits and Bobs from around the industry:

How Google expanded its data clean room tools for post-cookie ad targeting | AdAge

The article discusses how Google has expanded its data clean room tools in response to the changing landscape of ad targeting, particularly after the phasing out of third-party cookies. The company has introduced new solutions to enhance privacy and enable advertisers to target audiences effectively while maintaining user anonymity. These data clean room tools provide a secure environment for advertisers and publishers to collaborate and share insights without compromising individual user data. Google’s approach aims to balance personalized advertising with user privacy, offering a viable alternative to third-party cookies in the evolving digital marketing ecosystem.

With advertising in flux, Twitter is outsourcing ad monetization to ad tech | Digiday

The article discusses how Twitter is adapting to the changing landscape of advertising by outsourcing its ad monetization efforts to ad tech partners. With the advertising industry undergoing significant shifts, including the phasing out of third-party cookies and increased privacy regulations, Twitter has decided to rely on third-party expertise to maximize its ad revenue. By partnering with ad tech companies, Twitter aims to leverage their specialized knowledge and technology to effectively monetize its platform while navigating the evolving digital advertising ecosystem. This strategy allows Twitter to focus on its core strengths while benefiting from external ad tech solutions to optimize its ad revenue generation.

‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies | Digiday

The article highlights how European publishers are holding firm in their resistance to adopting alternative identifiers in place of third-party cookies. Despite the impending phase-out of third-party cookies and the industry’s search for viable alternatives, many European publishers are skeptical about embracing alternative identification methods due to concerns over user privacy and compliance with strict data protection regulations such as GDPR. Publishers in Europe continue to prioritize user consent, transparency, and data protection, and are cautious about adopting new technologies that may compromise these principles. While the industry is exploring various solutions, European publishers remain steadfast in their commitment to finding privacy-conscious alternatives to third-party cookies.

The post ICYMI: Ad Tech Edition | Week of May 29, 2023 first appeared on Freestar.

ICYMI: Ad Tech Edition | Week of May 22, 2023

Trish Manrique — Fri, 26 May 2023 18:13:30 +0000

Bits and Bobs from around the industry:

Meta hit with record $1.3 bln fine over data transfers | Reuters

The article discusses the recent development involving Facebook and its handling of user data, particularly in relation to data transfers between the European Union (EU) and the United States. Facebook has been issued a record-breaking fine of $13 billion and has been given a five-month ultimatum to halt the transfer of data between the EU and the US.

The fine and the ultimatum come as a result of concerns regarding the privacy and protection of EU citizens’ data when it is transferred to the US, due to potential surveillance activities by US intelligence agencies. The European Data Protection Board (EDPB) believes that Facebook’s data transfer practices violate the EU’s General Data Protection Regulation (GDPR) principles.

The article highlights that this is the largest fine ever imposed by the EDPB and underscores the seriousness of the issue. Facebook will face severe consequences if it fails to comply with the given ultimatum, potentially leading to further penalties or even a complete suspension of data transfers.

This development adds to the ongoing debate and scrutiny surrounding tech companies’ handling of user data and the cross-border transfer of that data. It highlights the importance of protecting user privacy and ensuring compliance with data protection regulations, particularly in light of concerns about government surveillance and data security.

How Google’s AI-Generate Advertising Tools Will Put Brands into Search Chat | AdAge

The article discusses Google’s introduction of AI-generated ad tools that aim to enhance brands’ advertising efforts on its platforms, particularly in search and chat environments. These tools utilize machine learning algorithms to automate and optimize various aspects of ad creation and delivery.

Google is leveraging its AI technology to generate ad copy, suggesting headlines and descriptions based on the content and goals provided by the brand. This streamlines the ad creation process and provides brands with more personalized and relevant messaging for their target audience.

The article highlights how these AI-generated ad tools have the potential to improve ad performance by increasing click-through rates and conversion rates. By harnessing the power of AI, Google aims to provide advertisers with more efficient and effective advertising solutions that drive better results.

Furthermore, the article mentions that Google plans to expand these AI-generated ad tools to its chat platforms, allowing brands to create automated chat experiences that can assist customers with queries or guide them through the purchase process. This integration of AI in chat environments offers brands an opportunity to enhance customer engagement and provide a more personalized and interactive experience.

Overall, Google’s AI-generated ad tools are expected to revolutionize how brands advertise on its platforms by offering automated and optimized solutions for ad creation and customer engagement.

YouTube’s Global Ad Revenue To Surpass $30billion | TechRound

The article reports that YouTube, the popular video-sharing platform, has achieved global ad revenue exceeding $30 billion. This milestone signifies the significant growth and financial success of YouTube’s advertising business.

