Details 02 February 2021
Just last week, Google shared that its Federated Learning of Cohorts (FLoC) proposal, which is part of the Privacy Sandbox introduced by Chrome, which it claims “can provide an effective replacement signal for third-party cookies”. This comes a year after it announced that it will be phasing out third-party cookies, following in the footsteps of Safari and Firefox.
The FLoC application programming interface (API) was first proposed in January 2020 and Google said in a recent blog post that new data shows its tests of FLoC to reach in-market and affinity Google Audiences will enable advertisers to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising. The specific result depends on the strength of the clustering algorithm that FLoC uses and the type of audience being reached.
Eight in ten UK consumers want ad-supported streaming content
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Report: Ad-supported streaming wanted by UKers
Consumers in the UK are all-in on supporting their streaming habits with ads. That is a key takeaway from new Integral Ad Science (IAS) data which shows that most UK consumers are willing to watch ads in exchange for free streaming content and that about half will watch to completion if the ad is relevant to them. With major changes to consumer habits last year, viewer patterns have rapidly evolved. The UK Streaming Wars report shows that viewers are now increasingly open to ad-supported video options, so the onus is on the digital advertising industry to help marketers meet consumer needs with an enjoyable experience. Advertisers in the UK are spending more on digital video and CTV than ever before as new formats emerge to become a major avenue for online advertising campaigns, said Nick Morley, EMEA Managing Director, IAS.
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GENEVA
Hard news about humanitarian and social issues is being treated as toxic by overzealous ad technology, undermining corporate social responsibility and effectively punishing publishers for reporting on international crises, researchers say.
Take the winning of the Nobel Peace Prize in 2020. This was big news for the World Food Programme, but ad technology scanning for gloomy keywords like “famine” and “conflict” meant that big advertisers shied away from it on major media sites: An upbeat NBC article about WFP’s win was boycotted automatically by dozens of advertisers.
This is just one example revealed by new research on the hidden rules of ad tech. By examining the code of public web pages, analyst Krzysztof Franaszek has compiled hundreds of previously unseen “blocklists” connected to advertisers, containing some 7,000 distinct words and phrases – evidence of what critics say is excessive caution about “br
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