There’s a lot going on across the advertising industry to prep for a more privacy-centric future, even with Google’s recent extension for third-party cookies’ expiration date.
And while these developments and changes directly affect you as an independent publisher, you can ignore 99% of the discussions around it all, because we’re on the frontlines dealing with it on your behalf!
But if you’re curious what that looks like…
Here are a bunch of different industry conversations where you’ll find our team this quarter, with a few key takeaways:
1. In The Wall Street Journal (premium subscription), sharing our take on the news that Google is holding off on removing third-party cookies until late 2023.
Did Google announce this change because of regulatory pressure? Because they weren’t going to make the initial deadline? Because they need to make the proposals more private and work better in general? Will this change create more uncertainty? Should we all breathe a sigh of relief, for now? Do we still need to be laser-focused on building a more private advertising ecosystem? The answer to all of these questions is YES.— Paul Bannister
3. In this AdExchanger guest column, EVP of Sales and Strategy Rachel Parkin breaks down how advertisers should think about the new third-party cookie timeline.
Browsers and ad tech companies may be building the next generation ‘car,’ but advertisers are the drivers and hold the keys to the future of media investment on the open web. The more time spent studying the manual and the more experience behind the ‘wheel’, the more likely digital advertising can pass the test. Let’s keep racing to the new – and longer – finish line.— Rachel Parkin
4. In this Digiday article, our VP of Ecosystem Innovation Don Marti explains how we’re not only testing and solving for identity issues but also site speed, to make sure identity tech doesn’t slow down your site and affect search results.
We test every ID solution not just for revenue, so we know that it’s helping publishers make more money, but also for performance, using Core Web Vitals and other metrics.”— Don Marti
6. In Wired’s article on challenges Google is facing with FLoC, Don shares insights on FLoC proposals and how W3C discussions help.
The big opportunity for Google to learn here is to go back to the issues that were raised early in the process and see how well they predict the mainstream. This is a huge win from their decision to participate in the W3C process and share the project at an early stage.”— Don Marti
7. In The Drum’s article on how DuckDuckGo, Firefox, and Github are responding to FLoC, Don weighs in — including this handy analogy:
You can think of your browser history like a big photo that you might download from your digital camera. And your FLoC cohort is a little thumbnail image. So it still gives some idea of what you’re looking at, but you can’t reconstruct the entire big picture just from the little thumbnail.”— Don Marti
8. On the Ad Ops All-Stars podcast, CSO Paul Bannister chats advertising with host Kathleen Booth — how he’d explain advertising to a five-year-old, how long he’s been in advertising (Paul started a site in 1995 that was among the first sites on the internet to run ads), and an insider look at how ad operations work across our company.
9. In AdExchanger, discussing how we use LiveRamp’s Authenticated Traffic Solution to sell ads and target ad impressions for your site (if you’re running AdThrive Email Identity, that is — you are, right?).
The math works in publishers’ favor: “If you get to 2% of your users that authenticate, they are going to be engaged and become 4% of your traffic, and 8% of your revenue,” Bannister said. Then, the next goal becomes getting 5% of their users to share their email addresses.— AdExchanger
10. In this press release from our partner LiveRamp, featuring the results of an independent study showing increased revenue for publishers using LiveRamp ATS. Hint: that’s you if you’re running AdThrive Email Identity!
Together with LiveRamp, we are putting power back in the hands of publishers.”— Paul Bannister
11. In Adweek’s Leadership & Talent section (premium subscription), with a profile on how Paul saw the internet grow up and is now developing new web standards to help publishers win ad dollars in a world where walled gardens have the advantage.
14. In the IAB Tech Lab Addressability Solutions Roadshow on May 19, with a deep dive into the Tech Lab’s new proposed standards and guidelines for addressability, accountability, and privacy.
15. In this article from our partner Roundel (a division of Target), EVP of Sales Rachel Parkin shares insights on “brand positivity”, explaining how we work with each brand to make sure they appear on content that’s appropriate for their goals.
16. On the Paleo Ad Tech podcast, where hosts Martin Kihn and Jill Royce dub Paul “a prophet for the publisher” and chat about how he launched one of the first publications to sell ads on the internet, joined CafeMedia (after a voicemail message from Andrew Shue), and all the ad industry developments he’s seen so far and expects in the future.
17. In this Digiday article on how different companies’ first-party data stacks up — based on feedback from anonymous ad buyers!
They [CafeMedia] have been a great partner to us in many ways [but] there are two things that we are drawn in by when it comes to them particularly. They have a robust opt-in process, so they’re very transparent with their readers and that’s something that’s important to us from a privacy perspective[….] And the second one absolutely is scale.”— Digiday, condensed from original
18. And in this press release, our partner Magnite shares the results of the first phase of an exciting new initiative we’ve been working on to make publishers’ first-party data available to the open market. Not to fear, we’re breaking down exactly what that means for you right here on the blog!
The ad industry is constantly making changes that affect your future as an independent publisher, and we’re committed to representing your interests every time!
If you’re looking for an ad management company to help you navigate the complexities of digital advertising, we’d love to hear from you — get in touch right here.