Paapi

I'm thrilled to share that next Thursday 6th Feb I'll be pitching Paapi at the AdTech Economic Forum to an esteemed panel featuring Sir Martin Sorrell Rich Ashton Joanna Burton Giovanni Strocchi Claire Houry and Rémi Lemonnier It's humbling but also hugely energising to share the stage with such an impressive bunch of entrepreneurs—Mattia Fosci James O'Connor Aly Nurmohamed Jamie Barnard Olaf Peters-Kim Anne Coghlan Rui de Freitas Fabian Beste Jules Minvielle—whose innovations are helping redefine the field. This will all be played out in the prestigious 225 year old lecture theatre of The Royal Institution—the founding principles of which quite fittingly, Wikipedia tells me, were 'diffusing the knowledge of useful mechanical inventions and improvements' The organisers have kindly offered us half-price tickets to share with our network so if you'd like to join us there please ping me a message and I'll share the code. https://lnkd.in/eQFYizVy

NumberEight Launches the First-Ever ID-less Solution Landscape Map 🚀 Ending 2024 with a real milestone, we are proud to announce the launch of the first-ever ID-less solution landscape map—a comprehensive guide to help advertisers navigate the evolving world of privacy-first advertising. 🔑📊 As privacy regulations tighten 🔒 and traditional tracking methods face challenges, our map simplifies identifying the most effective ID-less technologies. Updated quarterly, it supports advertisers in meeting compliance ✅ and future-proofing their strategies. 🚀 Chris Watts, Co-founder and CTO of NumberEight, shares: “Our ID-less solution landscape map empowers advertisers to find the right solutions and accelerates the growth of privacy-first advertising.” 🌱 2025 will mark the year of wide-scale adoption and implementation of ID-less solutions. 🌐 #privacyfirst #IDlessAdvertising #AdvertisingInnovation #DigitalAdvertising #PrivacyCompliance #NumberEight

Embracing Private Advertising 🔐 🗝 What if, you can measure post view and click across the open web and walled gardens? Please bear with me as I introduce you to concepts such as “Fenced Frames,” “Shared Storage,” and “Trusted Execution Environment.” These are all concepts or APIs built into Google’s Privacy Sandbox. While they primarily apply to Chrome, they are equally portable to Edge, Safari, and Firefox across all browsers. First and foremost, they are all designed to protect the user’s privacy. “Fenced Frames” are similar to iframes, except that iframe cannot read data from the top-level domain. In plain terms, the advertiser’s ad placed inside a Fenced Frame cannot read data from the publisher's webpage where the ad is served. “Shared Storage” is a secure and partitioned container within the browser where data from the Fenced Frame can be stored. “Trusted Execution Environment” is an environment that enables data to be securely shared. How This Works: The publisher creates a Fenced Frame ad slot on the page where the advertiser’s ad will be rendered. Inside the advertiser’s ad creative, code inserts click and impression data into Shared Storage. This is not limited to clicks and impressions; other events such as mouse hovers, scrolls, etc., can also be recorded. The advertiser, typically through a Measurement Provider, periodically retrieves the data from Shared Storage within the Trusted Execution Environment. The Measurement Provider uses an aggregation service that reads and decrypts the encrypted data, producing a summarized “readable” report. This summary report includes a level of noise to obfuscate the user’s identity. This could serve as a universal solution for cross-site Multi-Touch measurement that does not compromise user identity, addressing key concerns for walled gardens and publishers. For advertisers, it provides a complete picture of costs and revenue, enabling them to make informed decisions. ♻ Repost to help your network. Follow me for more like this. #paapi, #google, #privacysandbox, #fencedframe, sharedstorage, #tee, #mta

