CTV Providers Are Doing Their Own Thing – And That’s Great For The Industry
It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.
It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
Halfway through 2024, however, many publishers are feeling hopeful, especially as election season heats up and puts a focus on news – a category with an extremely engaged audience, writes Connatix CRO Jenn Chen.
“Can you tell me which hour of the day is most profitable for us?”
It’s a familiar scenario: You’re meeting with your client to review their latest campaign dashboard, and your client asks for a custom metric that goes just beyond the dashboard you’re sharing with them. You say you’ll check with the team and get right back to them.
By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms.
Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie?
Sure, it’s July. But as the 2024 holiday shopping season nears, using location intelligence allows businesses to integrate physical and digital experiences, creating a cohesive customer journey across both realms.
The industry shouldn’t let Google’s repeated delays slow down the progress we’ve made toward a more privacy-friendly advertising ecosystem. The need for innovation and collaboration is greater than ever.
The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging?
If advertisers don’t adopt strategies in adherence with the strictest privacy laws, they are likely looking at a future of continuous pivots, wasting time and money, writes Rachel Gantz.