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What Scandi-Land Can Teach The US About Cookieless Targeting

AdExchanger Guest Columnist — Wed, 20 Dec 2023 05:35:21 +0000

US advertisers have been preparing for the cookieless future for years. States like California, Virginia, Colorado and others have already enacted or have pending data-privacy legislation. This patchwork of rules will redefine the US online advertising ecosystem in 2024. But what does the death of the cookie actually mean for agencies and publishers? Welcome to […]

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Traffic Shaping Is Blocking The Road To The Cookieless Future

AdExchanger Guest Columnist — Thu, 16 Nov 2023 05:35:50 +0000

There are approximately two million electric vehicles on the road in the US today, which accounts for less than 1% of the 250 million vehicles currently sold in the country. And yet it’s increasingly difficult to pass a gas station on a major highway or interstate that has not invested in the future by allotting […]

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Slickdeals’ First-Party Data Is Powering Direct Retail Media Sales

Anthony Vargas — Tue, 07 Nov 2023 16:20:00 +0000

Demand for online shopping has fallen closer to pre-pandemic levels following the frenzied highs of 2020. And platform changes by Apple and Google mean it’s harder for ecommerce companies to monetize their remaining audience across browsers and mobile apps. Slickdeals, a publisher that aggregates discounts and coupon codes for online goods, is turning to data […]

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Data Privacy Discussions Need A Reality Check

AdExchanger Guest Columnist — Mon, 06 Nov 2023 05:35:58 +0000

Data privacy has been one of the hottest topics in digital advertising for the past five years. Despite all the ink spilled on the topic, however, the way industry stakeholders discuss the ideal outcome for consumers is out of touch with basic intuition about consumer preferences and technical reality. Granular consumer consent over tracking is […]

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Google Answers The Industry’s Burning Questions About The Privacy Sandbox

Anthony Vargas — Fri, 06 Oct 2023 04:35:48 +0000

Story was updated on 10/10 to reflect that the Protected Audiences API does allow cross-site frequency capping and to note that publishers can use Prebid and OpenRTB together with the Protected Audiences API. Google’s Privacy Sandbox APIs became generally available for the majority of Chrome users in early September, which means marketers need to start […]

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Stop Worrying About The Quantity Of Impressions – It’s Quality That Counts

AdExchanger Guest Columnist — Tue, 26 Sep 2023 04:35:06 +0000

We have seen a lot of change in the identity landscape over the past 10 years. What once was a bit of the Wild West has turned into a highly regulated space. Yet it remains fraught with bad data due to a wide variety of ad fraud, as well as limitations in tracking due to […]

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AdExplainer: What Are Mobile Postbacks, And How Are They Used?

Anthony Vargas — Mon, 21 Aug 2023 05:15:38 +0000

Mobile attribution is in upheaval. Tools like Apple’s SKAdNetwork (SKAN) and the Google Privacy Sandbox are changing how campaign reporting works at its most basic level. But to make sense of these changes, marketers need to understand the fundamentals, including postbacks – the most essential element of mobile attribution. Postbacks are notification signals that allow […]

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Why Streaming Costs So Much; Twitter Throttles Traffic To Musk’s Rivals

AdExchanger — Wed, 16 Aug 2023 04:03:28 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Cost Of Ad-Free(dom) Streaming is getting a lot more expensive. The average cost for major ad-free streaming services has risen nearly 25% over the past year, The Wall Street Journal reports. Case in point: Disney is hiking prices for its ad-free services […]

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Europe Blocks Data Sharing To The US; America Blocks Data Sharing To China

AdExchanger — Wed, 02 Aug 2023 04:03:52 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Europe, You’re Down Meta may ask for specific consent to use data for advertising purposes in the EU, The Wall Street Journal reports. After GDPR became law, Facebook began requiring European users to allow the platform to use data for ad purposes by […]

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Do Programmers Care How Viewers Feel?; Apple Vs. Conversion KPIs

AdExchanger — Thu, 22 Jun 2023 04:03:14 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Looking For ADvice No one likes cruddy TV ads. But how much of a problem are they, really? Enough for Comcast-owned FreeWheel to unveil The Viewer Experience Lab at Cannes in partnership with research company MediaScience. The lab will test consumer responses to […]

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