Embracing Private Advertising 🔐 🗝 Why is the “User Prompt” terrible for Advertisers?   For the vast majority of regular people who are not involved in AdTech or Digital Advertising, it might seem puzzling why the removal of cookies is considered a competitive concern. If consumers truly understood what cookies are used for, it’s safe to say that most would object—whether strongly or mildly. This is why the “user prompt” Google is considering is unlikely to change the fate of cookies. The prompt essentially asks for user consent to “track you across the web,” which is unlikely to be well-received. Although this perspective might not align with conventional wisdom, I believe that AdTech’s complaints, which led to the development of the “user prompt,” may actually harm their businesses further. Let me explain. First, it’s important to note that cookies are still present in many popular browsers, such as Safari and Firefox. However, their use for cross-site tracking was phased out years ago with the advent of Intelligent Tracking Prevention (ITP). All browsers are now introducing partitioned storage, where cookies can only be accessed within a single domain. For instance, if a user visits website A and website B, there will be a cookie containing data for website A and another cookie for website B. There will not, however, be a single cookie that spans both A and B. Cookies were once the cornerstone of relevant targeting and measurement. But if cookies can no longer be used for cross-site tracking, what purpose do they serve? It seems that AdTech is merely trying to buy time before the inevitable shift away from cookies. Google’s Protected Audience solution offers an alternative for relevant targeting. It provides a serious competitor to Universal IDs, as it covers all Chrome and Edge browsers—a substantial 70% of the addressable market. This ID-free solution offers a viable path forward. With this context, here’s why I think the “user prompt” is a terrible idea for advertisers and doesn’t make sense for anyone involved. Besides logistical questions such as “When is the user prompt displayed?” and “How often does this need to be repeated?”, there’s a fundamental issue: when users visit an advertiser’s website for the first time, they are already asked to consent to targeting, as required by law in many countries. The “user prompt” essentially asks for the same consent—targeting permission. If users decline, how does this benefit advertisers, regardless of how one feels about Google? This is a disaster for advertisers, as they’ve already observed a significant drop in users accepting cookie banners. Adding yet another hurdle will only make things worse. Is the goal to eliminate relevant targeting entirely and force advertisers to rely exclusively on contextual advertising?   ♻ Repost to help your network. Follow me for more like this. #paapi, #google, #userprompt, #advertising 

There's a real sense of the boy who called wolf in Google's cookie deprecation saga–after so many false alarms, the wolf might just be strolling up to the sheep pen licking his lips in plain sight... While most of the industry have reverted to BAU, the CMA appear to be moving at a pace towards getting this thing done and dusted. The headline news not gaining too many headlines from their latest report, is that they want to resolve all outstanding issues by end of the year. All the buzz over the past 5 years around cookies being whacked, and now we're reaching the penultimate season 8 blockbuster finale, and it appears no one seems to be particularly fussed. Help me out here adtech/ media people, am I missing something? I'll say it again, as this cookie thing has the habit of causing eyes to instantly glaze over - they plan to resolve all outstanding concerns with Google by the end of the year, on both the sandbox and consent pop-up. And as a reminder to what happened in previous seasons, the main barrier preventing cookie deprecation as far as I'm aware was the CMA.... so logic holds we should see a major announcement around this from Google soon. That's our guess anyway given the sandbox team appear to be pressing on full steam ahead. Brands and agencies if you're not testing Protected Audience API in the sandbox, you should be–it's an entirely new programmatic ecosystem and could soon be the only game in town. Paapi can help with that! The Google consent-pop up wolf is creeping up on the cookie sheep, media village folk. You have been warned! https://lnkd.in/e_Se6YBk

