Safari

ID5 is integrating its ID graph into The Trade Desk’s Identity Alliance. And European publishers partnered with ID5 can apply EUID for logged-in traffic.

Privacy Sandbox APIs will be generally available starting in July. That means publishers have roughly one year to get acclimated … and to raise any red flags to regulators.

Apple has a knack for making privacy-related product announcements that cast aspersions on the data practices of any company whose name isn’t “Apple,” and there were a handful of those.

Ad tech vendors who scrape content to build contextual segments are irking publishers. And the latest tweak in Safari will cut down on vendors that camouflage themselves in first-party cookie tech.

The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?

Buyers already have access to the same information from the same trusted third-parties that publishers use to define Contextual Categories. So why bother?

When people decline tracking cookies or use already-cookieless browsers, such as Safari and Firefox, it can prevent brands from reaching potential customers who may be interested in seeing their ads. In an effort to tackle this addressability challenge, IBM recently ran a test campaign focused on retargeting B2B prospects across Safari and iOS in partnership with MediaMath and alternative identity provider ID5. IBM and MediaMath are longtime partners, but this test was the first time IBM worked with ID5.

Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. The longer runway will give advertisers and publishers more time to test post-third-party-cookie solutions. But despite the temptation to procrastinate, publishers and tech vendors told AdExchanger they don’t anticipate straying too far from the road maps they’d already established to meet the previous 2023 deadline.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Kii To Success? As the ad industry struggles to come up with solutions to its identity crisis, Kinesso, IPG’s data and technology unit, claims it has the key … ahem, the Kii. That’s what Kinesso is calling its new identity offering. In a world […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Publisher Action  Forbes is jumping on the special purpose acquisition company (SPAC) bandwagon as a route to go public, CNBC reports. The business publisher announced plans to IPO at a $630 million value. The cash infusion will help Forbes’s “digital transformation,” and CEO Mike […]