Ezoic’s Post

If you asked #publishers last summer which alternative identifiers presented the most promise for replacing third-party #cookies, most would have responded with a fatigued shrug. But now some are able to quantify the cookie replacements’ revenue impact. In a test of Unified ID 2.0 — which was developed by The Trade Desk, had been managed by Prebid.org and is now operated by TTD — Justin Wohl, CRO of Salon.com, Snopes.com and TV Tropes, recorded a 200% increase in #CPMs compared to ads served to an authenticated audience with third-party cookies present. The testing started in early Q4 2023 and specifically focused on TVTropes.org’s logged-in user base, which represents about 5% of the site’s 150 million pageviews per month. The cookieless test group was confined to Apple’s #Safari browser, which enabled the publisher to evaluate the alternative ID’s revenue impact in an environment isolated from third-party cookies.

I know no one is surprised that Google has delayed the deprecation of the cookie on Chrome again, but I wanted to share my thoughts on it. Does it really matter that Google keeps delaying this? Not really. Nearly half of consumers can't be targeted or measured anyway since Safari, Firefox, and Microsoft Edge have been cookieless for years. CTV and mobile in-app are cookieless as well. Consent is also the expectation for consumers. LiveRamp is and has been prepared for the deprecation of third-party cookies for some time now. The fact of the matter is, cookieless solutions perform significantly better than cookies already. RampID and Google PAIR consistently outperform cookies and adds reach across cookieless browsers and CTV. So while it may seem there's more time to figure out a solution for a post-cookie world, there is no better time to act than now. If you want omnichannel solutions that can measure accurately across screens, deliver better performance, and respect the transparency and choice of your customers, you should be moving away from third-party cookies — and fast. The shift from fall 2024 to early 2025 is only a matter of months. I'm here to help!

🚨 Major update to the Apple Search Ads platform through Campaign Management API v5! 🚨 Apple Search Ads just introduced view-through metrics on the platform, allowing you to track installs from users who viewed your ads but didn't tap. View-through reporting metrics will let you see the number of installs from users who viewed your ad through any ad placement but did not tap on it and later downloaded the app within a one-day window. This means you can now measure the full impact of every ad impression, not just the taps, and you can make better analyses based on the cost of each ad and its returns. With coverage across all 4 ad placements and cost-effective pricing, you can see how much every impression contributes to your campaign performance. 📲 If you have any questions or concerns about the new metrics, our support team is here to help; https://lnkd.in/d4nXcFU9 Stay tuned for the updates we'll provide on MobileAction! 🚀  

New from me: Earlier this month, reports emerged that Apple was preparing to launch a "web eraser" tool in its Safari browser. Effectively an ad blocker, it's anticipated to let users get rid of unwanted parts of a website -- ads, images, text -- and remember those choices the next time they visit. Publishers and other companies in the online ad community have been lamenting its expected rollout over fears it could devastate media companies' ad revenue in an already choppy period. Over in France, a group of trade associations representing more than 800 publishers, advertisers, agencies, sales houses, and adtech companies has written to Tim Cook, urging Apple to reconsider. Read more over at Business Insider https://lnkd.in/eGJE-ZWP #apple #adblocking #digitaladvertising #weberaser #ios18 #wwdc #safari

Gave my 2 cents to Adgully on Google’s decision to deprication of Third Party Cookies. It’s inevitable and it’s coming. Just with user consent now. Move to better tracking and knowing your customers using Nitro. “While the deprecation of third-party cookies has been delayed, the shift towards a privacy-centric and consent-driven user base is inevitable,” says Umair Mohammed, CEO & Founder, Nitro Commerce. “Eventually, users will have the choice to opt in or out of third-party cookies, and as seen with Apple’s ITP, around 80% typically opt out. Companies must recalibrate to Privacy Sandbox APIs, and brands should focus on first-party data and privacy-centric tracking technologies. It's the only way forward.” https://lnkd.in/gVPp8-RK

by the way, just like this example of false IDs passed in the bid request, bad guys have been passing random sh*t in bid requests for years -- because everything in bid requests is DECLARED (not detected). Bad guys rotate through a list of HTTP USER AGENT strings, IP addresses, domains, app names, page urls and more to trick advertisers into bidding on thin air. This also works for creating fake CTV bid requests -- remember the example of smart refrigerators generating fake CT bid requests, or javascript code in ad slots creating fake CT bid requests? The only thing that is useful in detecting all this fraud is running a postbid tracking tag so you can actually see if you're getting what you thought you bid on.

Here's my secret way to sell "addressable" inventory: If you're trying to monetize a visitor but their cookie ID field is empty, no problem! Start with the numeral 1. Salt it with some random string like "fake-cookie." SHA-256 hash it. Presto! There's your "addressable" cookie ID to put into the bidstream: 6a7c138848b9b938b2281427ce61cebb6f3e3859570b7f9e8f51effae2a3b901 (that really is the hash of "1fake-cookie"...looks pretty legit, doesn't it?) For the next user, increment your starting numeral to 2 and so forth. No one will EVER know that this was anything but a value you cooked up out of thin air so a given field wasn't blank/null.

Cookie deprecation alters how brands engage with online consumers, impacting ad purchasing strategies, real-time auction dynamics for publishers, and the measurement methods employed by marketers.....

🚨 Let's Talk ID Spoofing & Campaign Performance 🚨 Ever wondered why some of your meticulously planned campaigns aren't hitting those high conversion rates you aimed for? Well, it might not be your strategy that's at fault. It could be something more insidious: ID spoofing. Basis Technologies recently shed light on a crucial finding: campaigns suffering from ID spoofing, where identities are harder to trace, tend to see lower conversions. It's a stark reminder of the digital advertising world's complexities and the unseen hurdles we face. Here's the deal: ID integrity is paramount. When IDs are consistent and traceable, conversion rates soar. But when ID spoofing enters the picture, it's like trying to hit a moving target in the dark. The result? Your conversion rates take a hit. So, what's the takeaway for us marketers? It's simple but profound: vigilance and integrity. As we navigate the cookieless future, ensuring ID integrity isn't just good practice; it's essential for our campaigns' success. #DigitalMarketing #IDSpoofing #CampaignPerformance #AdTech #BasisTechnologies

Third-party cookies aren't going anywhere—for now 🍪 Google has announced a significant shift, deciding to keep third-party cookies in Chrome. Instead of phasing them out, a new experience will be introduced, allowing users to make informed choices about their web browsing preferences. This change is critical for the $180 billion programmatic ad-tech industry, which heavily relies on cookies. Despite initial reports predicting significant revenue losses without cookies, #Google’s tests show a more moderate impact, with Ad Manager publishers seeing a 20% revenue drop and AdSense publishers seeing an 18% drop.