In this article, Jonas Jaanimagi, technology lead at IAB Australia, discusses the need for greater collaboration within the industry, and explains how Open Source is helping bring that about. In the current environment in our industry, it’s often hard to see through the relentless noise related to private eco-systems. It’s also hard to see past how this approach will only get worse moving forward, with large publishers and other platform players increasingly following suit and an ecosystem of federated walled-gardens emerging [...]

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In today’s ExchangeWire daily news digest: Google nears French antitrust settlement; Noyb to file 10,000 cookie complaints; and Amazon plans identifier release. Google nears French antitrust settlement Google is nearing a settlement with the French National Competition Authority (Autorité de la concurrence), over an ongoing antitrust case alleging the Californian colossus abused its market position within the online advertising industry to the detriment of competitors. According to reports first published in The Wall Street Journal, Google will be obliged to pay a [...]

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Facebook, Amazon and Google are unbeatable; just go and work for them. This is what the evolved part of your brain tells you on a daily basis. And, to a certain extent, it’s not wrong given how many senior ad tech people are finding refuge with the monopolies. It’s an easy life with free food – a place where you can coast until you are ready for your retirement. Yawn. Now here is the counterpoint. Yes, in display advertising these three [...]

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In this article, Asher Gordon, head of media at Tug explores how the industry is preparing for the post-cookie era, and sets out what brands can do to ensure that they’re ready for this monumental infrastructural shift. After months of hype, Apple’s iOS 14.5 update went live with surprisingly little fanfare. The long-awaited privacy features have arrived: now, users will be asked whether they want to opt in or out of in-app ad tracking. Some leading players have even started adjusting [...]

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In this article, Caroline Hugonenc, global VP insights and research at Teads,  outlines why marketers should consider making contextual targeting their prime strategy as they prepare for life after third-party cookies. Data privacy has been top of the agenda for most companies in the last few years, even gaining national coverage, with consumers becoming more aware of how their data is being used. Whether it’s the Netflix documentary The Social Dilemma, or Apple’s latest updates, privacy is now an international talking [...]

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Mikel Lekaroz, founder and CEO of Adbibo by Next14 and a member of IAB Spain’s Innotec, talks to ExchangeWire about the initiative’s Transparency, Consent, and Privacy Framework (TCPF), explaining how it works and what it aims to bring to the digital advertising ecosystem.   What is the purpose of the TCPF? TCPF is conceived as an ID solution for the non-authenticated traffic, something that most solutions proposed since the phasing out of third-party cookies, do not handle.   How does it work? The flow starts on [...]

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In this article, Kristina Prokop, CEO and co-founder of Eyeota, analyses marketers’ current awareness of the value of first-party data, and how they can realise ad tech’s ‘new oil’ to reach new audiences and deliver high-quality customer experiences. Google’s plans to phase out third-party cookies on Chrome has generated understandable anxiety within the advertising and marketing ecosystem, and it has rightfully spurred the hunt for durable strategies based on first-party data orchestration. A lot is riding on this transition—much more than [...]

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In this exclusive interview, ExchangeWire speaks to Simon Halstead, Vice President Exchange and Supply International, Verizon Media, to discuss how machine learning can be applied to contextual solutions to provide reach and scale in cookieless environments. What are the key opportunities available for publishers and buyers in the new cookieless environment? How do next-generation identity providers help these players realise these opportunities? Cookies did a lot of things, so moving beyond the current use of cookies for publishers and buyers is going [...]

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In this exclusive Q&A, Monty Weber (pictured below), global digital lead at OMD and Wires 2021 judge, evaluates the industry’s readiness for the post-cookie era, and shares his thoughts on some of the most prominent alternative targeting solutions.   Has ad land really got to grips with implementing post-cookie strategies? I’d say it has got to grips with planning to implement post-cookie solutions. There are a lot of theoretical cases in the market at the minute and fewer practical examples of where “post-cookie” [...]

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Advertising technology has always been somewhat difficult to explain to those not in the industry. “What do you really do? What the heck is a programmatic?” Questions we have all had to field. The last couple of months will surely have intensified such queries when, over the dining tables and hastily-purchased desks of the ad tech home-office, loved ones have witnessed an outbreak of “FLoC”. A single word to convince partners and housemates that we have finally lost purchase from [...]

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