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  Tuesday, May 8

Today's Must Read

Data-Driven Thinking...Did Google Just Kill Independent Attribution?
Under cover of GDPR and congressional inquests, both Google and Facebook have managed to accelerate their isolationism. At a moment when they seemed under siege, they deepened their moats. Historians of chaos strategy will study their tactics for years. More.

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Viant’s Data Lake Is Out Of Beta And Ready To Be Fished
Think of the data lake as a customer data platform on speed or the love child of a data management platform and a data warehouse for vast quantities of structured and unstructured data, from deterministic and household-level data to server logs and the impressions generated by an advertiser’s own campaigns. More.

Advertiser Perceptions: Non-Walled Garden DSPs Struggle To Get Ahead
Aside from the Trade Desk, which outstrips competitors among agencies, independent DSPs still struggle to differentiate or break out from the pack behind the category killers, Google’s DoubleClick Bid Manager (DBM) and Amazon’s ad platform, in Advertiser Perceptions’ latest demand-side platform benchmark report released Monday. More.

On TV & Video...What Might Replace The CPM Pricing Model For Video Ad Buying?
A new system will also have to offer as much transparency as possible. Programmatic has fueled much growth in advertising, but it creates an additional layer between advertisers and consumers, making it easier for low-quality or even shady publishers to hide in the weeds. More.

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News Round Up

Bill Gates On Ad Privacy

Regulation poses a striking challenge to online ad sellers, “but I do think the big companies, as regulation comes, will be able to handle it,” says Microsoft co-founder Bill Gates in a CNBC interview alongside Warren Buffett. “People don’t mind having a little bit of demographic information about themselves used to target ads. That’s value added to the user. And there are issues about medical records or the content of your communications that are very private. One challenge with the privacy laws is making sure small companies can still get involved in the ad market. These rules could block lots of new companies.” Watch the segment.

Nothing Personal​

Google will let publishers choose between “personalized ads” and “non-personalized ads” as part of its ​GDPR compliance efforts, the company said in a note to DFP customers on Friday.  Publishers that choose “personalized ads” are then given two options: Either manually upload a list of ad tech partners or choose a curated list of about 200 commonly used vendors. “The commonly used list comprises the ad technology providers associated with the most revenue to publishers,” the note said. The idea is that with a curated list of top tech vendors, most publishers will be set with whichever partners they list in opt-in pop-ups. The partners in the pre-set bundle include DSPs, SSPs, ad networks, holding company tech solutions, in-app ad tech and point solutions like retargeting, location-based targeting and even travel search. Related: Google’s default consent tool for end users will only allow publishers to obtain tracking opt-ins for a maximum of 12 vendors. Read that.

At What Price?

The first-price auction model is on the rise. Forty-three percent of impressions were sold on first-price auctions in March, according to a study by DSP Getintent that assessed bids across 39 SSPs. That’s way up from December, when a similar study found just 5.8% of impressions sold in first-price auctions. Getintent estimates that OpenX and PubMatic sell 40-60% of their inventory in first-price auctions and Index Exchange sells almost all of its inventory using that model. More at eMarketer.

School Of Hard Knocks

Facebook didn’t strictly observe how academic researchers applied the sensitive data it made available to them, as evidenced by the ease with which Cambridge Analytica was able to take receipt of such data from Cambridge professor Aleksandr Kogan. In an examination of six data sets compiled by researchers from 2006 to 2017, The New York Times found studies of national political preferences and civic engagement that drew on data generated by 21 million Facebook users across four continents. “What Kogan did was wrong. But what Kogan did, many others do on a much larger scale,” says Michal Kosinski, former researcher and creator of Facebook quiz app MyPersonality. “They just don’t get caught.” More.

Mind The Store

Le Figaro, one of two French newspapers of record along with Le Monde, was suspended from the Apple App Store for part of the weekend because of its location data and advertising SDK vendor Teemo. All the apps licensing Teemo’s SDK seem to have been briefly dropped from the Apple store, reports the Journal du Net (in French). It could be the first of many such brief expulsions as Apple shuts down offending vendors to comply with GDPR. Apple’s sudden decision to excise the Teemo SDK – at least until it’s re-accepted into the App Store – comes just after a BuzzFeed report on the company. Apple and Google often kick out problematic third-party software after press exposure.

But Wait, There’s More!


AdExchanger Talks Episode 75: Pivotal Research's Brian Wieser
AdExchanger Talks Episode 74: iSpot.tv's Sean Muller
AdExchanger Talks Episode 73: Getty Images' Kavata Mbondo
AdExchanger Talks Episode 72: NYIAX's Carolina Abenante
AdExchanger Talks Episode 71: Gartner's Martin Kihn
AdExchanger Talks Episode 70: Cognitiv's Jeremy Fain
AdExchanger Talks Episode 69: Prohaska Consulting's Matt Prohaska
AdExchanger Talks Episode 68: 4C Insights' Lance Neuhauser
AdExchanger Talks Episode 67: Goodway Group's Jay Friedman
AdExchanger Talks Episode 66: Visto's Kerry Bianchi
AdExchanger Talks Episode 65: Forrester's Joanna O'Connell

Get More AdExchanger Talks Episodes >>

PROGRAMMATIC I/O, New York, October 15-16, 2018
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PROGRAMMATIC I/O, San Francisco, April 29-30, 2019

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