Here’s today’s AdExchanger.com news round-up … Want it by email? Register Here.
Clean rooms get messy
The key to clean room technology is protecting user data, restricting access to that data as well as allowing it to be analyzed or asked for an ID match. But does the expansion of clean room services – and the growing need for interoperability – lose purpose?
Not only are there many clean rooms in general, but the proposed clean house technology is somewhat invisible from the walled gardens. They only analyze their own media. Google Google, Amazon Amazon, Facebook Facebook – you get the picture.
Retailers and even brands create their own versions, “The biggest problem is that there are 700 clean rooms – it’s not measurable,” said Chris Moore, executive at Publishers Clearing House. Digid.
An explosion of post-cookie identity solutions designed to be data-centric and anonymous only makes matters more complicated.
For the time being, it seems that clean homes will require tedious, one-on-one approaches without continuous analysis across all services.
“Everyone is thinking [clean rooms] It would be a cure, but they would only allow one publisher to see it, “said one agency buyer.
Back against the wall
Publishers have been increasingly turning to payroll strategies in recent years as they shift their priorities to focus on subscription and authenticated, log-in traffic.
But pay-per-view strategies require much more importance, because a blunt pay-per-view method – blocking all readers or providing only one or a few free articles before the need for a credit card – can often block new readers or block distribution.
Quartz, a business news site that was an early supporter of a paywall model, decided to drop its wall in favor of a request for free email sign-in, New York Times Report
Although its subscriber base has grown from 17,680 in 2020 to 25,000 paid members today – not too bad from a percentage-based growth point of view – it cannot maintain a 50- to 100-person newsroom.
Ads still make the most of Quartz’s revenue. Paywall dropping often improves traffic and drives much higher revenue from advertising.
In other Pewal reports, Dow Jones & Co., publisher of The Wall Street Journal, Case News subscription aggregation service Nic.kl, which Dao claims uses 18 separate subscriptions to redistribute login credentials to journal users. This is a strategy that Nic.kl calls “commercial password sharing”.
VC firm Andresen Horowitz has released its third anniversary Marketplace Top 100 List, which tracks consumer-oriented marketplace startups.
Since the listing began in 2019, it has largely reflected the fluctuations of consumer behavior during the epidemic.
But it is an educational standard, and the advertising industry should keep an eye on it, because marketplace companies that do not already run the advertising business are obliged to enter this category.
A big trend Andreessen Horowitz points out that marketplaces outperform other marketplaces.
For example, the music catalog platform BandCamp, no. 29 In 2021, it was acquired by Epic Games – which debuted as No. No. 20 this year with an in-game creator marketplace.
Uber IPO 2019, thus “graduating” out of the debate for the startup list. But last year it bought two companies from the top 100: Postmates and Drizzly. Etsy has acquired Depop, a fashion resale marketplace.
InstaCart has an iron grip at the top. It accounts for 71.5% of the total merchandise value of the entire marketplace – although this year it has dropped to 64.2%.
Andreessen Horowitz predicts that “a wave of departure for companies that define digital marketplaces combined with new technologies and an evolving business model has created opportunities for the next group of marketplace giants.”
But wait, there’s more!
Listen: Unpacking Google Advertising IDs and Privacy Sandbox Degradation for Android. [Mobile Dev Memo]
Elon Musk jumped on Twitter with a $ 43 billion cash offer. [Reuters]
… But the Twitter board is not interested. [The Verge]
SnowPlow joins the Snowflake Partner Program. Brother. [release]
New data from Adjust shows record in-app revenue for fintech, ecommerce and gaming. [release]
Digital consultancy startup Backbone has raised 14 14 million in seed funding. [TechCrunch]
Alexa devices now support TuneIn premium radio streaming. [Engadget]
You got hired!
Brandtech Group has appointed Lynse Loy as Chief Growth Officer. [release]
Aki Technologies has led Katherine Herb in senior sales at a new auto division. [release]
Vevo has hired Univision Veterinarian Greg Osborne as West Coast ad sales VP. [NextTV]
Former Jellyfish executive Kevin Boerger has joined Incubeta as US CEO. [release]