I wrote a piece for AdExchanger: https://lnkd.in/edPFtMWM The article highlights that ID Bridging is a foundational piece of adtech, part of our world since the inception of digital. What's new is ID Bridging *in the bidstream*, and there's a right way to do it and a wrong way to do it. If you care about publishers and consumers, you should care about ID Bridging in the bidstream. It's especially important given yesterday's Google Announcement around 3PC quasi-deprecation: Which approach will Google take? Will they do what is right for publishers and what is right for consumers, and give them choice? Or will they copy Apple's attack against publishers and paint with the wide brush that Apple did? When Apple shut off third-party cookies on Safari by default, Publisher web CPMs dropped by 77%. When Apple shut off IDFA, but provided an opt-in for each APP, they gave consumers the fidelity to provide their data to some apps and not others. The result is that Publishers’ mobile inventory suffered with a 50% drop in Facebook Audience Network CPM revenue. Not all publishers are created the same, just like not all ID Bridging solutions are created the same. Will Google give people the choice to engage with publishers who deliver them content they want on terms they want? Or will they take Apple’s approach to “leading the witness” and manipulating the opt-out to hurt the Publishers already under threat from the walled gardens? The former approach speaks to a company trying to help publishers under threat by the ecosystem. The latter approach is embodying that threat by the ecosystem. It might be a small inconvenience for consumers to manage 3rd party cookie opt-ins by publisher domain, but it’s a pittance compared to GDPR, which makes you do it once per browser. A more bespoke option delivers what all consumers want: the ability to build relationships with some brands but not others!
Matthew Keiser’s Post
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Today, Chrome announced that 3p cookies are here to stay and that Chrome will enable elevated consumer controls of their browser experience. At LiveRamp, our role is to enable marketers and publishers to connect to create a better consumer experience, deliver strong performance to our brands, and enable our publisher partners to increase their revenue. With this announcement, we will continue to do just that. We'll embrace the extended life of the cookie to enable Chrome reach, while at the same time continuing to innovate and pursue ATS and enable cookieless reach across Safari, Firefox, CTV, and more. Every marketer should add RampID and PAIR to their campaign to increase reach and every publisher should deploy ATS to ensure that their cookieless inventory is monetized in addition to their Chrome inventory. Expect to see continued case studies over the coming months showing that the best results come from campaigns that embrace cookies and cookieless inventory and that RampID continues to deliver meaningful increases in CPMs to publishers.
Why Google's Cookie Decision Doesn't Change the Direction of the Industry | LiveRamp
https://liveramp.com
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AdTech, Legal and Policy Expert | Advocating ID-less Digital Advertising | Founder & CEO @ Anonymised
Publishers know their audiences better than anyone, so why is publisher first-party data (P1PD) still not the default currency for open web advertising? In this The Media Leader UK article, I discuss four commonly cited arguments... and why they are wrong 🤔 Here are the four arguments: 🔴 P1PD data does not help with campaign measurement 🔴 P1PD is not very valuable 🔴 P1PD can be mislabelled and mis-sold 🔴 P1PD does not scale And here is why we cannot take these arguments at face value: 🟢 P1PD can be connected to advertisers' data for measurement using browser APIs, cohort-based solutions like Anonymised, clean rooms etc 🟢 P1PD is way more accurate and valuable than the third-party probabilistic rubbish advertisers are forced to swallow 🟢 Mislabelling and mis-selling of 1PDP is an overblown problem that rarely affects premium sites working with reputable technology partners 🟢 P1PD is hyper-scalable, the bottleneck is caused by ad tech's fixation on only buying impressions with matched user IDs >> The requirement to match a publisher's user IDs with the SSP and DSP is the greatest single driver of inefficiency and waste in programmatic advertising. It is also why P1PD hasn't yet taken off, fill rates are low, margins are gobbled up by intermediaries and good data leaks to MFAs and fraud-ridden sites 💀💀💀💀 << Publishers and advertisers should ask their platforms to add ID-less buying and measurement to their products. They will reap great benefits from it. https://lnkd.in/ditWA4XD
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[SMK UPDATE] Google Once Again Delays Ad Cookie Cull Google has announced another postponement in the removal of third-party cookies from its Chrome browser, marking the third delay since the initial announcement. Google’s decision comes amid ongoing regulatory reviews and feedback from various industry stakeholders, emphasising the complexity of transitioning away from a technology deeply embedded in digital advertising practices. This delay offers marketers time to adjust ad strategies and prepare adequately for the post-cookie world. Make sure you are ready - read more here: https://lnkd.in/edj9Gvar . . . #SMK #SMKUpdate #DigitalAdvertising #AdStrategy #DigitalMarketing #GoogleUpdate #OnlineMarketing
