At this point, it’s not news that years of ongoing changes in data privacy regulation have created massive amounts of change in the way that data is being used (or not used) across the advertising industry.

As IAB Tech Lab CEO, Anthony Katsur, often says, “Just like energy, finance, or healthcare, advertising is now a regulated industry.” As part of this trend, publishers face challenges in creating sustainable revenue growth.

Navigating Data Privacy in Advertising

Whether it’s the continuing decline in ad revenue that digital publishers are grappling with or the never-ending struggle that the streaming television industry is having to reach profitability it’s clear that owners and publishers of media are feeling the effects of these changes.

One of the areas where these changes are most visible is within the publisher’s data technology stacks. Increasingly, publishers are centralizing the many data sources they need for monetization within their data warehouse. While this evolution brings the promise of insights and connectivity, publishers also need a purpose-built application layer to help them activate and get the most value from their data.

DMPs: From Central Role to Obsolescence

For years publishers relied on DMPs to be at the center of their monetization efforts. As cookie-based monetization becomes less and less dependable and publishers’ distribution channels continue to fragment outside of the web these systems have failed to develop new solutions for key functions like app and historical data collection, 2nd-party audience enrichment, and programmatic activation.

This leaves most legacy DMPs relegated to web-based data collection, audience segmentation, and simple ad-serving activation. Additionally, traditional DMPs were not built with important capabilities such as data clean rooms, identity resolution, and PETs which are extremely important in our privacy-centric world.

Data Warehouses: A New Hub for Monetization

Many DMPs have responded by integrating large data sets through mergers and acquisitions to help fill gaps around identity, some are playing catch up by trying to build more privacy-centric features like identity and clean rooms, and others have decided to completely go out of the business. A response to this lack of innovation by DMPs in recent years has been more organizations investing in their data warehouse to centralize their various audience data sources. The question is, is the data warehouse alone enough?

The Missing Piece: Purpose-Built Applications

As we talk to customers in the market it’s clear that they need applications that can work with their data warehouse to create efficiencies and grow their revenue. One of the biggest challenges is actually activating data.

Data warehouses often rely on applications and integration providers to make data more actionable which leaves publishers building expensive custom solutions and navigating complicated operations.

Similarly to how the Composable CDP movement has stepped up to help marketers evolve how they activate data in their warehouse, media owners and publishers (and new companies like retail media) need solutions that are purpose-built for both the era of privacy as well as ad monetization use cases.

Embracing the Future of Audience Monetization

Audience monetization platforms of the future need to be able to combine the streamlined audience building and activation (in both programmatic and direct)  that legacy DMPs relied on, while also allowing for more complex tasks like normalizing various data sources, running complex identity resolution models and collaborating within data clean rooms.

As free and scaled 3rd-party cookie data goes away the monetization is shifting to the publishers and media owners who are investing appropriately in their 1st-party-data, and there’s a major opportunity to create profitable growth. Investing in technology to help power this growth is crucial and will separate the winners from the losers during this period of change.

The post The Data Warehouse Has Replaced Many DMP Functions, but Is It Enough for Publisher Data Monetization? appeared first on AdMonsters.

Big changes are happening in the ad tech industry. The rollout of Google Privacy Sandbox has been contentious at best, what with the CMA’s various concerns, the Movement for an Open Web calling out the Sandbox for failing to serve as a third-party cookie replacement, and the IAB’s report citing the industry’s lack of readiness due to implementation challenges driven by limitations in achieving key advertising objectives.

Even without the raising of all these red flags, the advertising ecosystem must still find other ways to target consumers in a privacy-safe way. There will be no one solution, and to be successful at capturing users going forward, publishers will need to use a mix of solutions, including alternative IDs (alt IDs). 

Adaptation to privacy regulations will be crucial to the industry’s success going forward. In the days of third-party cookies running amok, publishers could receive optimal functionality without actively participating in the back end. Now the dynamics are changing, presenting publishers with an infrastructure challenge.

The good news is that alt IDs replicate a seamless experience for all parties in the ecosystem and offer the industry one common language to rely on.

The problem? We are all using different alt IDs. 

What Does it Mean to be Alt ID Agnostic?

As of the last time we counted, there are as many as 100 different alt ID solutions available, so how can a publisher choose which to use? Many aren’t choosing at all or are choosing them all by throwing their hat into every available bucket – this is what we mean by alt-ID agnostic. 

“At lockr, we view this as publishers entering this new era and not knowing who to turn to,” shares Keith Petri, Founder and CEO of lockr. Investing in each different alt ID requires data, he says, and the demand side hasn’t picked a clear winner and likely won’t. “As a result of this, the next four quarters for integrations for publishers looks like a LUMAscape of ID solutions,” he says.

The biggest problem, according to Petri, is that the plethora of alt ID options leads to a paradox of choice, where people either become unable to make any choice at all, or they decide to invest in many alt IDs, which leads to bid stuffing and increases data leakage. 

The biggest problem, according to Petri, is that the plethora of alt ID options leads to a paradox of choice, where people either become unable to make any choice at all, or they decide to invest in many alt IDs, which leads to bid stuffing and increases data leakage. 

There are solutions to help mitigate this problem, such as lockr’s Alternative Identity Manager (AIM), a self-service identity solution that allows publishers to test identity solutions, Customer Data Platforms (CDPs), and clean rooms simultaneously.

With AIM you can test alt IDs in real time, toggling each one on or off to see the results each alt ID is getting for consent, registration, or number of IDs created. This can help publishers see how each alt ID is working. 

Ray Kingman, CEO and founder of Semcasting says the most important thing right now in trying to solve the alt ID problem is not to recreate the cookie problem.

He notes that alt IDs don’t identify a person by any information that pinpoints who they are, they simply communicate that a user is unique, which protects user privacy. “You don’t want a universal ID that is specific to one user that is redistributed to third parties, that is what created the problem in the first place,” Kingman adds.

The goal, according to Kingman, should be to ensure we are being good stewards of our customers and the data that has been entrusted to us. Semcasting does this by being alt ID agnostic differently – its data and identity solutions are designed to be able to accept almost any ID.

“The issue with being alt ID agnostic is that it bifurcates the industry so the open internet is no longer open. Our solution to that was to be a meta ID, meaning it doesn’t matter what you throw at us.”

