Data-Driven Thinking
-
Data-Driven Thinking
How The Aftermath Of Apple’s ATT Prepares Us For User Choice In Chrome
When Google announced its plan to remove cookies from Chrome, whispers of an apocalypse echoed across the ad industry. Many feared this change would disrupt the $120 billion in ad spending that currently relies on cookies. Words like “demise” and “unprecedented” appeared in headlines. And then Google surprised us with its latest announcement: Cookies are […]
-
Data-Driven Thinking
Google Backpedaling On Its Cookie Phaseout Isn’t An Excuse For Complacency
Google has hit the brakes on its plan to eliminate third-party cookies. Instead of phasing out third-party cookies by default, Google now says it will offer Chrome users new privacy controls, allowing them to opt into or out of cookie tracking at the browser level in a more straightforward way. But the industry shouldn’t let […]
-
Data-Driven Thinking
How Can ID Bridging – The Foundation Of Our Space – Suddenly Be a Bad Thing?
The controversy regarding ID bridging in the bidstream can only be one of two things: confusion over how the ecosystem has evolved or overvigilance at the expense of publishers who are under attack like never before. The concept of ID bridging has long been the foundation of programmatic advertising. What is cookie matching but an […]
-
Data-Driven Thinking
Solving For Google’s Signal Deprecation Is Not A Future-Proof Privacy Strategy
During a panel at the recent Cannes Lions, Tracy-Ann Lim, chief media officer at JPMorgan Chase, put it simply: “Winter is coming from a data privacy standpoint.” In late April, Google delayed third-party cookie deprecation for the third time, extending what has now been a five-year waiting game into 2025. Does this latest delay mean […]
-
Data-Driven Thinking
Striking A Balance: Managing Content Moderation And Free Speech In Online Ecosystems
Periodically, the worlds of advertising and partisan politics collide. An impassioned and often politicized debate has taken center stage around the value of walled garden content moderation. There are those who proclaim that any initiative aimed at tackling harmful content on digital media platforms – and how advertising monetizes this content – infringes on freedom […]
-
Data-Driven Thinking
Boost ROI And Cut Waste: Mastering Incrementality And Standardization
The traditional media operating model is broken, demanding more money, time and resources as brands scale. Outdated metrics like CPMs and CTRs can hinder efficiency, while media fragmentation makes finding the right metrics tricky. But it doesn’t have to be this way. Digital media standardization can make practices, formats and metrics consistent across platforms. Aligning […]
-
Data-Driven Thinking
If You Have A Multifaceted Privacy Strategy, Deprecation Deadlines Don’t Matter
When it comes to managing identity, change and uncertainty can feel paralyzing these days. Will regulators start requiring more data-sharing opt-ins? How far will Google’s and Apple’s limitations on the IP address go? Will all the privacy disclosures and requests for data push consumers to say they’ve had enough? Rather than preparing for a single […]
-
Data-Driven Thinking
The Golden Calf Of Addressability: Reevaluating The Foundations Of Digital Advertising
In the tale of the Israelites and the golden calf, fear and doubt drive a once-faithful people to embrace a shiny object – a symbol of misplaced trust and faith. This story finds a poignant parallel in today’s digital advertising industry, particularly as we stand at the crossroads shaped by the impending sunset of third-party […]
-
Data-Driven Thinking
The Future Of Probabilistic Attribution: What Will Apple Do Next?
Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden. SKAdNetwork is available for download tracking but imposes privacy restrictions, making life harder for advertisers and ad networks. Consequently, numerous campaigns are still tracked by […]
-
Data-Driven Thinking
Minor Tweaks Can Produce Major Environmental Wins For The Advertising Industry
Reducing global climate emissions to a sustainable level requires such an overwhelming amount of work that the problem can feel disconnected from our daily lives. At work, becoming more sustainable can seem particularly daunting. Companies rely on factories and trucks, computers and offices. Becoming less reliant on these things requires capital investment. And many people […]