Media buyers don’t want to pay extra for publishers’ first-party data
Amid the third-party cookie phase-out, media buyers tread cautiously regarding premiums for publisher-offered first-party data and contextual targeting. While some publishers demand $2 premiums, buyers fear overspending. Havas’ Holly Dunn stresses data privacy scrutiny. Epsilon advocates for value-based pricing. Not all see substantial CPM hikes. Buyers inquire about first-party data sooner but await performance proof before heavy investments. The future CPM landscape hinges on evolving cookie alternatives and data accessibility. Winners will likely offer top-tier, portable data sans restrictive spending demands, shaping a more discerning, performance-driven advertising era.
Sins Of The Cookie: How Third-Party Cookies Set The Industry Back
The demise of the third-party cookie, phased out by Google Chrome, reflects a complex legacy in digital advertising. While instrumental in programmatic growth, its flaws spurred abuse, plummeting CPMs, and skewed attribution. Shady data vendors thrived, compromising data quality and privacy. Moving forward, industry solutions include Identity Solutions for enhanced addressability, Publisher First-Party Data for segmentation, and Advertiser Data Enrichment for audience insights. Retail Media collaborations offer sales impact measurement, while AI-Powered Targeting presents sophisticated algorithms. Embracing diverse data strategies and tech innovations promises a more sustainable, privacy-conscious advertising future, prioritizing quality and context in a post-cookie era.
Mediavine Announces Advancement in Privacy Sandbox Testing
Mediavine and OpenX mark a pivotal moment in advertising by achieving the first server-to-server integration within Google’s Privacy Sandbox’s Protected Audience API (PAAPI), amidst impending third-party cookie deprecation. This breakthrough ensures privacy-centric, efficient advertising, circumventing browser-based tracking. It addresses industry needs for streamlined workflows and allows ad buyers to assess cookieless offerings within existing frameworks. The collaboration underscores adaptability and resilience in the face of regulatory challenges, emphasizing privacy-centric practices and fostering a transparent ecosystem. Mediavine’s John Rosendahl and OpenX’s Joel Meyer commend the innovation, foreseeing a future of impactful, user-centric advertising while safeguarding privacy, as the industry navigates transformative changes.