Being Alt ID Agnostic is Detrimental to Publishers

Publishers are being inundated with multiple alt ID choices and many are finding it hard to navigate which alt IDs are the best for their business. Conflicting feedback from advertisers coupled with the lack of available metrics about what is working makes it difficult to decide which IDs to prioritize. 

Additionally, says Petri, “The prevalence of players claiming to be ‘identity agnostic’ has further complicated matters, leaving publishers without clear guidance on how to navigate the evolving landscape of digital advertising. As a result, publishers risk missing out on revenue opportunities and facing operational inefficiencies due to the lack of alignment with advertiser preferences and the inability to accurately measure advertising impact.” 

There are too many hurdles preventing publishers from being able to dip their toes into the alt ID space rather than fully committing to a course of action. According to Petri, these include: 

1. Initial integration requires full commitment: Publishers can’t test alt IDs incrementally; they must invest upfront in integration without the luxury of a lighter test integration.
2. Difficulty in measuring impact: Without the removal of third-party cookies and the ability to replicate bid requests with different alt IDs, assessing effectiveness is next to impossible.
3. Time constraints and competing priorities: Publishers struggle to evaluate and integrate alt IDs within limited timeframes, exacerbated by delays in cookie deprecation and competing priorities.
4. Risk of signaling inferiority: Adopting multiple alt IDs suggests that each serves unique needs, preventing the signaling of one as inferior, but complicating the integration process.

Forging a Path Forward in a Cookieless World

Looking to the future, solutions that prioritize first-party data will almost certainly win the day. Change is difficult for anyone, but it is important to remember ad tech thrives with change. The trap is in trying to make the new solutions behave the same as the old. 

Keeping in mind the tendency to lean into new ways that replicate legacy programs, Petri shares, “Privacy Sandbox, despite facing skepticism, presents an opportunity to embrace a new, less defined approach, fostering a more user-focused internet while acknowledging its constraints and potential for innovation.”

The past included a sea of universal IDs that weren’t universal at all, but were created as exclusive spaces for the big players to use, Kingman says.

The past included a sea of universal IDs that weren’t universal at all, but were created as exclusive spaces for the big players to use, Kingman says.

Going forward, he notes, “Instead of building these walled gardens that do nothing but bifurcate the industry into those who have and those who have not, we need to make the ID space fluid.

Keeping it fluid makes it unable to be abused in a lot of ways because as you’re tracking somebody the fear is that your IDs get redistributed in a manner that you don’t intend on but can’t control. It becomes open season for those with less stringent regulatory compliance requirements.”

We must build trust and relationships with users via transparency, says Petri, and focus on authenticated users because consent-based data is usable data. “Publishers should communicate clearly with readers about the benefits of authentication, fostering trust and enabling sustainable revenue models. By embracing strategic and creative approaches to authentication, publishers can navigate the evolving landscape successfully and unlock new growth opportunities,” he shares. 

Using first-party data ensures you are reaching more users, adds Kingman. In terms of numbers, he notes third-party data may reach 30% of your subscribers, but first-party data reaches more like 80% thanks to the additional touchpoints it provides. 

Leading the Charge: What are the Next Steps?

Petri notes publishers have a pivotal role to play in the effective implementation of alt IDs. In addition to building trust, they also need to collaborate with alt ID providers to communicate audience data to ensure continued efficiency in audience targeting. 

“Publishers also have an opportunity to address the historical data leakage caused by third-party cookies. Implementing strategies such as utilizing Customer Data Platforms (CDPs) to curate audience-driven buys or leveraging industry-leading data clean rooms for direct matches with advertiser audiences can help mitigate these risks and foster stronger, more secure partnerships throughout the ecosystem,” Petri says. 

On the buy side, Kingman says the industry should do what it does best – test. Rather than get stuck in a solution that doesn’t work to its full potential, testing can ensure you know what kind of results to expect. He predicts the solution will likely include using more than one ID.

The post What are the Best Practices for Using Alternative IDs? appeared first on AdMonsters.

In 2024, users’ data is under lock and key. Not literally, of course, but with the fall of Chrome’s cookies and stronger privacy regulations popping out of the woodwork, it will be much harder for publishers to reach their desired audience. 

We knew this was coming, but theorizing something and experiencing it are two different beasts. Is the ad tech industry ready to slay this dragon and thrive in a privacy-compliant world?

Optimism exists, but as our contributors warn us below, the industry has its work cut out for it before achieving any success in this new privacy-first world order. 

While reflecting on 2023 and preparing for the uncharted waters ahead, we turned to some of the industry’s leading voices on privacy — from the buy and sell sides, and even in between — to dispense their privacy predictions for 2024.

There are fair warnings ahead — the slow burn to federal privacy laws, the lack of addressaibility, the wait and see mindset. But it’s not all grim — the convergence of ad tech and martech, testing Privacy Enhancing Technologies (PETs), data collaboration, and more.

Another Year, Another Stand Still on Federal Privacy Regulation

“Consumer demand for privacy continues, and targeted advertising is at the top of the list of concerns. However, the US is still unable to get federal privacy regulations across the line. Instead, the patchwork of state legislation continues to grow. Large technology platforms will tighten privacy features, and there will finally be fewer cookies by the end of the year. 

Buyers, sellers, and ad technology providers must invest resources to manage the increased operational overhead required for compliance. Leading publishers will also test new technologies to securely match info on consented users (like clean rooms), require more extensive employee training on compliance, and develop exciting new probabilistic matching solutions. These solutions will use advanced contextual signals, first-party data, and smaller sets of deterministically matched audiences to build new resilient targeting and measurement solutions.” – Maria Breza, VP, Ad Quality Measurement and Audience Data Operations at SXM Media

Rapid Fire: The Rise of PETs and Consented Data 

“The future of PETs. There has been a surplus of chatter about privacy-enhancing technologies for the last few years. Yet, with the rise in restrictions on sensitive data, companies will start to invest more into understanding the viability of PETs to help them reach audiences in a privacy-protection way (rather than engaging in privacy theater). Regulators are also interested in this technology, but we should expect them to look at these solutions with a critical eye. They will employ experts to help them determine whether (from a mathematical perspective) publishers can use them to deliver and measure advertising without revealing individual user data.

*Note that clean rooms are not PETS; they must leverage PETs to offer a privacy-safe solution.

