Google Looks to FLoC for Post-Cookie Targeting; IPA Bellwether Forecasts Eventual Recovery
In today’s ExchangeWire news digest: Google indicates that it will use FLoC for targeted advertising once third-party cookies disappear; the IPA’s Q4 2020 Bellwether Report asserts that ad spend will recover despite current pessimism; and America’s largest cinema chain, AMC, raises enough fresh funding to save it from bankruptcy. Google to replace cookies with FLoC Google has effectively opted to use Federated Learning of Cohorts (FLoC) as a replacement for third-party cookies within Chrome. Part of the search leaders’ ‘privacy sandbox’, the [...]
Addressability in 2021: Re-Framing an Identity Infrastructure Without Cookies
Following LiveRamp’s Christian Carlsson’s appearance on ExchangeWire’s latest episode of TraderTalk TV, Zara Erismann (pictured below), MD Publisher, Europe at LiveRamp, writes about how authenticated traffic solutions leverage identity to help advertisers’ reach their audiences. Against a backdrop of global turmoil, the advertising industry, too, is undergoing disruption. Regulations like GDPR and CCPA, limits to device identifiers, the deprecation of third-party cookies, and Google’s removal of DCM logs all add up to a re-imagining of a two-decade old digital ad targeting stack. [...]
Zeotap Extends Series C Financing; MeritDirect Acquires 180byTwo
In today’s ExchangeWire news digest: Zeotap extends Series C financing to USD$60.5m; MeritDirect acquires 180byTwo; and WPP consolidates Geometry with VMLY&R to form VMLY&R Commerce. Zeotap extends Series C financing to USD$60.5m (£45.8m) Customer intelligence platform (CIP) Zeotap has announced a USD$18.5m (£14.0m) extension to its Series C financing round brokered in July this year, taking total funding raised through the tranche to USD$60.5m (£45.8m). The extension was led by SignalFire’s Breakout Fund vehicle, and will be used by Zeotap to further [...]
The Four Dimensions of Audience Addressability: Screens, Technology, Time, and Data
Screens have become omnipresent in the everyday lives of most modern consumers, turning mobile into a vast arena in which advertisers can find their audiences. However, as with any channel, mobile comes with its own challenges – with users often switching between several devices, and tighter regulation around targeting, advertisers must find a way to reach their audiences across devices in a compliant and transparent way. Mark Williams (pictured below), director EMEA at PubMatic, writes exclusively for ExchangeWire about the [...]
How Sales Organisations Can Survive in a Socially-Distanced World
As leads continue to avoid physical meetings and use online tools to interact with brands, sales organisations will need to adapt their processes to take advantage of the data they are collecting. Fabien Cros (pictured below), data consulting director at AI and data-driven consulting firm Artefact, explains how they can succeed. In April 2020, 3.9 billion people were in lockdown across 90 countries. Even as quarantine measures are scaled back, lead generation activities and sales pipelines are coming under immense pressure. [...]
Addressability is Key to a Healthy Ad Ecosystem: Q&A with Erica Schmidt, Matterkind
Whilst businesses continue to battle against the COVID-19 onslaught, the need for greater addressability and transparency has become more prominent than ever. With concerns surrounding how advertisers use consumer data pre-dating the current crisis, how is the industry responding to the call for a healthier and more accountable ecosystem? We spoke to Erica Schmidt (pictured below), global CEO of Matterkind, about IPG’s newest division, and how it hopes to help transform the industry. How did Matterkind come about? We acquired Acxiom in [...]
Why Content is the New Digital Hero
Writing exclusively for ExchangeWire, Andrew Morsy (pictured below), managing director international, Peer39, takes a creative look at how content, rather than audience, is set to become the point of focus for the digital advertising industry. If digital advertising was a blockbuster movie, its hero would be the audience, around which all action is centred. As a result, an entire industry has grown up around the targeting of ads based on consumers’ personal information and internet habits. But as the ecosystem’s storyline unfolds, [...]
DoubleVerify Acquires Ad-Juster; Rubicon Project Announces LiveRamp Integration
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: DoubleVerify acquires Ad-Juster; Rubicon Project announces LiveRamp integration; IPA supports ISBA Origin; AudienceProject launches AudienceHub; and Innovid expanding in Europe. DoubleVerify acquires Ad-Juster DoubleVerify, a leading independent platform for digital media measurement and analytics, has announced the acquisition of Ad-Juster, a SaaS-based reporting and analytics platform for digital publishers. Ad-Juster services deliver the data transparency and insights publishers use to [...]
Sixty-Two Percent of Consumers Report Better Online Ad Experience; 4C Launches Source-of-Truth Attribution
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: 62 percent of consumers report a better experience with online ads than a year ago; 4C launches solution to optimise ad campaigns and measure business outcomes more effectively; Equifax DDM expands partnership with audience tech platform into US. 62 percent of consumers report a better experience with online ads than a year ago dataxu, a leading global software provider [...]
GDC Day Two Roundup: Google Enters Gaming Market with Stadia
Google has made its move on gaming with the announcement of streaming platform Stadia. The news came on the second day of the Game Developers Conference in San Francisco; and it surely stands as one of the most significant gaming reveals in the industry’s history. Such a major player moving in with such an ambitious platform could radically impact the broad ecosystem of the industry, the makeup of audiences playing games, and the way the medium is consumed and designed. However, Stadia’s [...]
