Netflix to Get Self-Reliant, Publishers Wary of TTD’s New Strategy

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• Netflix is to roll out its own ad tech and ad server in 2025. – 16 May

• Publishers are reported to raise concerns over The Trade Desk’s approach of pushing its Unified ID 2.0 (UID2.0) in order to focus on the authenticated inventory. – 28 May

• Privacy Sandbox releases a tutorial for publishers to get the most out of the Protected Audience API. – 29 May
  

• 30 May 2024: SKAN fails to gain traction due to its over-complicated nature. Mobile marketers still seem to lean on IP addresses for attribution. [AdExchanger]

• 29 May 2024: Privacy Sandbox puts together instructions for publishers on how to “Sell ad spaces with a Protected Audience auction.” [Google Developers]

• 28 May 2024: Digiday highlights publishers’ concerns over The Trade Desk’s approach of pushing its UID2.0 to get authenticated “premium” inventory for their advertisers. Although TTD emphasizes that only 5-10% of logged-in users is enough for a meaningful impact, publishers are worried about losing control over their inventory. [Digiday]

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• 22 May 2024: Privacy Sandbox faces a 16h-long issue (now fixed), which results in the unavailability of relevance and measurement APIs (reporting). [Google Groups]

See also: Your Guide to Protected Audience API

• 20 May 2024: The author underlines the recent trend in the AdTech supply chain, in light of prospective third-party cookies deprecation, where audience curation is shifting from DSPs to SSPs. DSPs push back and point out issues of lack of transparency and ID-bridging. [AdExchanger]

• 16 May 2024: Google AdMob introduces publisher first-party ID for apps, which can be put to use in the absence of IDFA on Apple’s iOS. [Google Blog]

• 16 May 2024: Netflix announces its intention to roll out its own ad tech and ad server in 2025, while currently extending its programmatic partnerships from Microsoft only to TTD and DV360 on the buy-side, and Magnite on the sell-side. [AdExchanger]

• 7 May 2024: It has been decided that Bounce Tracking Mitigations (BTM) will be kept disabled for the Mode-B Privacy Sandbox experimentation phase. BTM disrupted labeling for some participants, which caused issues with their tests. [Google Groups]

• 29 Apr 2024: Google plans to open source its PAIR (Publisher Advertiser Identity Reconciliation) identity tool with IAB Tech Lab. [Stream TV Insider]

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