Experiments in consented data. I have yet to see a widespread effort to get opt-in consent for using sensitive information in the states that require it. Likewise, I haven’t seen companies take advantage of the ability to ask California consumers to opt-in to the “sale” of their data 12 months after opting out. However, the continual tightening of the faucet on data may push companies to have a change of mind. Companies may offer financial incentives or other benefits in exchange for consumer consent. Similar to companies experimenting with the “pay or ok” model in the EU, the shift in regulation will cause companies in the U.S. to think about whether business models here need to shift to weather these changes.” – Jessica B. Lee, Partner, Co-Chair, Privacy, Security & Data Innovations at Loeb & Loeb LLP.

The Era of CDPs

“Given that regulation naturally means fewer options to easily monetize customer data, centralization for storage and coordination of data will require a hub. Ad tech and martech further converge into madtech via the CDP. There are three main areas where this is paramount: 

1. Segment Creation – Today, not enough marketers can leverage their marketing attributes to build segments from 0 and 1PD. Most platforms still require engineering to code the necessary attributes. There will be a requirement to democratize this task so publishers can build custom audience segments they can use more easily. Outside vendors have a greater likelihood of building extensions that handle this function.
2. Data Collaboration – Moving data from platform to platform is complex today. However, there are several technical solutions to make this less burdensome. Building data collection and interactivity infrastructure will become a big business in 2024. The CDP is also at the center of these innovations, insomuch as they’re a required integration partner for this tech.
3. Insight Data – Data and research companies may start to push market and behavior data to the CDP. Today, the data flows in the opposite direction, and brands and agencies send customer data to data and research organizations for monetization. Given the prediction on segmentation and data collaboration capabilities, it would be intuitive for brands to centralize the whole process of insights, segmentation, and transfer in their platform of choice – the CDP.

If the above occurs, we will see even greater adoption of CDP’s, but it’s unlikely that CDP’s will create these mechanisms for collaboration. We may see  vendor extensions into the software that enable these functions.” – Therran Oliphant, SVP, Head of Data & Technology NA at EssenceMediacom

The Decrease in Addressable Users 

“Expect to see the industry truly start to take privacy seriously in 2024. To date, most of the industry is trying to extract as much value out of a shrinking group of addressable users, and in 2024, that number will get so small that it will force many to find new ways to reach audiences.

The group of addressable users will shrink because of the end of cookies and the removal of IP addresses, regulations, and other changes. The industry will need to find replacements for the direct addressability of the past that is privacy-preserving and scalable, and not many current technologies cross that bar. There’s lots of work to do.” – Paul Bannister, Chief Strategy Officer at Raptive

In-App Mobile Advertising Deals With Post-IDFA User Acquisition

“Privacy continues to be top of mind in the mobile advertising ecosystem. Mobile app developers adjusting to post-IDFA user acquisition on iOS must adapt yet again and learn how to run UA campaigns without relying on GAIDs as Google rolls out its Privacy Sandbox. As it adjusts, our industry must find creative ways to navigate the challenges and mitigate the impact on ad revenue. Brand advertisers will also face challenges activating their first-party data, as matching it with supply-side data will become impossible without identifiers.” – Linda Ouyang, VP & GM, Global Supply & Exchange, Digital Turbine

The Plight of Measurement and Addressability

“The cookie is going away. Those who act like it’s already gone are in the best shape. Success boils down to two things – addressability and measurement. Addressability isn’t terribly challenging as identity graphs and clean rooms provide tools to reach desired audiences at scale across partners. The industry is still navigating successful measurement. The result can and will be partially modeled but must pass a CFO and FP&A smell test for believability at the highest levels.” – Jay Friedman, CEO of Goodway Group

A Year of Experimentation and Testing

“As we venture into 2024, the advertising industry is poised to significantly shift toward a ‘Privacy-First’ approach in personalized advertising. This year will consist of constant experimentation and testing, a period where the performance of campaigns may see fluctuations and instability. Marketers will need to adapt swiftly, exploring new methodologies for targeting and measurement.

Companies will increasingly tap into AI and machine learning, creating hyper-personalized content that respects user privacy. This involves leveraging aggregated and anonymized data to serve relevant ads, ensuring individual privacy remains intact.

Additionally, 2024 will witness a surge in transparency tools, empowering consumers to monitor and control how brands utilize their data. This will cultivate a deeper sense of trust and compliance.

In this era of experimentation, the advertising world will strive to meet privacy norms and seek to enrich the user experience. To adapt to these changes, the advertising industry must be nimble, ready to embrace new ways of targeting and measuring, ensuring advertising remains effective and respectful in an increasingly privacy-conscious world.” – Angelina Eng, VP of Measurement, Addressability, and Data Center at IAB. 

The post Lock and Key: AdMonsters 2024 Privacy Predictions appeared first on AdMonsters.

Staying ahead of the curve has become more challenging than ever in the ad tech industry. The traditional ad industry was already grappling with losing cookies and other identifiers, striving to compete with the formidable triopoly of Google, Facebook, and Amazon. As it was gearing up for this transformative shift, the digital advertising landscape experienced a significant downturn. 

The COVID-19 pandemic accelerated changes in consumer behavior, causing the market to soften as pandemic restrictions eased. The growth in digital ad spend, which had been on a double-digit trajectory, slowed to just 8.6% in 2022, leaving media giants and digital platforms with no choice but to reevaluate their strategies.

The pandemic forced major players like Disney, Roku, Spotify, and Warner Bros. Discovery to make difficult decisions, including staff layoffs. The year 2023 brought challenges, with industry titans like Google, Microsoft, Meta, and Amazon handing out pink slips to 50,000 employees in January alone. While advertisers are still spending, the expenditure isn’t as high as previously predicted, and scrutiny over ad investments has intensified.

Despite these challenges, experts expect the ad market to reach a record high of $326 billion in 2023, thanks to the explosive growth of streaming and short-form video ads on platforms like TikTok. Optable’s Data Collaboration for Media Owners latest white paper predicts growth in e-commerce, travel, and entertainment advertising, presenting opportunities amidst uncertainty.

Adapting to Change

Several key strategies are emerging as the advertising industry navigates these turbulent waters. Media companies focus on scaling programmatic and data-driven advertiser engagements to capture more revenue share from the advertising triopoly. Simultaneously, they enhance traditionally non-data-driven aspects of their ad businesses, such as sponsorships, to remain competitive and appeal to advertising partners.