The article highlights the increasing popularity and relevance of YouTube as an advertising platform for brands. With its vast user base and extensive reach, YouTube has become an attractive avenue for advertisers to showcase their products and services through targeted ads.

The revenue growth of YouTube’s ad business can be attributed to several factors, including the platform’s ability to engage users with diverse content, its wide range of ad formats and placements, and its advanced targeting capabilities. Advertisers can leverage YouTube’s data-driven insights to reach their desired audience effectively.

Additionally, the article mentions that YouTube has been focusing on expanding its advertising offerings beyond traditional video ads, incorporating features such as shoppable ads and interactive elements. These innovations provide advertisers with more opportunities to connect with viewers and drive conversions.

YouTube’s success in generating substantial ad revenue underscores its position as a dominant player in the digital advertising industry. As the platform continues to evolve and introduce new advertising solutions, it is expected to maintain its appeal to brands and advertisers seeking effective ways to reach global audiences.

The post ICYMI: Ad Tech Edition | Week of May 22, 2023 first appeared on Freestar.

ICYMI: Ad Tech Edition | Week of May 15, 2023

Trish Manrique — Thu, 18 May 2023 17:27:14 +0000

Bits and Bobs from around the industry:

OpenPath and the state of the supply chain | The Current

The article discusses the complexity and opacity of the supply chain in the digital advertising industry compared to other industries. It highlights how prices for digital ads can fluctuate wildly, often due to manipulation and obfuscation within the supply chain. The author emphasizes the dominance of Google’s DoubleClick for Publishers (DFP) and its impact on limiting supply-side competition and obscuring value for advertisers and publishers. The article also mentions The Trade Desk’s efforts to bring transparency to the supply chain through their product called OpenPath, which allows for transparent sharing of bids and asks with publishers. The author argues that transparency and visibility into the supply chain are crucial for publishers to make informed decisions and manage auction dynamics effectively. The article concludes by emphasizing the need for industry collaboration and innovations to create a healthier and more transparent supply chain in digital advertising.

New Consent Management Platform requirements for serving ads in the EEA and UK | Google Ad Manager

The article discusses a new requirement for Consent Management Platforms (CMPs) that integrate with Google Ad Manager. It states that starting August 11, 2023, all CMPs must pass certain criteria and be listed on the Google Ad Tech Provider Directory to continue working with Google Ad Manager. The requirement aims to improve transparency and user control over consent choices for personalized ads. CMPs need to demonstrate compliance with relevant laws and regulations, provide clear disclosures to users, offer granular controls for consent, and maintain records of user consent choices. The article also mentions that Google is working with industry organizations to develop a common framework for the integration of CMPs.

TCF 2.2 Launches! All You Need To Know | IAB Europe

The article announces the launch of Transparency and Consent Framework (TCF) version 2.2. TCF is an industry-standard framework developed by IAB Europe to facilitate transparency and user choice in digital advertising. The new version, TCF 2.2, introduces several updates and enhancements to improve user privacy and consent management. Some key features of TCF 2.2 include enhanced controls for users to manage their consent preferences, increased support for contextual advertising, improved data processing purposes, and additional flexibility for publishers and vendors in customizing consent management. The article provides a comprehensive overview of the updates and highlights the benefits and implications for different stakeholders in the digital advertising ecosystem.

Google will disable third-party cookies for 1% of Chrome users in Q1 2024 | TechCrunch

The TechCrunch article reports that Google plans to disable third-party cookies for 1% of Chrome users in the first quarter of 2024 as part of its ongoing efforts to enhance user privacy. This move is a significant step towards Google’s larger goal of phasing out third-party cookies completely.

By disabling third-party cookies, Google aims to assess the impact on ad targeting and measurement, as well as gather feedback from advertisers and publishers. This limited rollout allows them to test alternative solutions and refine their approach before implementing it across the entire Chrome user base.

The article notes that this decision aligns with Google’s broader strategy of transitioning towards a more privacy-centric advertising ecosystem. It also acknowledges the challenges and potential disruptions this change may pose for advertisers who heavily rely on third-party cookies for targeting and tracking.

Overall, Google’s plan to disable third-party cookies for a small percentage of Chrome users in early 2024 represents a significant milestone in their journey towards a privacy-focused ad ecosystem. It allows them to evaluate the impact and gather valuable insights before implementing similar changes on a larger scale.

The post ICYMI: Ad Tech Edition | Week of May 15, 2023 first appeared on Freestar.