Month: February 2024

European app makers are seething, comparing Apple to “the Mafia” and piling pressure on lawmakers to act.

The biggest shakeups to online advertising can come when outsiders get a glimpse of how web monetization works – are revolted – and force change as a public service. For example, in 2011, Max Schrems was a law student on a semester abroad at Santa Clara University in California, near Facebook’s Menlo Park office. One […]

The post Meet Adalytics, An Asteroid Headed For Ad Tech appeared first on AdExchanger.

Remember the tagline for MTV’s “The Real World”? This is the true story of what happens when people stop being polite and start getting real. That could also serve as the tagline for the bombshell report released earlier this week by the IAB Tech Lab’s Privacy Sandbox Task Force analyzing whether the APIs in the […]

The post Girding For Battle In The Privacy Sandbox With IAB Tech Lab CEO Tony Katsur appeared first on AdExchanger.

The anonymous alphanumeric string made and lost fortunes in its short but eventful life. It was best-known for something it wasn’t actually designed to do: targeting ads. The cookie – originally named “magic cookie” – which single-handedly enabled a generation of ad targeting, measurement and some mayhem, died this year.  Its death came after a […]

The post The Magic Cookie, Longtime Enabler Of Ad Tech, Dies At 30 appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pwnership Funimation, a Sony-owned online anime show library, has described itself as a way to hold onto harder-to-find content “forever, but there are some restrictions.” Users are finding out what “some restrictions” means, writes Ars Technica.  In 2021, Sony acquired Crunchyroll, a larger […]

The post You Bought It, But Don’t Own It; The News On No More News appeared first on AdExchanger.

Google’s contentious, drawn-out crusade to eliminate third-party cookies in its browser may have surreptitiously slipped into ad industry purgatory.

Until now, this crusade has been one wild rollercoaster, full of unexpected twists and turns spanning the past four years. However, in the past week or so, the path to limbo for it has become glaringly obvious, all thanks to two major events. 

Let’s start with the most recent one first: the IAB Tech Lab’s blistering rebuke, released on February 8, of Google’s plan to replace third-party cookies with a suite of alternatives that fall short of doing the things those cookies currently do for the fundamental parts of advertising. With five main points of contention, spanning areas like audience management, auction dynamics, and creative delivery, the rebuke reads like a “best hits list” of all the grievances long held by ad execs against Google’s cookie crackdown.

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Keeping up with all things cookie depreciation is like attempting to dance the Macarena on a tightrope strung between two hot air balloons. It’s a precarious endeavor, and just when you think you’ve nailed the moves, you’re soaring off into uncharted airspace.

Consulting experts becomes as crucial as asking a toddler for fashion advice, because in this cookie conundrum, you’re one algorithm hiccup away from a digital face plant.

Which is precisely why Digiday contacted Rob Webster, global vp of strategy at digital marketing consultancy CvE, and Mattia Fosci, CEO of privacy-focused ad tech platform Anonymised. They’ve helped make sense of Google Ads Data Manager (GADM), which is being made available in Google Ads later this year.

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As evidenced in the IAB Tech Lab detailing its members’ grievances, the APIs and accompanying proposals listed in Google’s Privacy Sandbox represent the most deep-rooted disruption in ad tech in recent years. 

In a recent study, the global standards body’s Privacy Sandbox taskforce analyzed several of its proposals. It claimed only a handful were fit for purposes, with even fewer members reporting comfort with the provided documentation. 

Hence, it’s clear that better education on Privacy Sandbox’s proposed APIs is needed, and it’s worth asking the question: WTF are Related Website Sets? See the explainer video below by Digiday senior media editor Tim Peterson.

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Disney’s $1.5 billion stake in Epic Games is not just a play to make video games. It’s Disney’s first step towards a potentially transformative future media business: the metaversal theme park.

On February 7, Disney announced its plans to acquire a $1.5 billion equity stake in Epic Games, the developer of Unreal Engine and popular first-person shooter title “Fortnite.” The deal is a clear signal that the entertainment giant hopes to populate the metaverse to come with its homegrown characters and IP. 

“This very firmly solidifies gaming as not just a large part of the entire entertainment ecosystem, but actually it’s future — because that’s the bet that Disney’s taking,” said Irina Shames, chief commercial officer of the gaming talent management and consulting firms Loaded and Open World.

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In February 2022, The Trade Desk stirred debate with the debut of OpenPath. This initiative saw it integrate directly with publishers in a manner that some interpreted as the demand-side platform effectively cutting out supply-side platforms.

Two years later, the industry’s largest independent DSP is following through, this time extending OpenPath to CTV media owners, with separate sources from both the buy- and sell-sides of the industry telling Digiday The Trade Desk began opening such negotiations in recent months.

According to documentation seen by Digiday, Cox Media Group and Zilio have already been confirmed as trading their CTV inventory on the platform. The Trade Desk later confirmed this with Digiday.

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