However, the successful execution of these strategies requires the right technology. Over the past decade, the industry has witnessed a proliferation of adtech and data management solutions. Media executives now question whether these investments have met their expectations and can adapt to the industry’s constant churn. New consumer privacy regulations further complicate matters, limiting digital identifiers and forcing marketers to rethink how they use data for digital advertising.

The Data Management Landscape

Before delving into the intricacies of data collaboration, it’s essential to understand the data management technologies adopted by media companies:

1. Data Warehouses: Companies like Snowflake and Databricks have taken the lead, with a market size of $27.93 billion in 2022.
2. Customer Data Platforms (CDP): MParticle and Segment.io are notable players, with a market size of $2 billion in 2022.
3. Data Management Platforms (DMP): Adobe and Oracle have made their mark, with a market size of $2.46 billion in 2022.

These technologies have enabled media companies to leverage their first-party audience data effectively. However, they face challenges in securing data collaboration with their advertising partners

The Need for Secure Data Collaboration

Digital marketers, who rely heavily on data for planning and executing ad campaigns, are increasingly concerned about data privacy, particularly in light of regulations like GDPR. A survey by GetApp revealed that 82% of marketers are worried about data privacy in their activities. Consequently, digital marketers are eager to collaborate directly with media partners in a secure environment to enhance campaign targeting and measurement.

Data clean rooms have emerged as a solution to this need for secure data collaboration. These rooms allow companies to share and analyze first-party consumer data while safeguarding individual identities. Giants like Google, Facebook, and Amazon have already adopted this approach with their advertisers, paving the way for private data clean rooms to gain momentum.

Benefits of Data Collaboration for Media Owners

Media companies that can accommodate advertisers’ demands for private data collaboration stand to gain a significant market advantage. Data collaboration can boost revenues by attracting new advertisers, securing larger commitments from agencies and advertisers, and commanding premiums on ad products that leverage shared data.

However, media companies face a dilemma: scaling data collaboration initiatives while simplifying their technology stacks and reducing costs. In a rapidly growing economy, complexity often takes a back seat to immediate growth opportunities. However, when the focus shifts to efficient growth and profitability with limited resources, complexity becomes costly and hinders operations and innovation.

Successful publishers must enhance their standard products and create differentiated offerings to compete with dominant platforms like Google and Amazon. Achieving this requires data collaboration solutions that can harness various types of data, seamlessly integrate with existing tech stacks, and offer ease of use.

Challenges in Data Collaboration

Implementing data collaboration, especially when relying on a mix of data management technologies, introduces several challenges:

Lack of Interoperability: Data clean room solutions often lack true interoperability, requiring collaborators to use the same system. This becomes a barrier when key advertising partners use different systems. Some media owners resort to multiple solutions, which can be costly and time-consuming.

Fragmented Data: Data fragmentation poses a challenge in combining audience data and advertising campaign data to provide holistic insights. The multitude of technologies available for this purpose may not be optimized for advertising use cases, leading to complexity and delays in responding to advertiser requests.

Not Intuitive for Business Users: Bridging the gap between technology and business teams in ad-supported media organizations is challenging. Ad Sales and AdOps teams lack the expertise to generate custom queries, relying on data scientists from other departments. This results in time-consuming back-and-forth interactions and lost revenue opportunities.

Gaps in Data Privacy and Security: The complexity of data collaboration involving multiple systems, users, and regions makes it difficult to maintain robust privacy and security standards. Privacy Enhancing Technologies (PETs) have progressed, but the plethora of options and regional considerations add to the complexity.

The Path Forward

To thrive in this ever-changing landscape, media companies need holistic solutions that can harness the power of data, integrate seamlessly with existing tech stacks, and cater to business users. The industry is realizing that the key to success lies in simplifying complexity and reducing friction in data collaboration.

Cloud-based data collaboration applications offer a promising path forward. These applications facilitate interoperability, ease of use for business users, and enhanced privacy and security. They enable media companies to streamline their operations, reduce technology costs, and innovate more efficiently.

As data collaboration continues to evolve, proving value remains a top challenge. Media owners must demonstrate the ROI of their data collaboration efforts. While challenges persist, the potential for increased revenue, reduced technology costs, and improved operational efficiency positions data collaboration as a crucial component of the future of advertising.

The post The Crucial Role of Data Collaboration in the Future of Advertising appeared first on AdMonsters.

Sooner or later, third-party cookies will no longer be a viable tool to collect user data. The ethics around data accumulation are changing and the industry is working in overdrive to keep up with the times. 

In November of 2021, Google Ad Manager (GAM) aimed to do just that. They launched Publisher Provided Identifiers (PPIDs) which are specific identifiers that publishers will apply to users based on their first-party data. First-party data is more privacy-focused than third-party data and this initiative was launched with that specific idea in mind. 

The question begs, how will this benefit publishers under constantly evolving privacy regulations and big tech privacy updates? 

What Is PPID? 

According to Google Ad Manager, PPIDs are a unique identifier assigned by a publisher to a user. Publishers will share PPIDs with Google’s programmatic demand and this process will help them customize their ads, targeting, and advertising expertise. 

In a statement at the launch of the product, Steve Swan, Product Manager, Google Ad Manager, said, “By helping publishers expand the use of their first-party identifiers to more transaction types, like the Open Auction, our partners will be able to show ads that are more relevant to their audiences, which will increase the value of their programmatic inventory.” 

However, PPIDs are not actually data. They are identifiers related to a user visiting a publisher’s website. 

When the consumer goes onto the website, publishers can share the user PPID with GAM so the ad serving platform can understand which specific ad requests originate from the same user despite cookies being restricted. 

Essentially, the publisher can identify how many times the user logged into their site and what type of content they are consuming. This is how they are able to customize ads and create audience segments and audience solutions. 

To set up PPID, the publisher creates a unique ID for users based on a first-party cookie or a login ID. Afterward, it will put that ID into GAM and choose who to share that data with. Google will hash that ID and pass it through to buyers for auction.

How Do PPIDs Benefit Publishers? 

One of the main pulls for PPID is the commitment to protect consumer privacy. 

The announcement emphasized that “advertisers who will be able to build segments off of the PPID data will not be able to see individualized information or user data. Because PPIDs are unique to each publisher, there is no way to match identifiers or create profiles across sites.” 

