If you’ve been keeping tabs on industry news, you’ve probably been hearing a lot of talk about how web browsers are making changes to protect user privacy. These changes have triggered shifts in how and where advertisements are targeted. As we prepare for the end of third-party cookies (now in 2023), we’re pursuing our four initiatives to make sure that our publishers are able to navigate the changes successfully and come out thriving even better than before.
Today, our advertising technology partner Magnite announced new efforts around third-party cookie replacements. We’ve worked closely with them on this initiative, and we’re here to let you know what that means for you!
3 key takeaways
- AdThrive is leading initiatives to connect publisher data to the open market
- We’re helping drive and standardize industry changes that benefit publishers
- If you’re working with AdThrive, you’re already taking advantage of these new standards
First-party solutions to a third-party problem
In a future world without third-party cookies, advertisers face the challenge of reaching consumers in innovative ways. Much of the web is anonymous, and it will be difficult for advertisers to know much about audiences without some sort of insight into where to target advertising.
And who knows web audiences the best?
You know your readers and continually deliver exactly what they’re looking for online. As your representative in the ad industry, we’re here to help you take advantage of the full value of your deep audience knowledge.
Our sales team knows just what to do with your content and audience insights in direct-to-advertiser deals. But so far, publishers across the industry haven’t been able to make this first-party data available in the “open market.” The current standard advertising technology doesn’t allow us to easily share this data with advertisers.
That is all changing. Inspired by two articles from our team in 2020, companies across the industry started working together to make this vision a reality. Today, we’re announcing the first phases of this initiative have been successful! We won’t get into all of the details, but we have made two significant steps forward so far.
New features from AdThrive and Prebid.org
We’ve sung the praises before of our Data Science guru, Patrick McCann, and his involvement on the board at Prebid.org. The Prebid organization creates the open-source software that nearly every publisher on the web uses to manage their programmatic advertising. They are always looking to develop innovative solutions to help publishers generate revenue through advertising.
Until now, publishers sent a small set of information to advertisers about ad impressions (e.g., IP address, browser, operating system). The rest of the information came from third-party cookies. With third-party cookies going away, we need to give ad buyers more information to maximize the value of every ad impression.
As a first step to enable publishers to make first-party data available, Patrick and the team at Prebid have built new features to allow publishers to pass this data to the open market.
Now, we can attach more helpful information in addition to the basic information that was already available to advertisers around an ad impression. These new features give publishers much more control over what info to share when to share it, and who to share it with.
Connecting publishers and advertisers across the industry with new standards
Sharing raw data isn’t helpful without some kind of “decoder ring” to help advertisers decipher what it means and how they can use it. For that, we needed to work across the entire advertising industry (with global advertising agencies, advertising technology firms, and major publishers) to create a compelling proof-of-concept and get buy-in from many parties.
The Publisher First-Party Segments Initiative, publicly announced today, brought together many of the biggest names in the industry. Alongside our company, you’ll find publishers like Conde Nast, News Corp, Future, Meredith, and Insider, and advertising agencies like Merkle, Havas, and Goodway Group.
As part of the initiative, we’ve partnered with the IAB Tech Lab to use Content Taxonomy to standardize first-party data. This taxonomy provides a standardized format for publishers and advertisers to give shorthand identifiers about a publisher’s content. Taxonomy categories range from very general (Video Games) to the specific (Music and Party Video Games), making them flexible and attractive enough for advertisers to buy ads across the open web and independent publications.
So far, we’ve been the only ad management firm involved in these discussions. Adding our voice to these pillars of the advertising industry, we’re working to maintain a level playing field for publishers, large and small. And it means AdThrive publishers are already taking advantage of this great new platform!
AdThrive and the future of digital advertising
With so many changes happening in the world of digital publishing and advertising, it can be overwhelming trying to keep up. The good news is there’s nothing additional for you to do — we’ll handle all these new standards for AdThrive publishers!
We are always here to ensure our publishers’ futures are secure through advocacy and support at every level. Together, we can build a creator-first internet with a beautiful, bold future.