Google Once Again Delays Ad Cookie Cull - [SMK] Social Media Knowledge
https://smk.co
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Google's new Sandbox advertising system could spell "the end for many publishers." > The Sandbox Topics system allows advertisers to target readers through a new feature in their Chrome browsers, which tracks the most recent topics users have shown interest in. For instance, if an advertiser aims to reach users interested in 'sport', any publisher utilizing Topics will be able to display an ad to those users if 'sport' ranked among the user's top five interests over the past week. Importantly, it's the Sandbox system - not the publisher - that selects the Topics labels. >> The complexity of Topics and Sandbox has drawn criticism from Google's opponents. Many believe that implementing Sandbox will prove challenging for publishers, as the full suite requires integrating 16 different APIs. >>> According to the IAB, the Privacy Sandbox may restrict the industry's capacity to deliver relevant, effective advertising, thereby placing smaller media companies and brands at a significant competitive disadvantage. The stringent requirements could impede their ability to compete effectively. #privacy #sandbox #topics #cookies #chrome Michał Hejka Rafał Arciszewski Filip Sadowski Sebastian Krause Artur Birnbaum Mariusz Donica Maciej Kossowski
Google's new Sandbox advertising system could be 'the end for many publishers'
pressgazette.co.uk
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Google's shift on third-party cookies has left 88% of the digital advertising industry feeling uncertain, according to an IAB study. Originally set for 2022, the delays have sparked concerns about the future of privacy-focused advertising and left businesses in a tough spot after investing in cookieless strategies. While Google's emphasis on user choice is a step forward, the lack of clarity—especially regarding impacts on Android—complicates cross-platform planning and strategies. Navigating this evolving landscape will require adaptability and fresh approaches.
Google’s cookie pivot leaves 88% of industry in uncertainty: IAB
martech.org
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In the ADWEEK article, "How the DOJ's Remedies for Google's Search Case Will Impact the Ad Industry", they share the repercussions that separating Google from its popular browser Chrome will have on the ad industry. According to Bradley Keefer, Keen's CRO, "If Chrome is spun off, it could reshape how marketers allocate budgets. This potential shift comes as search cost per click stabilizes in 2024 after years of consistent increases. Retail media giants like Walmart and Amazon, already gaining momentum with competitive CPMs, could see additional growth as advertisers diversify their spend." Read the article here: ➡️ https://lnkd.in/gYrw_fJk #adspend #marketingstrategy #marketingimpact
How The DOJ’s Remedies for Google’s Search Case Will Impact the Ad Industry
adweek.com
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Agency Performance Advisory Services | FORBES.com Agency Council | M&A-Focused Business Transformer | Future of Performance Marketing and Advertising | Influential Team Leader
Google's recent announcement regarding the postponement of its cookie phase-out plan underscores the intricate challenges inherent in revolutionizing online advertising. With an unwavering commitment to user privacy and seamless browsing experiences, Google has embarked on a journey to redefine the digital advertising landscape. However, navigating the complexities of programmatic ad markets sans cookies has proven to be more intricate than anticipated. In a testament to its dedication to transparency and regulatory compliance, Google has proactively engaged with U.K. regulators, recognizing the necessity of collaborative efforts in shaping the future of online advertising. This delay is not a setback but rather a testament to Google's unwavering dedication to getting it right. By extending the timeline for its ad tech overhaul, Google is reaffirming its pledge to deliver innovative solutions that prioritize user privacy, enhance advertiser experiences, and foster a more sustainable digital ecosystem. This strategic decision reflects Google's commitment to excellence and underscores its relentless pursuit of pioneering advancements in the realm of online advertising. #Google #AdTech #MarKet #Advert
Google delays post-cookie plan again amid pressure from ad tech industry
adage.com
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Despite the deadline being pushed back we're starting to see some big publishers testing Google's Privacy Sandbox... Yahoo Advertising being the latest. The reality of cookieless advertising is inching forward - how confident are you that you're ready for it? 🍪❌ https://lnkd.in/ewV-ZMYU #google #privacysandbox #yahoo #advertising #ssp #dsp #3rdparty #cookies #digital #marketing #ads #martech #CMA #IAB #cookieless #attribution
Integrating with Privacy Sandbox: An overview of the solution & adoption tracking | Yahoo Advertising
advertising.yahooinc.com
Marketing Manager | Business English Degree
2monice to meet you ,you are so good on the business.