seller-defined audiences

What happens when you get a bunch of smart, technical, pissed off publishers and SSPs in one room? Here are some of the spicier things AdExchanger overheard at the inaugural Prebid Summit.

Privacy Sandbox APIs will be generally available starting in July. That means publishers have roughly one year to get acclimated … and to raise any red flags to regulators.

GDPR and Apple’s App Tracking Transparency have put an end to behavioral targeting. The result? The rise of contextual targeting.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.

Buyers already have access to the same information from the same trusted third-parties that publishers use to define Contextual Categories. So why bother?

In the two years since the beginning of the end of third-party cookies, we have learned quite a lot about the promises and problems with a post-cookie web. Now, as web developers, we can be pretty confident the end will come – if we can make a few key things happen, writes Don Marti, VP of Ecosystem Innovation at CafeMedia.

UK-based publisher LADbible Group is testing post-cookie alternatives and building its contextual targeting capabilities. But the social-first publisher has yet to be convinced that any of these alternatives will be a truly viable replacement for the much-maligned – and yet still widely used – third-party cookie.

Thanks to signal loss, recession fears and the “ad tech tax,” publishers of all sizes are seeing their ad revenue suffer. But the problem is more pronounced among local news publishers, many of which were barely getting by before platform privacy changes roiled the digital advertising industry. The Local Media Consortium (LMC) shares how it’s helping its members mitigate these headwinds.

SmartNews uses the first-party data it gathers from its users to create more intelligent content recommendations and serve more relevant ads. It’s also investing in its own ad stack so it can activate its first-party data by creating contextual audience segments that it can sell programmatically on the open web and as part of its new direct sales offering.