Embracing Private Advertising 🔐 🗝 Why Protected Audience API is critical for D2C brands? The Protected Audience (PA) API may not mean much to most people, but it is one of three main approaches to targeting audiences. These approaches are: 👤 Contextual (also known as Seller/Publisher Curated Audiences) 👤 Protected Audience (PA) API / Universal IDs 👤 Customer Match Each of these approaches aligns with a specific audience type: ➡ Unknown Users: The vast majority fall into this category. Advertisers target these users to build brand awareness or drive new traffic and acquisition. Targeting is based on a profile that reflects the advertiser’s ideal customer. ➡ Known but Unauthenticated Users: These are website visitors who may have arrived organically or through paid ads. ➡ Known and Authenticated Users: These users have shared their identity, often through registration or purchase. Respectively, these audiences align with the Upper, Mid, and Lower Funnel stages. For many D2C brands that sell high-consideration products or services, the PA API can make a significant difference in driving incremental and sustainable performance. When a brand invests in media to drive unknown users (new potential customers) to its website, those users have already shown interest in the brand’s products or services. At this stage, the only way to retarget these users is through an ID-free solution like the PA API and/or by using Universal IDs. Here are a few reasons why PA API should be considered: 💰 Cost Savings: No additional costs are incurred for IDs. 🌍 Broad Reach: All Chrome, Edge, and Android users are addressable, representing approx. 70% of internet users. 🔃 Full-Funnel Solution: Although PA primarily addresses the mid-funnel for known unauthenticated users, it is equally suited for targeting across the upper and lower funnels. ♻ Repost to help your network. Follow me for more like this. #paapi, #privacy, #targeting, #google, #privacysandbox, #advertising

Embracing Private Advertising 🔐 🗝 What does Differential Privacy have to do with Multi-Touch Measurement? Differential Privacy is a technique that enables analysts to learn about trends in sensitive data without revealing information specific to individuals. For example, the US Census Bureau used Differential Privacy in 2020 when publishing its aggregated census data. Because powerful supercomputers can link and de-identify individuals across datasets, "noise" — scientifically referred to as “epsilon” — is added to the census data. This prevents the possibility that any single data point in the census could be traced back to an individual. For instance, suppose a hacker knows certain details about a person, such as age, race, occupation, and household size, and wants to discover that individual’s income. If only one or very few people meet that specific criteria, the individual’s data could be compromised. Differential Privacy reduces this risk by adding a controlled amount of noise. In the context of ad measurement, there is a trade-off between “privacy” and “utility.” Privacy Sandbox supports Measurement through a combination of the Attribution Reporting API, Shared Storage API, and Private Aggregation API. The Private Aggregation API is specifically designed for cross-site use cases. Multi-Touch Attribution (MTA) is an example of a cross-site use case, where advertisers aim to understand how impressions on various publisher sites lead to conversions. How much “noise” should be applied to the data to protect privacy without reducing data utility? If the amount of noise can be minimised while preserving user privacy, MTA could accurately be used to: ·        Credit impressions from the open web and walled gardens like Retail Media Networks ·        Optimise programmatic ad spending by adjusting frequency and pacing ·        Calculate ROAS (Return on Ad Spend) at an individual level, within a certain precision determined by epsilon The higher the accuracy the better the outcome. Paapi is working with the Privacy Sandbox team to experiment with the Shared Storage and Private Aggregation APIs, offering innovative cross-site measurement use cases that require zero user IDs. ♻ Repost to help your network. Follow me for more like this. #paapi, #privacy, #measurement, #google, #privacysandbox, #multitouch, #advertising

Embracing Private Advertising 🔐 🗝 Do you have a favourite PET? PET stands for Privacy Enhancing Technology, and these come in many forms. While PETs are relatively new in advertising, they are commonly used in banking and healthcare to manage sensitive personal data. Digital advertising has been slow in adopting PETs, but here are some key reasons why we should: 🎯 Target users without identifiers. PETs allow targeting without matching, aging, or pseudonymisation issues associated with identifiers. Best of all, users' identities remain shielded and protected. 🎯 Securely share personal “advertising” signals, such as impressions, with trusted partners. This opens the potential for signal gain and unlocks valuable data from walled gardens. 🎯 Protect personal data from unauthorised access in case it is compromised. 🎯 Enable “Privacy by Design and by Default.” With PETs, privacy is embedded from the start, reducing the risk of penalties and wrapped in regulatory quagmire. Here are some PETs you may or may not have encountered: Google’s PET: Privacy Sandbox Microsoft’s PET: Ad Selection API Meta’s PET: Private Computation Amazon’s PET: Amazon Clean Room Mozilla’s PET: Private Click Measurement Apple’s PET: AttributionKit We’re excited about PETs as a promising solution for Targeting and Measurement, enabling Brands to reach audiences across ALL SCREENS 📱, access both ENDEMIC and NON-ENDEMIC inventory, and tap into sought-after user SIGNALS.  ♻ Repost to help your network. Follow me for more like this. #paapi, #privacy, #google, #privacysandbox, #meta, #microsoft, #amazon, #apple

