Siprocal’s Post

A reminder: Consumers want to know 'Why this Ad?' and 'What can I do about it?' Answering these in real time and outside of the privacy policy helps build trust for your brand. Talk to Digital Advertising Alliance about how to do that regardless of the media or technology you are using (hint: it isn't just cookies 🍪🍪🍪 anymore). #privacy #privacypros #brands #publishers #agencies #adtech https://lnkd.in/gesX-8BN

Cookies, CTV, and Consent: Key Talking Points for the Ad Industry in Q1 2024 🚀 Since the EU's GDPR ruling in 2016, there has been a push for greater user privacy and stricter personal data regulation, leading to significant developments in early 2024. Google is phasing out third-party cookies for its Privacy Sandbox to enhance privacy, despite facing regulatory challenges. The advertising industry must adapt by finding privacy-respecting targeting alternatives, with on-device data approaches showing promise. Connected TV (CTV) has grown globally, especially in the US, driven by precise targeting, real-time optimisation, and the popularity of live sports streaming. This growth has made CTV an attractive platform for advertisers, with global ad revenue reaching more than $889 billion. Online dynamics are changing due to privacy regulations, pushing publishers towards new monetisation methods, including subscription models and ad-funded approaches. Meta's "subscription for no ads" option and the ICO's invite for views into the "consent or pay" model highlight these shifts. In this article for Advertising Week, I take a look at the latest trends, innovations, and industry shifts that have been dominating discussions over the past three months, and what impact these will have on marketers going forward. #privacyfirst #gdpr #CTV #advertising #adtech

Google's decision to abandon plans to deprecate third-party #cookies in #Chrome in 2025 has made waves across the #ad industry this week. But, with many players already years into their #postcookie strategies, will it really make much of a difference? Here's my two cents: - The cookie is still crumbling despite Google’s U-turn. - The decision will be welcomed by tech vendors, publishers, and regulators, all of which had been preparing for Google to make the move in 2025. - However, this change will do little to extend the life of third-party cookies in tracking and targeting digital ads. - Third-party cookies will still be rendered ineffective as consumers choose to reject them and spend more time in mobile and connected-TV (CTV) apps where cookies are either ineffective or do not exist. - Therefore, ad industry players must not abandon but must accelerate their plans for a postcookie world. Omdia Advertising Intelligence subscribers can read my full thoughts - and see the data driving my analysis - here: https://lnkd.in/ekveq2Gm

📣 Cookies, CTV, and Consent : Ad Industry Highlights for Q1 2024. Our CEO, Nick Pinks, takes a deep dive into these trends and why understanding their impact on marketing is crucial for those aiming to stay ahead. Check out the full article for more insights! Advertising Week. #privacyfirst #gdpr #CTV #advertising #adtech

The advertising space and privacy industry have a contentious relationship. Every organization we interact with wants to purchase our attention for longer than we are consciously deciding to interact with it. Privacy inherently pushes for limitations on advertising because it calls for people to be able to not be disturbed. But when everything happens online, you are almost required to see all these advertisements to be part of society. I would venture to say that within the first minute of being "online" you probably experienced an advertisement. I would double down and say that you do not remember what that advertisement was for 😃 When it comes to privacy, think of all these different little nuggets of information that are captured by these fleeting advertisements. The amount of time you glanced over the ad, your device information, the content you were consuming before and after. All this information over time adds up to a lot of personal information that a few giant organizations have on all of us. It used to be that we could pay to remove ads from large platforms like Netflix, Hulu, or Disney+ Hotstar. Now all these companies are seeing that the data we produce from consuming ads is more valuable. This is just going to add more and more ads into our lives. I found this interesting research project someone conducted where they documented all the advertisements they saw for an entire day (link in the comments). The volume of the information is staggering, but what concerns me most is the mental strain this puts on us as we have to constantly try to block out all this stimuli.

Preserving the promise of the medium by giving consumers transparency and control. To continue to be able to use this increasingly important medium to grow businesses by engaging with viewers, industry must provide the necessary tools to build trust with consumers. The AdChoices program is familiar to consumers on the web and in apps, so it only makes sense to extend this well-known privacy-enhancing regime to CTV. #privacy https://lnkd.in/ddJeR75S

I like using analogies, but sometimes they don't age well.. 🎃 During a company-wide presentation in 2023, I used an analogy comparing Programmatic to the relationship between Ben Affleck and Jennifer Lopez. I explained that GDPR was a bit of a bump in the road, but the future was still bright, with them holding hands. Well, they have now split, but I still believe the future of Programmatic is bright 🍀 1) So much of the new media think Programmatic first when they are considering how to monetize their inventory. A good example of this is Netflix' entrance to the advertising game. 2) Programmatic used to be about hyper-targeting and laser-focused algorithms, but given privacy regulations the focus has come back to the basics, like having good creatives and a solid strategy behind your buying. 3) Measuring the results of your campaigns have become increasingly more difficult, but as other channels have been facing the same struggle, it has led to a shift in evaluation methods. New metrics like attention have become the new buzzword as a result of this. So just like J-LO, don't be fooled by the data that we got, Programmatic is still on the block. (I tried)

It was at the end of James Hercher's fantastic coverage of the Google Anti-trust trial, but it's the most important part: "In a survey conducted of its own customers, Google found that the top reason people were switching was for TTD’s CTV capabilities. This is an important note, one that was underscored by The Trade Desk CRO Dederick. He said TTD was unable to compete effectively for the display ad market, since 🔊 Google effectively controlled the SSP and ad server market, and had its own preferred ad network. 🔊 🔊 In streaming media, Google doesn’t control the market and set the marketplace rules, 🔊 and so TTD outperforms the Google DSP. Dederick’s point is that Google’s display ad business isn’t superior, but the publisher monopoly prevents real competition." Buyers have known this for years, and the DOJ is proving how much Google owns the consumer web and publisher ad serving business. https://lnkd.in/gBUJyEG6

📣 Excited to see my Q&A about privacy-safe CTV environment published by Advertising Week. Is it actually possible to achieve addressability and measure performance in CTV without IPs? Get more insights here: https://lnkd.in/eji5bRY5 #CTV #programmaticadvertising #privacy #contextual #attention #ACR

Some apt coverage on what our CMO Jon Schulz has to say about the continued delays of the #cookieless transition via AdMonsters & Andrew Byrd: “Most Marketers have already prepared themselves for a cookieless world, and the recent Google delay only postpones the inevitable. The vast majority of the bidstream today is already cookieless and the fastest growing channels like CTV have never supported cookies. We’re encouraging marketers to lean into their first-party data strategies, and to adopt identity solutions that break free from reliance on third-party cookies to ensure they remain competitive.”