Last month, Google announced that Google Fiber (its ultra-fast broadband and interactive TV service which is being trialled in a handful of US cities) will now include real-time programmatic TV advertising.
Facebook yesterday began its annual F8 developer conference and made various new announcements for developers. This is ADTEKR’s analysis of what was covered on the first day.
In this article ADTEKR looks at how some of the biggest social media platforms are expanding their advertising offerings beyond their own platforms and on to third party websites and apps, monetising their data at scale in an effort to compete with Google and cut into its dominance.
Advertisers expect that all online content is viewed by human audiences – genuine consumers who have the potential to buy their products or services. That isn’t always the case. The digital advertising industry is plagued by an increasing amount of fraudulently generated non-human traffic which is then paid for by advertisers.
The UIDH – dubbed “zombie cookies” for the way in which they reappear on a user’s device after being deleted – are used by Verizon to tag and follow its mobile subscribers around the web. However, the concern from the cybersecurity industry over the last few months has been that third parties are able to use these unique customer identifiers to track mobile users who are unable to permanently delete the UIDH in the same way as a standard cookie.
Private ad exchanges are controlled environments, typically run by major publishers or a group of them, with ads sold through carefully selected agencies or advertisers using trading desks and/or demand side platforms. They are used by publishers to more carefully control who can buy their inventory, and at what price.
In this article, we consider the rise of private ad exchanges and the pros and cons for publishers using them.
At the end of November, the Article 29 Working Party clarified that the requirement to obtain a user’s consent when accessing or storing information on their device is not limited to cookies and applies to similar tracking technologies, such as device fingerprinting.
What does this mean for online service providers in practical terms?