Including the aforementioned benefits, PPIDs assist publishers with: 

• Frequency Capping: This helps publishers identify the user even if they log in from different devices. This will support buyer frequency capping and interest-based ads personalization on programmatic traffic, thus creating a better user experience and potentially increasing publisher programmatic revenue. Publishers can also limit the ad views of a single user. 
• Cross-Screen ID: The same ad will not be shown to the same consumer on different devices. PPID will identify the user and show personalized ads when appropriate. 
• Audience Targeting: Using CDPs and DMPs, publishers can use stored data to create unique user profiles that can be pinpointed across devices. This creates personalized audience segments. 

For instance, using Hulu as a practical example, Ad Tech Explained highlights how using PPID, the publisher can track user frequency to an individual ad across their website, app, or on CTV. Since the PPID is tied to a user login it ensures that the user will not see any one ad too many times.

When it comes to segmenting audiences, Hulu can create targets for their audience based on user credentials and how they interact with content on their platform. Using consumer credentials — including name, email, and billing address — publishers can determine household income and spending habits. From content consumption, they can determine whether a consumer is a sports fan or into the culinary arts, and personalize ads based on that information. All of this information will be added to that Unique identifier and audience segment. 

PPID vs. ESP

In March of this year, Google launched another feature enabling publishers to activate their first-party data called Encrypted Signals for Publishers (ESPs). ESPs allow publishers to share encrypted first-party signals with buy-side platforms of their choosing. 

While at first sight ESPs might look like PPIDs’ competition, both have been described as “two sides of the same coin.” Using first-party data, they each help publishers monetize programmatic inventory. Although, each tactic has a different function. 

ESPs help publishers exchange encrypted information from GAM to non-Google buyers as all publishers and buyers do not work within Google’s ad tech ecosystem. While, as mentioned above, PPID communicates audience insights from GAM to other Google products. 

Some say that ESP gives publishers more bang for their buck. With this function, experts say that publishers have more control over the data they choose to pass and to whom they decide to pass it. (With the caveat that it is encrypted before it enters GAM.) 

Each concept is fairly new in practice through Google, but they both offer ways to navigate ad tech’s new world order. 

Will one outweigh the other? Or will both sides of the coin work in tandem to help publishers thrive under new privacy regulations? Only time and putting the systems into practice will tell.

The post What Is PPID and How Does It Benefit Publishers? appeared first on AdMonsters.

Alphabet Soup: Decoding DMPs, MDMs, and CDPs

Data platforms, broadly speaking, are no different. The market offers a variety of data collection software, including data management platforms (DMPs), master data management solutions (MDMs), and customer data platforms (CDPs). All three ostensibly aim to achieve similar goals:

• Gather and manage customer data from various sources.
• Provide richer insights about those customers.
• In their own ways, provide data and insights back to the business. 

But go one level below that veneer of similarity, and the resemblance fades fast. Before adding a data platform of any kind to their tech stacks, business leaders must understand how these solutions differ, the parts of the organization they impact, and the outcomes that should measure against them.

Defining DMP, MDM, and CDP

To understand the fundamentals of the DMP, MDM, and CDP and their desired outcomes, let’s look at Gartner’s definition of each:

• Data Management Platform: A DMP is software that controls data flow in and out of an organization. It supports data-driven ad strategies, such as segmentation.
• Master Data Management: MDM is a technology-enabled discipline in which business and IT work together to ensure the uniformity, accuracy, stewardship, semantic consistency, and accountability of the enterprise’s official, shared master data assets. 
• Customer Data Platform: A CDP is a marketing technology that unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers.

Side by side, it’s clear that each solution offers its own range of capabilities geared toward specific goals. Still, it’s pretty tricky to compare and contrast based on these descriptions alone (whoever said identifying the right data technology to power your strategic growth initiatives is easy?).

Selecting the best solution(s) for your business means deeply understanding how these platforms handle different yet essential marketing and business tasks. It’s also why well-defined use cases are crucial to the success of any technology selection, implementation, and ongoing utilization.

The Tradeoffs: When To Use a DMP, MDM, or CDP (and When Not To)

The rise of digital channels where consumers engage with brands — on websites, mobile apps, social platforms, etc. — drove the creation of solutions like DMPs, MDMs, and CDPs. These solutions allow marketers (and publishers) to recognize people by their different proxies and stitch them together for a single view of the customer.

While DMPs, MDMs, and CDPs all serve a data unification function for the business, the underlying architecture and practical utilization of each are quite distinct (and, in some cases, not practical for use at all).

DMPs:

DMPs were explicitly designed to improve the quality of programmatic ad targeting and were once a widely adopted and crucial piece of the ad tech ecosystem. These solutions rely on third-party cookies to collect anonymous audience data from multiple sources and bucket that data into broad segments using algorithms and selective methods of identity resolution. DMPs also pass those segments to programmatic buying platforms to inform ad targeting against high-reach audiences.

However, evolving consumer privacy regulations and the demise of third-party cookies means DMPs are going the way of the dodo — even as they race to re-architect and re-invent themselves for this new world.

Some vendors have already announced plans to sunset their DMP offerings, which could signal the beginning of the end for programmatic advertising. It also means companies dependent on third-party data and DMPs for user tracking and targeting will have to re-evaluate their digital marketing strategy and pivot to tools that leverage consented data if they want to survive (and thrive) in the post-third-party cookie era.

MDMs:

MDM software acts as a single source of truth for various types of business data, including consented customer data. Using batch processes to find connections between different data sources and reconcile them, MDMs create a “golden record” of customers and their various attributes: name, location, address, purchases, etc. By pooling data into a single point of reference, an MDM gives teams across the company (customer service, finance, sales, product development, etc.) the data they need to meet their business needs.

However, this so-called golden record is a bit of a misnomer. It’s actually a “golden association” of a lot of data to one master ID with varying degrees of certainty (email matching has a higher degree of certainty than device matching, for instance).

Moreover, the lack of user interface (UI) for segmentation, activation, and analysis is fine for the IT team but not so fine for marketers, publishers, and other business users to extract much value (okay, use at all) from the customer view created by MDM solutions. These teams can’t execute efficiently when forced to wait on IT and other technical resources for the data they need to engage with customers in the moment.

CDPs:

CDPs are the newest player in this so-called data platforms section of the market. The CDP sets itself apart from DMPs and MDMs in two key areas:

1. the activation-first nature of single customer view it provides organizations and;
2. the user-focused interface designed to make the data accessible to marketers, publishers, and other growth-focused teams for journeys, campaigns, and other orchestration programs. 