Embracing Private Advertising 🔐 🗝 Have you heard of CHIPS? The acronym CHIPS stands for “Cookies Having Independent Partitioned State.” While much attention is focused on the eagerly anticipated ruling by the Competition and Markets Authority (CMA), few are considering why Google created the Privacy Sandbox in 2019. That same year, the European Union enacted the General Data Protection Regulation (GDPR), which governs how organisations handle personal data—a major shift toward "Privacy" had begun. Organisational measures alone would not be adequate to ensure personal data protection; enforcement and support with technology were essential. CHIPS is one of many Privacy-Enhancing Technologies introduced as part of the Privacy Sandbox. Why is this important? Until now, AdTech companies could stitch together a user’s data across sites using third-party cookie identifiers. Now, although Google has paused the phaseout of third-party cookies, there’s an almost euphoric belief that this signals a return to the status quo. Unfortunately, that’s not the case. The introduction of CHIPS prevents such stitching, rendering the third-party cookie essentially worthless—a key that unlocks no door. CHIPS imposes a partition on the cookie. For example, when an AdTech company drops a third-party cookie on an advertiser’s website, that cookie can only be read by that AdTech company on that specific advertiser’s domain, as shown in the diagram below. In short, whether the third-party cookie remains, it can no longer be used for cross-site targeting or measurement. It’s time to say goodbye, adiós, au revoir, verabschiedung, arrivederci to 3rd party cookies and adopt new technologies that are “privacy by design and by default." ♻ Repost to help your network. Follow me for more like this. #paapi, #privacy, #measurement, #google, #privacysandbox, #cookie, #chips

Embracing Private Advertising 🔐 🗝 Is Privacy Sandbox the Only Viable Successor to Cookies? First, let’s be fair: many publishers and AdTech companies have been burned by Google, so I understand the hesitation in collaborating with Google on the Privacy Sandbox. Is this a case of “cutting off one's nose to spite one's face”? Public and political sentiment has dramatically shifted in favour of privacy. Privacy is now an existential threat to many AdTech businesses, as seen in the stance of the Competition and Markets Authority (CMA) with the deprecation of third-party cookies. I don’t believe retiring cookies is the core issue for the CMA, given that other browsers have already done so. Reading between the lines, I think the real concern is Chrome’s dominance. As a technologist, holding onto cookies is futile. Big tech companies are already shifting their focus to Privacy Enhancing Technologies (PETs) to ensure the continued success of digital advertising. Google’s Privacy Sandbox is the most advanced of these PETs, alongside Microsoft’s Ad Selection API. They are the only APIs that address both targeting and measurement. Other PETs, such as Private Computation, Private Click Measurement, and AttributionKit, as their names suggest, focus solely on measurement. For Chrome, there is no viable alternative or successor to cookies for retargeting and measurement other than the Privacy Sandbox. Regardless of where the CMA ultimately lands on the Privacy Sandbox, it is here to stay. All PETs are complex, and Privacy Sandbox is no exception. These technologies will no doubt improve over time, and at Paapi, we see promising new innovations in advertising that are privacy-by-design, where personal data can be shared securely. I’ll leave with this thought, Andy Grove CEO of Intel talked about “Strategic Inflection Point” in his book published in 1996 titled “Only the Paranoid Survive”. I believe Digital Advertising is at that Inflection Point. Those businesses that adapt to Privacy will thrive and those that don’t will wither. ♻ Repost to help your network. Follow me for more like this. #paapi, #privacy, #measurement, #google, #privacysandbox, #cookie, #inflectionpoint