TikTok Video For Open Web Publishers? Outbrain Built It.
Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.
Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.
Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.
A lot has already been said and cited during the Google ad tech antitrust trial, with more to come. Here are a few of the most notable quotables from the first two weeks.
Two of the EU’s biggest Big Tech antagonists are set to resign; a GAM breakup could usher in post-ad-server programmatic; and how Google kept Prebid separate from the IAB Tech Lab.
Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.
Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.
With an approved list of sites and contextually segmented content, publishers don’t risk getting caught up in automated keyword blocklists, which consistently demonetize the news.
If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.