The first-party data that customers and prospects have consented to drives CDPs.

They use distinct methods of identity resolution to determine when two or more profiles are the same unique individual and then merge those profiles into one persistent profile. Since this consented data is unified and updated in real-time and made accessible via a UI, business users can activate it instantly — in segments, with campaigns and personalization, and via analytics — while achieving better compliance with GDPR, CCPA, and other privacy regulations at the same time. 

Which Technology Is Right for Your Organization

None of the technologies described above is a silver bullet capable of solving all customer data problems. Since each solution varies in terms of its functionality and capabilities, business leaders need to understand the areas in which they excel, the parts of the organization they impact, and the outcomes they are meant to achieve.

Developing clearly defined use cases can help decision-makers narrow in on these critical factors and ultimately select the right solution for their business.

When employed correctly, use cases describe the current state, target outcome, supporting activities, and relative complexity required to successfully reach marketing or business goals. Going through this exercise can help business leaders level set on where they are today and make more deliberate choices about what solution will work best for their organization going forward.

The post What Are the Tradeoffs Between DMPs, MDMs and CDPs? appeared first on AdMonsters.

In fact, they built their own data program for their direct-sold program and that has accounted for more than 20% of the media behemoth’s core revenue. They have fully replaced third-party data in their direct-sold program, now selling more audience targeted impressions than ever before.

But the Times is also about the business of getting data out of silos to harness the power of marketing, customer, and advertising data towards a more collective, data-driven business.

“Although our marketing team has their focus off-site, and they need to figure out their own strategies for dealing with deprecations of third-party cookies,” says Sasha Heroy, Executive Director Product, The New York Times.

Heroy’s department is building tools that are useful for marketing to identify potential subscribers based on interest or other audience attributes they’ve predicted for a given user. And they’re also looking at identifying content that might be of interest to a reader based on what they’ve learned about them. The tooling they’re building to support this is going to be useful to various parts of the company and will provide a more cohesive data strategy.

Over on the other side of the business, Michael Chiang, Director, Campaign Operations, The New York Times, is using Action IQ CDP to quickly create, deploy and evaluate campaigns. And eventually, the work that Heroy is doing in her department will help to inform the work that Chiang’s team is doing to fully view the customer journey from end to end.

Lynne d Johnson: Why are CDPs becoming increasingly important?

Michael Chiang: When you do the (hard) work of properly implementing a CDP, afterward you’ll find that it pays off in a lot of ways. With a CDP, the level of control we have means that we feel a lot more confident that our readers’ data is being managed respectfully and responsibly.

Furthermore, you discover things about your customer’s journey you may not have been previously aware of because you are leveraging all your first-party data correctly and looking at it hopefully from end-to-end, rather than in a transactional or piecemeal sort of way.

LdJ: Is it true that some of the benefits of a CDP include streamlining marketing operations or providing more seamless user experiences, as well as maximizing customer lifetime value?

MC: The more complex and ambitious your marketing efforts are, the more you benefit from investing in this sort of work. If you do it right, it lets you really scale. The important thing is to accurately fix your overall vision against all this effort you are putting in.

LdJ: We’re hearing some publishers talk about the blurred lines or convergence of martech and ad tech and taking customer data out of its many silos within a media organization to provide a holistic view and greater insights. How does that play out for you guys at the NYTimes, especially as your business now operates under a subscriber-first model?

MC: We are really proud of the work we are doing in this space. The key to it is turning things that used to take weeks, into things that now take days. And for things that took days into things that happen before lunchtime. All this freed up bandwidth allows your team to test, explore and innovate as they’ve never done before.

Additionally, we are contributing to the W3C work to build new, privacy-preserving ad tech and are currently testing some of these options on our site. This is another example of the convergence between our ad tech and martech teams.

LdJ: What are some best practices you’d want to share with other publishers?

MC: It sounds obvious, but you really have to put the work into getting your data at the level of quality you need it to be. It either is or it isn’t and there are no half-measures when it comes to this. When you do it right, you’ll find that things that weren’t possible before become routine. That’s where you want to be.

The post Charting the Customer Journey From End-to-End With Michael Chiang, Director, Campaign Operations, NYTimes appeared first on AdMonsters.

On July 7, 2021, Colorado Governor Jared Polis signed the Colorado Privacy Act (aka CPA or ColoPA depending on who you ask) into law. This makes Colorado the third state — joining California and Virginia — to pass comprehensive privacy legislation. Publishers and marketers will need to comply by July 1, 2023.

Much like its predecessors, California’s CCPA and CPRA, as well as Virginia’s VCDPA (with a dash of GDPR thrown in), the CPA will give Colorado residents a bunch of privacy rights, including the right to access, correct, and delete their personal data, and to opt-out of the processing of their data for targeted advertising, sale of their personal data, and profiling.

Also like the others, the CPA could significantly impact personalized advertising. This is a major concern for the advertising ecosystem, as Apple and Google are making changes that limit the targeting of individuals for advertising and content personalization purposes.

As other states are likely to follow suit (and a Federal Privacy Law is imminent) it’s imperative that publishers, advertisers, and ad tech companies think ahead and plan for solutions that are flexible enough to adjust for all types of scenarios. Consumers are looking for transparency and a clear understanding of the value exchange provided when you’re asking them to opt-in. As such, being prepared for CCPA and VCDPA won’t necessarily mean you’re covered for CPA, as there are a few key differences.

Who Needs to Comply With CPA?

If you’re conducting business in the state of Colorado or providing goods and services targeted to Colorado residents and either control or process data of 100,000 or more Colorado residents in a calendar year, or bring in revenue from the sale of personal data and control or process the personal data of at least 25,000 Colorado residents, then this law applies to you.

CPA and VCDPA focus on the amounts of data processed by businesses, rather than the amount of revenue generated like CCPA. And as a first, unlike CCPA and VCDPA, CPA will also hold nonprofit companies accountable.

Publishers, and their advertising partners, should take note of how Colorado defines “personal data” as information that is “linked or reasonably linkable to an identified or identifiable individual,” which means that the individual can be identified either directly or indirectly by reference to an identifier, including either a name, identification number, geolocation data or other online identifiers.

Key Differences Between CPA and Both CCPA and VCDPA

Sure, you’ve got a jump on CPA if you’re already in compliance with CCPA or prepping compliance with VCDPA, but you should also pay close attention to some key differences that might provide a few bumps in the road.

