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Publisher ad alliances get a new look as cookie changes loom Ivy Liu
When ecosystems get disrupted, there is often a flight to quality and scale. So with massive changes coming to the programmatic ad ecosystem in 2022, publisher advertising alliances are getting a fresh look.
The Ozone Project, a U.K.-based consortium that includes publishers ranging from the Guardian to Stylist Group, added several new sources of demand in 2020, including Time Out and ESI Media, and has a line of new publishers lined up to add this year, CEO Damon Reeve said. TrustX, a digital advertising alliance that sells inventory belonging to Digital Content Next members, said its daily revenues have already doubled through the first three months of this year.
AOP s Richard Reeves on Stuff, Google vs US Publishers, and Spotify Audience Network exchangewire.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from exchangewire.com Daily Mail and Mail on Sunday newspapers.
First published in the Daily Maverick 168 weekly newspaper.
Kevin Frisch, the former head of performance marketing and customer relationship management at Uber, has revealed how the ride-hailing company was in the midst of the #DeleteUber crisis when it uncovered advertising fraud worth more than $100-million. Uber is now suing about 100 mobile exchanges for fraud, either for falsifying placement reports or for fabricating them.
Frisch told the Marketing Today podcast last week that in 2017, Sleeping Giants, a liberal social media activist organisation that describes itself as “a campaign to make bigotry and sexism less profitable” by persuading companies to remove ads from conservative news outlets, repeatedly tagged Uber founder Travis Kalanick on Twitter, questioning why the company was advertising on alt-right website Breitbart, which bolstered Donald Trump’s presidential campaign.
Since 1994, cookies have enabled websites to distinguish individuals from the otherwise faceless mass of online users.
These tiny text files store basic information about us from the websites we visit, such as our preferred language, our login details and how many items we’ve put in our virtual shopping basket etc, and are saved on our browsers.
Cookies are the foundation of the personalised browsing experience and web analytics, giving us visitor numbers, page views, reach etc.
But not all cookies are the same.
Cookies direct from the website you’ve visited, which can only be read by that website, are known as first-party cookies. Those from advertisers – the ad space on websites typically owned by large ad tech firms – are known as third-party cookies and these can track your browsing habits.