Here’s today’s roundup of AdExchanger.com news… Want it by email? Register here.
Privacy Technology and Privacy Theater
The advertising industry, especially publishers, needs programmatic means to convey signals of trust.
There is the IAB Europe Transparency and Consent Framework. But it was deemed illegal by the Belgian data protection regulator and is being redesigned.
Regulators say the TCF must have auditable and enforceable standards for every ad impression. This is difficult given that the TCF must monitor virtually all advertisements on the European Internet within milliseconds while it is loading.
One startup trying to produce privacy audits is SafeGuard Privacy, which launched last week with clients Neustar, Habu, CafeMedia, Publishers Clearing House and BusinessOnline, a digital agency.
Ad verification and fraud detection companies like Human (formerly White Ops) filled a similar programmatic trust void for publishers when bots and invalid traffic emerged as a major concern. The Trade Desk and other platforms required White Ops to monitor every impression, sourcing and vendors agreed to the terms of these audits, and this eased tensions with advertisers.
“This provides transparency across the media buying community and demonstrates that all publishers, regardless of size, can prioritize privacy in this complicated landscape,” said Paul Bannister, Chief Strategy Officer of CafeMedia, in a statement. Release. “The ability to quickly and easily assess and demonstrate compliance in every required state or country is a game-changer.”
Who, little old me?
Apple touted an investor report from last week, which put Apple Music well behind Spotify globally and behind Pandora in the US; it also showed Google, Waze and other map services ahead of Apple Maps and had Apple TV+ a distant non-competitor to Netflix, Amazon Prime and Hulu.
So, uh… why is Apple bragging about it?
Because Apple wants to show that the iOS ecosystem is dominated by third-party apps, not its own services.
In 2019, Sissie Hsiao, then Google’s VP of Ad Product Management (now VP and GM of Google Assistant), wrote a blog post similarly extolling how bad the ad tech market is. was “crowded and competitive” – taking a rare moment to call out his rivals as a devious way to demonstrate he hadn’t stifled competition.
“Our quantitative analyzes of app engagement (not just app downloads) demonstrate that across many app types, Apple’s own apps are eclipsed in popularity and account for a relatively low,” according to one of the economists who authored the report. on Apple. (Apple felt this quote was important enough to blow it up to fill the page.)
Right time, right place
Digital display media have regained their footing. People are returning to work and traveling, and marketers are testing location-based ad offers or outdoor news.
As the industry recovers, some of this new inventory is available programmatically for the first time, leading Omnicom Media Group to roll out a programmatic PMP for its customers that includes approximately 80,000 screens, Digiday reports.
The DOOH offering brings programmatic companies closer to where they want to be: the point of purchase. And DOOH advertisers want to be able to attribute impressions to sales to grow as a channel – programmatic brings this as a core competency.
It’s a hodgepodge of inventory. Omnicom partners with networks such as Grocery TV, GSTV (which operates screens at gas stations) and other sources – malls, golf carts, anywhere a screen can be effectively installed – for its PMP based at the place.
Meanwhile, new DOOH displays are being spotted in the wild in droves mass transit systems like the MTA. While it doesn’t offer a direct point of purchase, it may drive one if the Dunkin’ Donuts ad is appealing enough (or if there’s a QR code to entice bored cyclists into shopping).
But wait, there’s more!
Social media users circumvent content moderation by using “algospeak”, a code slang to evade filters. [WaPo]
Commercial marketing technology company Lucky raises $3 million seed round. [release]
The past, present and future of structured data with Google Search. [Search Engine Roundtable]
Toolkits: the pros and cons of monthly, quarterly, and annual subscription terms. [blog]
The Elon Musk-Twitter board news seems innocuous, but sets a collision course with the advertising industry. [Big Technology]
Amazon plans to appeal the New York labor victory. [WSJ]
You are engaged!
Warner Bros. Discovery appoints Jon Steinlauf director of US advertising sales. [MediaPost]