The advertising ecosystem should pay close attention to the following differences:

• CPA enforcement power will reside with the state’s AG and DA and violations will be classified as deceptive trade practices that can be fined $20,000, unlike CCPA and VCDPA which fine up to $7,500 for violations. This will limit consumer-initiated litigation.
• Under CPA, there is a 60-day cure period (unlike the 30 days you get with CCPA and VCDPA) before enforcement action will be taken by the AG and DA. Noncompliance can result in civil penalties of not more than $2,000 per violation, not to exceed $500,000 in total for any related series of violations. The cure period will only be provided until January 1, 2025.
• Data protection assessments will be a lot more rigorous, requiring ongoing documentation of all processing activities involving the processing of personal data.
• As well the regulation provides an opt-out provision mandating that requires businesses to provide consumers with a one-click, universal opt-out feature. It will be up to the AG’s office to provide the technical rules for such mechanisms. Consumer requests can be denied if they cannot be authenticated. This universal opt-out requirement syncs with recent news that the California AG is now requiring that all companies adhere to opt-out requests sent via Global Privacy Control (GPC).
• CPA also introduces a sensitive data requirement, which means businesses have to obtain consumer consent for the processing of data that might reveal racial or ethnic origin, religious beliefs, mental or physical health condition or diagnosis, sex life or sexual orientation, or citizenship or citizenship status, or genetic or biometric data as well as personal data from a known child.
• Consumer portability rights include personal data both collected from and about the consumer. Not only will consumers have the right to receive any personal data collected by a publisher or advertiser in a portable format, but they can also request any other information that was collected about them.
• “Sales” include personal data exchanged for non-monetary purposes. Like CCPA, CPA defines sale broadly, but also like VCDPA, it excludes some exchanges of data from the definition, including disclosure to “affiliates.”

Thinking Ahead

This isn’t just a matter of updating compliance systems and processes around consent management, it’s also time to think ahead to how you will target and measure advertising campaigns effectively. If you don’t already have a first-party data strategy in place and aren’t testing out ID solutions, what exactly are you waiting for?

The post What Is the Colorado Privacy Act (CPA aka ColoPA)? appeared first on AdMonsters.

Commissioned by Lotame, the research study aimed to better understand identity solutions from both the publishers’ and marketers’ perspectives.

Webinar participants included: Alex Theriault, Lotame’s Chief Customer Officer; Scott Lawrence, Senior Director, Programmatic at Advance Local; and Joe Campbell, Manager of Digital Media at Rush Street Interactive. (Watch the webinar on-demand below.)

Cookies are still alive for now, how to continue preparing?

Third-party cookies live to see another day… at least for now, but this is not the time for publishers to get too comfortable. While it’s productive for publishers to have some breathing and wiggle room for the short term, working towards a cookieless world must still continue.

The Lotame study surveyed 1,000 people from the U.S., UK, Australia, India, and Singapore in an effort to gauge how prepared both sides are for the third-party cookie-free world.

The results: “Marketers would like to see more money, time, and resources invested in a post-cookie world across various areas,” said Theriault. “We found that three in five agreed that people-based identity solutions are necessary. The same respondents emphasized the need for interoperability. Some of the other leading must-haves included analytics, modeling, and improved audience segmentation for targeting, storytelling, and prospecting.”

Google’s decision to delay third-party cookie deprecation is also good news for publishers “because walled gardens and the growing presence of antitrust lawsuits have dampened marketers’ appetites, and they’re seeking other options to diversify,” continued Theriault. “So we found that a majority of buyers plan to work more directly with publishers and media.”

The Lotame study found that marketers plan to invest more in the open web. Forty-two percent will buy more direct from publishers/media companies and 18% will invest more in walled gardens.

Hot Take: Targeting Is Not Going Away.

The Lotame study found that publishers feel context can replace audience targeting and marketing needs for measurement and analytics, but marketers believe context alone is insufficient.

Lawrence and Campbell both agree that targeting will not go away. 

“Absolutely not,” said Campbell. “I think audience-based targeting is kind of the whole point of building out the programmatic ecosystem that we know today and built on granularity. I think if we’re just doing contextual targeting, we’re going back towards direct IOs and not really having much control over it. With audience, we can get granular and on top of that, from our perspective, we’re building out contextual based on our audiences and our findings from our audiences. So I just don’t see how we could feed contextual without audiences overall.”

“Just because third-party cookies are going away doesn’t mean the audience targeting itself is going away,” added Lawrence. “All it’s doing is evolving. And the definitions around what we consider audience targeting, are very much changing. I think we’ll see publishers working a lot closer with buyers using this kind of context and —in our case— content consumption of a user, sort of a proxy for what we’re going to consider in the past, I guess, old school cookie-based audience targeted for us.”

No cookies? No problem.

Like Tim Gunn famously says, “Make it work.” Continuing to prepare now will leave everyone in a better position one or two years from now when the cookie does crumble.

“Right now we are implementing the CDP (Customer Data Platform). It’s essentially putting us in a pretty good position to do what I think is thinking differently about our readers and how we can ultimately build a deeper relationship with them,” said Lawrence. “Think of them as much more as an individualized, authenticated user reader with some sort of identity attached to that, rather than just a browser unique, a page view, something like that.”

The post What Lies Ahead for Marketers and Publishers Sans Cookies? appeared first on AdMonsters.

We’ve been covering the details of CCPA all of 2019, defining it, explaining it, breaking down its amendments, looking at how it impacts the emerging T/V market, and then we also looked at tools that can help with compliance, like IAB’s CCPA Compliance Framework, as well as ways in which a CMP or CDP can be used for compliance. We also worked on a Playbook with GeoEdge, outlining the relationship between privacy compliance and user experience and what that means for revenue teams. And then another Playbook we developed with LiveRamp focused on how to survive life in a world without cookies.

Plus, we talked with industry leaders at BritePool, Ogury, Sourcepoint, and 33Across about solutions for compliance and alternatives to reliance on the third-party cookie. Also, Myles Younger, Senior Director of Marketing at MightyHive drafted a blueprint for a bright future in a cookieless world.

Here’s a look back at AdMonster’s 2019 CCPA coverage:

What is CCPA?

Being GDPR compliant won’t necessarily mean that you’re CCPA compliant. Also, it won’t be enough to just have systems in place to comply with CCPA and not continuously ensure that your users’ data remains safe.

