Here’s today’s AdExchanger.com news round-up … Want it by email? Register Here.
Privacy technology and privacy theater
The advertising industry, especially publishers, needs a programmatic way of signaling trust.
IAB Europe has a transparency and compliance framework. But that was Illegal governance by Belgian data privacy regulators And being repaired.
Regulators say the TCF must have monetary, enforceable standards for each ad impression. It is difficult to consider that TCF must monitor every ad load on the European Internet in milliseconds.
A startup is trying to create a privacy audit for Safeguard Privacy, which was launched last week with Client Newster, Habu, Cafemedia, Publishers Clearing House and BusinessOnline, a digital firm.
Bots and illicit traffic are a major concern when ad verification and counterfeit detection companies such as Human (formerly White Ops) fill the void of similar programmatic trust for publishers. White Ops on the trade desk and other platforms monitored every impression, the supplier and the vendor would agree to the terms of that audit and this would reduce the tension with the advertisers.
“It provides transparency across the media-buying community and demonstrates that all publishers, regardless of size, can be privacy-first in this complex landscape,” said Paul Bannister, head of cafemedia strategy. Release. “The ability to quickly and easily evaluate and comply with each state or country required is a game changer.”
Who, Little Old Me?
Apples An investor touted the report From last week that put Apple Music behind Spotify worldwide and Pandora in the United States; It featured Google, Waze and other mapping services before Apple Maps, and Apple TV + was a distant competitor to Netflix, Amazon Prime and Hulu.
So, uhhh … why is Apple bragging about it?
Because Apple wants to show the dominance of third-party apps in the iOS ecosystem, not its own services.
In 2019, Google’s then-VP of Ad Product Management, CC Siao (now VP and GM of Google Assistant), wrote a similar blog post about how “crowded and competitive” the advertising technology market was – a rarity to call it. The moment took to show rivals as a roundabout way that it did not cancel the competition.
“Our quantitative analysis of app engagement (not just app downloads) proves that across many app types, Apple’s own apps are responsible for a relatively small portion of popularity and usage,” said one of the economists who authored the report. (Apple thought the quote was important enough to blow it up to fill the page.)
The right time, the right place
Out-of-home digital media has regained its position. People are returning to work and travel, and marketers are exploring space-based or new outdoor advertising offers.
As the industry recovers, some of this new inventory is programmatically available for the first time, leading Omnicom Media Group to roll out a programmatic PMP with about 80,000 screens for its clients. Digid Report
The DOOH supply brings programmatic companies closer to where they want to be: the point of purchase. And DOOH wants advertisers to be able to attribute impressions to sales growth as a channel – programmatically this is a key skill.
This inventory is a hodgepodge. Omnikom partnered with networks such as Grocery TV, GSTV (which operates screens at gas station pumps) and other sources – malls, golf carts, where a screen can be effectively installed – such as location-based PMP.
Meanwhile, new DOOH screens are appearing in the wild Public transit system Like MTA. While not offering a direct point of purchase, if the Dunkin ‘Donuts ad is attractive enough (or if there is a QR code to entice bored riders to make some commute purchases) then this could be one.
But wait, there’s more!
Social media users are avoiding content restraint by using “algospic” coded slander to avoid filters. [WaPo]
Trade marketing technology company Lucky raises a 3 million seed round. [release]
Past, present and future of structured data through Google search. [Search Engine Roundtable]
Toolkits: Advantages and disadvantages of monthly, quarterly and annual subscription terms. [blog]
Elon Musk-Twitter News on the board may seem trivial, but it makes way for a clash with the advertising business. [Big Technology]
Amazon plans to apply for New York Union victory. [WSJ]
You got hired!
John Steinlauf is a U.S. advertising sales officer at Warner Bros. Discovery. [MediaPost]