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. [...]

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2020 turned out to be a year like no other, and that was no less the case in the world of ad tech. Triggered by Google’s bombshell announcement that they would stop supporting third-party cookies on their Chrome browser by 2022, identity, and how to approach it, became a primary focus for many.  In our first in a series of prediction articles, figures from across the industry tells us what they think 2021 will hold for identity.   Universal identifiers will become the [...]

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Trust and transparency have long dogged the ad tech industry, with many welcoming the introduction of tighter data legislation and the overhaul of targeting infrastructure as steps towards achieving a more open and honest space. These changes are not a cure-all, however, and more needs to be done to resolve what is a deeply entrenched issue. In this exclusive article, Jonas Jaanimagi (pictured below), technology lead at IAB Australia, writes about how the industry can rebuild its foundations in order [...]

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There are lots of startups emerging from Europe that are addressing measurement and targeting in a privacy-first world. Below I profile 17 European ad tech companies that will have a big 2021, and why you, dear readers, need to keep an eye on them. The 17 cut across the sweet spots of ad tech right now: privacy, ID, context, measurement, emerging channels (gaming mostly), and shopping commerce.   1. Zeotap It’s been a stellar year for Zeotap. The company to date has done [...]

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As the walls close in on third-party cookies and regulators increasingly put data practices under the microscope, the ad tech industry has had to find and develop new ways to target audiences whilst upholding their right to privacy. One such solution which is still under development, is Google’s Privacy Sandbox, which will purportedly support targeting through the use of anonymised data. We spoke to David Folgueira (pictured below), deputy executive director at Prisma Media, to find out what he thinks [...]

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The dominance of the world’s biggest tech firms has become an issue that is impossible to ignore. Posing threats to innovation, competition, and even democracy, the Big Four (Google, Amazon, Apple, and Facebook) and their peers are under keener scrutiny than ever before. Whilst lawmakers have the power to take these firms to court, what part can the ad tech industry play in curbing the might of Big Tech? Valbona Gjini (pictured below), marketing director at ID5 gives her perspective [...]

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With the transition to the latest version of IAB Europe’s Transparency Consent Framework (TCF v2.0) now complete, some are optimistic that a new era of digital marketing is fast approaching. However, with user data still playing an integral part in many businesses’ marketing strategies, industry figures must recognise that TCF v2.0 is not the end, but the beginning, of a transformation towards an ad landscape that puts privacy first. Anna Schenk (pictured below), managing director, EMEA at Semasio, writes about [...]

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Times are changing for digital advertising – after a series of scandals and investigations, regulators and consumers are more conscious than ever of the power of personal data. Advertisers have already been gearing up to deal with impending changes to the industry’s infrastructure, with many looking into first-party data and other solutions to target audiences in a post-cookie world. But there is another element to this and other transformations, and that is the opportunity they grant the industry to instil [...]

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With the sun rapidly setting on third-party cookies, a persistent global pandemic, and social and political unrest around the world, there has never been more pressure on brands to ensure that their advertising is not just accurate, but relevant and sensitive. However, the ad industry has proved that it is willing and able to adapt, with firms exploring new solutions to power an ecosystem that serves consumers and companies alike. One such solution that has seen a resurgence amidst tightening [...]

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In today’s ExchangeWire news digest: IAB Tech Lab announces it will close its cookie-sharing platform, DigiTrust, by the end of July; Apple faces fresh backlash after blocking competitor email app Hey, insisting that it should get commission from any subscriptions purchased through its App Store; and Google pulls over 70 apps from its Chrome Web Store after research uncovers a wide-scale malware attack.   IAB Tech Lab prepares to close down DigiTrust platform   The IAB Tech Lab has announced that it plans to [...]

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