Overall, the Personal Identifiable Information (PII) defined in CCPA is much broader than what’s been outlined in GDPR—“information that identifies, relates to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.” This includes IP addresses, cookies, beacons, pixel tags, mobile ad identifiers, browsing history, search history, and geolocation data. Read more.

CCPA Is Confusing AF

Digital media is looking forward to another year of impending doom as a fresh piece of confounding privacy regulation hangs over the space. The CCPA, which will affect any company that touches the data of at least 50,000 Californians a year, is in the middle of a statewide hearing tour at the moment, and the cracks are increasingly showing in the reportedly hastily assembled piece of regulation (typos are reportedly rampant and legislative patches continue to be written). Read more.

CCPA Update: It’s the Final Countdown

We know not what the California Consumer Privacy Act (CCPA) will finally look like when it goes into effect January 1, 2020, but we do know that Silicon Valley heavyweights applied great pressure to revise it, there’s an industry solution for do-not-sell requests, and unfortunately, most US businesses are overwhelmingly unprepared for its debut. Read more.

Interrupting Regularly Scheduled Programming: Privacy Regulations and the Emerging T/V Ecosystem

Ad-supported T/V ‘s future relies on an emerging addressable advertising technology, ACR, that will dramatically change T/V advertising delivery, measurement and monetization.

Automated Content Recognition (ACR) allows both subscription providers (like Netflix, Disney+) and ad-supported T/V providers (like Hulu, YouTube) to capture viewing data on screen for smart TV owners, all of whom opt-in to have this and personal identification data shared when they set up their set’s internet access.

This opt-in often is accepted thinking it is permission for the TV manufacturer to use the data, but second-by-second ACR-captured viewing data matched to that device user will also be used by content providers who can sell the addressability to advertisers for a premium price. Read more.

What Problems Does the IAB’s CCPA Compliance Framework Solve?

In short, the IAB’s and IAB Tech Lab’s CCPA Compliance Framework (here called “the Framework”, although the IAB has provided a similar framework for GDPR) provides a set of tools and standards to help make it easier for publishers and their ad tech partners to comply with the CCPA’s requirements around the sale of PI. Read more.

What is a CMP?

Consent Management Platforms (CMP) have been cropping up rapidly in the wake of GDPR—(and soon CCPA)—as the tool du jour for aiding publishers in collecting and managing consumer consent and passing that data throughout the advertising ecosystem. Read more.

What is a CDP?

CDP might sound like another martech or adtech acronym that will make its way into obscurity, but in a post-GDPR world where first-party relationships will be vital to survival, the Consumer Data Platform (CDP) is the ultimate tool for true consumer or audience identity resolution. Read more.

AdMonsters Playbook: Aligning Regulatory Compliance & User Experience

In this playbook, developed in partnership with GeoEdge, we’ll dive into the details of GDPR and why best practices for compliance are also overall user experience and privacy concerns. We’ll also examine the ramifications of the California Consumer Privacy Act and movements toward regulation at the federal level. Finally, the playbook will tie privacy regulation compliance back to other revenue team user experience responsibilities, such as ad quality and malware prevention. Read more.

AdMonsters Playbook: Life Beyond Cookies

Rumors of the third-party cookie’s death have been greatly exaggerated for years, but recent regulatory developments and browser privacy efforts have upset the dominance of this digital identifier. GDPR, CCPA, and browser privacy initiatives are only the beginning of a wider movement around data privacy, but they paint a clear picture of the next generation of consumer expectations. This playbook, developed in partnership with LiveRamp, aims to show publishers how to not only survive without cookies but come out the other side more powerful than before. Read more.

Surviving the GDPR/CCPA Squeeze: Sourcepoint’s Ben Barokas on CMPs and Regulatory Compliance

Such is the publisher’s lot—as soon as you start feeling confident you’ve covered your bases on GDPR, you’re trying to prepare for whatever the California Consumer Privacy Act (CCPA) will look like (it’s still being revised). But are your bases really covered on GDPR—considering that the European Data Protection Authorities (DPAs) are starting to dole out fines, like this €50 million shiner to Google?

We hit up Ben Barokas, veteran AdMonster as well as Founder and CEO of Sourcepoint, about recent GDPR developments, the looming CCPA, and the value of third-party CMPs versus homegrown efforts. Read more.

Portal to Privacy: 33Across on Complying With Current and Future Regulations

Publishers are frantically preparing for the launch of the California Consumer Privacy Act on Jan. 1, 2020—and trying not to lose sleep over the looming EU ePrivacy Directive updates. But they’re alone in that effort—programmatic intermediaries like 33Across have heard the data privacy call and are ensuring they not only complying with privacy regulations, but also applying consumer preferences in a speedy and efficient fashion. Read more.

Beyond Consent for Consent’s Sake: Ogury on Monetizing User Choice

As the digital privacy revolution grows stronger with the awakening of the California Consumer Privacy Act, gaining user consent weighs heavily on the minds of many publishers. But Ogury Co-CEO and Cofounder Thomas Pasquet argues that consent simply opens the vault door to the treasure chamber of user choice. That’s why Ogury offers publishers a consent management platform that also delivers user insights from across its network as well as monetization options. Read more.

CCPA: Costly Confusion for Publishers and Advertisers—A Conversation With David J. Moore, CEO, BritePool

We spoke with David J. Moore, CEO of Britepool—an identity solution company aimed at leveling the playing field for publishers to compete with the Walled Gardens with a focus on privacy compliance and the disappearing third-party cookie—to talk about what CCPA could mean for the future of programmatic advertising, as well as learn more about his company’s research on how consumers will behave under CCPA. We also talked about how a solution to identity will not only aid publishers with compliance but may enable them to survive and thrive the overall existential threats the industry currently faces. Read more.

A Future Bright and Cookieless

A crumbling cookie is making it harder to identify “User X” in ad server logs and know that User X saw ads around the web on Days 1 and 2, and then converted on Day 3. This blindness ravages user-based, deterministic attribution models. Impression, view-through, and conversion tracking all depend to some extent on third-party cookies.

Even if a cookieless future consisted of nothing more than incrementality tests and data clean rooms, advertisers would have years worth of new toys to master and traditional tactics to revisit. But the post-cookie technology and regulatory landscape is just now dawning, and we can look forward to a great deal of innovation. Read more.

The post AdMonsters Guide to CCPA appeared first on AdMonsters.