Heather Carver

Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

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As #thirdparty cookies near deprecation, ad tech companies are innovating to build audiences for media buyers. #Sellside curation is emerging as a key trend, where #firstparty customer data from buyers is matched with publishers' first-party audience data to create private marketplaces (#PMPs). This shift changes the traditional roles of #DSPs, #SSPs, and #DMPs, leading to new dynamics in the #programmatic ecosystem. Key Highlights: ✅ SSP Curation: SSPs now leverage first-party data from publishers, enabling large-scale activation of second- and third-party audiences without third-party cookies. ✅ Data Marketplaces: SSPs are partnering with third-party data providers to enhance audience matching, creating new data marketplaces. ✅ Real-Time Reporting: SSPs offer real-time data matching and reporting, improving transparency and efficiency. ✅ Flexibility and Control: Sell-side curation provides advertisers with more flexibility and control over audience identifiers, bypassing DSP limitations. ✅ Industry Impact: The evolving landscape is creating new opportunities and tensions, as SSPs gain prominence and DSPs adjust to reduced control. As the ad tech industry adapts to the loss of third-party cookies, sell-side curation is transforming how audiences are built and targeted, paving the way for a more connected and efficient advertising ecosystem. #sellsidecuration #programmatic #advertising

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Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/dgpP5Rwg

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The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

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Amid signal loss and increased privacy regulations, LiveRamp and the Albertsons Media Collective are delving into the possibilities of data collaboration to enhance activation, measurement, and insights across key channels. Read the blog to learn more about our efforts to create a connected ecosystem that enables brands and their collaborators to extract even more valuable insights from their data: https://lnkd.in/dbZaHqPE

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Yaryna Hritz of Google talks #cookiedeprication and the new timeframe… Q1 2025 and how it is still contingent on agreements with google and others before it takes place. So… maybe Q1? Others on the panel talk 1st party data as the key going forward for authentic audiences. IAB State of the Nation, #theGreatHall, Toronto.

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📺 TV advertising has evolved dramatically, shifting from age-and-gender targeting to advanced audience-based buying. Alison Levin, NBCUniversal’s president of advertising and partnerships, discusses this transformation on the latest AdExchanger Talks episode. Discover how advanced targeting improves ad relevance over traditional demo-based methods. Tune in to hear more!🎧

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With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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💡 Don't fall into "The ROAS trap" -- Your #retailmedia campaigns are delivering more than you realize. It's time to rethink how to define retail media success. Criteo's new report digs into data from 44K+ retail media brand campaigns and survey results from brand leaders globally to answer the most pressing questions about the value of brand investments in growing market share and acquiring new high-value customers. https://lnkd.in/eUtQF7XB

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Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video. #mediaplanning #mediabuying

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At Alliant, we're all about delivering immediate impact. 🚀 With Oracle's phase-out coming, there's no need to stress—we’ll help you transition smoothly and ensure your campaigns stay on track without missing a beat. Whether you're after custom Conquesting models or Syndicated audiences, we can quickly get your new, high-performing segments activated across any major platform. 📬📧📱🌐📺

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Subliminal advertising has been a topic of fascination since the 1950s, but does it still work in today’s ad-heavy environment? 📺 One fascinating fact: consumers process millions of bits of information unconsciously every day, meaning many ads still affect us even if we don’t realize it. But with attention overload, the real question is—should brands focus on what’s hidden, or on capturing attention openly and authentically? Check out this insightful piece by Infillion’s Jamie Auslander on the evolution of subliminal messaging in advertising. #Infillion #AdvertisingTrends #SubliminalMessaging #ConsumerAttention #MarketingInsights

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Can you get big results with advertising? Yes, you can! On today's episode we talk with Debra Bowers who shares how she helps clients get great results and shares insights on key ad strategies in new channels like streaming / connected TV. Remarkable Marketing Podcast

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Are we talking about this enough? We have not seen an anti-trust ruling like this in decades, perhaps you recall the case against Microsoft in the 90s? It had a huge impact on Microsoft. What impact do we think this will have on Google? For Microsoft, it inspired/forced product innovation. https://lnkd.in/e9BCnQ2a #letstalkaboutgoogle #adtech #google #digital

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According to the recently released IAB Digital Video Ad Spend & Strategy, 75% of all #CTV transactions are programmatic, and business outcomes are now the most important KPI for determining success with #digitalvideo. Learn more about the report via AdExchanger: https://okt.to/YLkA68 #VideoAdvertising #Streaming

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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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