By AdExchanger Guest Columnist
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
Inside Track
How can I track you? Let me count the … hundreds of thousands of ways.
The Markup analyzed a spreadsheet linked to a public page on Microsoft-owned Xandr’s website, and it was quite the trove of audience data.
The spreadsheet contains 650,000 rows of raw data, each populated with the name of an audience segment and the tech company that supplied the data to create it. In some cases, the file includes the original data source, such as people pegged as recent shoppers by Lululemon or past purchasers of Subarus.
Many of Xandr’s ad categories are rather benign. There are “Dunkin’ Donuts Visitors” and “affluent millennials” (who probably buy their coffee elsewhere).
But there were also plenty of deeply personal, surprisingly specific and sometimes rather bizarre ad categories.
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Twitter’s new CEO, Linda Yaccarino, is completing her first week on the job. If she’s looking to tell an against-all-odds success story, she couldn’t have asked for a better first chapter.
Here’s what she’s dealing with: Twitter’s ad revenue was down 59% during April and early May, according to a report by The New York Times. Both Twitter trust and safety leaders left last month.
And although Twitter is adding in a programmatic partner, inMobi, to bring in more advertiser demand, it’s clear opportunistic marketers are swarming the platform. Big brands (GroupM put Twitter back on its A-OK list) are mixing with funkier marketers selling questionable products or promoting clickbait.
We unpack the current Twitter situation in the first half of the podcast. Then, we unpack what advertisers need to know about The Trade Desk’s splashy Kokai launch, which took place at a live event in NYC, and Apple’s Worldwide Developer Conference, which we listened to live.
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Sponsored post byShantan Kethireddy Co-Founder and VP of Customer SolutionsOcient SPONSORED BY: Here’s how you succeed in ad tech: Analyze more data in more complex ways and turn that into differentiated products.
Ad tech players know it’s not that simple. Until recently, this path required obscure detours through data summarization and sprawling tech specialization.
But today, consolidated data and analytics platforms can simplify and streamline the path to analyzing more data in more complex ways – providing an accelerated route to innovative data products that unlock new opportunities to deliver more value to advertisers.
Tech sprawl is more than a cost problem
For most of the last decade, the volume and dimensionality of data in the digital ad ecosystem grew faster than the computing power to handle it.
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Has anyone gotten kicked off a shared Netflix account yet?
I’ll admit it, I’m a moocher, and despite Netflix’s recent threats against anti-password sharing in the US, I’m still safely watching “Extraordinary Attorney Woo” and “Is It Cake?” every week using my aunt’s login.
Is Netflix all bark and no bite? I turned to Reddit to find the answer. Supposedly, Netflix is serious about rejecting account sharing, and not all subscribers are willing to stick around for it.
According to recent research from Samba TV and HarrisX, 52% of Gen Z and 51% of millennials say they’ll cancel their Netflix subscriptions if they can’t share their accounts with people they don’t live with.
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By guest artist Nate Fakes
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
By AdExchanger
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
Detective Work
A pox on the ad tech tax.
Google is promoting a new tool in its tech suite to help publishers and buyers track the hidden fees getting sucked up by middlemen in the bid stream.
Google initially launched its tool, Confirming Gross Revenue, last summer before making it publicly available through Ad Manager and DV360 this week.
How well it’s working, however, is another story.
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The Federal Trade Commission’s privacy complaint against Kochava rides again.
The commission refiled its amended lawsuit on Monday in a federal court in Idaho, where Kochava is based.
There aren’t any details available yet about how the FTC is reframing its case because the updated complaint was filed under temporary seal.
The FTC took this route, it writes, “out of an abundance of caution,” because some of the material it references “could constitute trade secrets and [is] entitled to confidential treatment.”
Although the FTC says it doesn’t believe its complaint reveals any of Kochava’s trade secrets, it’s leaving it up to the court to decide, at which point the materials might be made public.
Kochava plans to continue defending itself.
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The prolonged phaseout of third-party cookies on Chrome lends itself to simile.
You could compare it to changing the wheels on a speeding bus or swapping out the engine of an airplane in flight.
Or you could say it’s like moving to a new neighborhood and hoping it’s nicer than the last place you lived, said Ana Milicevic, a principal at Sparrow Advisers, speaking at an identity-focused event hosted by ID5 in New York earlier this week.
Getting ready for the end of third-party cookies is also not unlike forcing people who aren’t friends to trust each other enough to all jump into a lake at the same time while holding hands, said Mathieu Roche, CEO and co-founder of ID5.
“It’s like being on heroin and changing to methadone,” someone called out from the audience.
That’s certainly one way to put it.
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SPONSORED BY: Following the broader digital ad world, the TV market is rapidly moving to the impression-based model. Managed services for impression-based (including addressable) remain alive and well, but this year’s Upfronts demonstrated the most dynamic growth centers on the programmatic marketplace.
Growth in programmatic TV is more than a reaction to shifting viewership. It’s the result of the strategic embrace of programmatic by both buy- and sell-side players.
Buy-side players want the flexibility to bid and optimize campaigns in real time, driving better planning, targeting, reach, measurement and attribution. On the sell side, embracing programmatic TV opens up access to the full demand pool of ad and marketer dollars.
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By Hana Yoo
Olá, commerce aficionados. This is Hana Yoo, covering for senior editor and all-around commerce expert James Hercher while he’s on paternity leave. This week we’re diving into how El Corte Inglés is using Kevel’s CDP.
As Europe’s largest department store group, El Corte Inglés boasts a wide range of products.
The retailer’s hundreds of Portuguese and international brands include groceries, toys, baby goods, home appliances and decorations, technology and gourmet and luxury products.
Having so many product offerings is a unique selling point and a competitive advantage. But it can also make targeting more difficult, especially in light of privacy restrictions and ongoing signal loss.
“We needed a good CDP platform to focus on first-party data,” said Judit Takács Miranda, head of digital marketing at the Portuguese branch of El Corte Inglés.
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