As third-party cookies disappear from the digital advertising scene, publishers are waking up to a harsh reality: it’s time to rethink how they do business. For years, the industry has buzzed about data transformation, revenue diversification, and the importance of privacy regulations. But one key element is often overlooked — how to build a solid identity strategy that can reliably function within both the company and with external partners.

Here’s the bottom line: if publishers don’t focus on building a strong identity graph now, they’re going to fall behind. With so much change in the ecosystem, revenues shifting or diminishing,  it’s not just about survival — it’s about thriving in a privacy-safe, data-driven future.

Identity Plays A Key Role In The Future Of Programmatic Demand

Without third-party cookies, the ecosystem that once drove programmatic advertising is fading. Revenue is dropping, and many publishers are looking to rebuild addressability, opting to rely on rented identity solutions — those that pool data from other companies just to stay afloat. These solutions inject a quick fix, but in the long run, lack the required transparency and revenue models to make this a sustainable solution.

Publishers need their own robust identity architecture to not only bring in more money but also to reduce the total cost of ownership and increase margins.

More and more PII-based identifiers are emerging, but deploying multiple IDs can become complex. Additionally, it’s difficult to evaluate if and when hashed emails should be exposed on the page. Whether a publisher chooses a client-side or server-side deployment comes down to one question: how much risk are you willing to take when it comes to privacy?

The latest version of IAB Tech Labs’ OpenRTB enables to inject identifiers directly into the bidstream, adding transparency to the process. By collaborating with third-party data partners or industry solutions like ID5, publishers can inject their own identity signals into the bidstream, enhancing their ability to target users effectively and increase revenue, all while staying on the right side of data privacy.

Breaking Down the Data Silos

First-party data is gold for publishers right now but it’s difficult to mine. Many publishers are collecting a vast amount of data, including identity,  across different platforms — whether through ads, subscriptions, or events — which has led to a huge problem: fragmented data. This is amplified when there are multiple business units that all have different systems and policies. With no underlying identity architecture and different systems for managing content, consent, and customer data, many publishers find themselves staring at disconnected pieces of the puzzle.

That’s why the conversation around identity is so critical. If you’re not connecting the dots, you’re only looking at small pieces of the puzzle, effectively making decisions in silos. A unified identity framework tied to a data foundation, lets publishers see the bigger picture with an opportunity for cleaner data sets – how users engage, how that ties to revenue, and where there are opportunities to grow.

Creating a True Single Customer View

A single customer view is no longer a “nice to have” – it’s a must. This is the flip side of eliminating data silos, but it also connects to greater actionability concerning users. To maximize engagement and performance, publishers must track users across every device and environment they interact with. It’s about understanding your logged-in users and anonymous users, as both are crucial for monetization.

Building a persistent identity graph that updates in real-time helps publishers make informed decisions. This isn’t just about driving ad revenue; it’s about understanding every user touchpoint, from what content they consume to how they interact with your brand.

Getting Ready for What’s Next

The value of data is skyrocketing. To tap into that potential, publishers need more than just a surface-level understanding of their audience – they need a solid identity strategy & architecture. Identity sits at the center of every monetization and engagement opportunity for a publisher. As more advanced data analysis rolls out, these data foundations are critical to leverage newer approaches like AI, predictive analytics, and new data collaboration models. If you don’t have your foundation set, you’ll be left scrambling when the next big opportunity comes knocking.

Many publishers have under-invested in building a comprehensive identity strategy because of the level of cross-functional thought, effort, and collaboration required. However, waiting longer creates an even bigger risk to their business. If publishers don’t invest in data and identity now, they’ll be left out of emerging revenue streams.

The reality is clear: we’re entering a new era of advertising, and identity is at the center of it all. Those who get it right will have the upper hand in a cookieless world. The time to act is now.

The post Owning Identity in a Post-Cookie World: Why Publishers Need to Get Real About Data appeared first on AdMonsters.

Media measurement is at a critical juncture, with the industry racing to adapt to new technologies, shifting consumer behaviors, and evolving regulatory frameworks. 

As TV and video consumption splinters across devices and platforms, the need for consistent, reliable identity resolution (IDR) has become increasingly urgent. The complexities of audience fragmentation and data loss have forced companies to rethink how they approach identity and measurement at scale.

To that end, CIMM, in collaboration with OpenAP, launched a strategic review of the identity resolution ecosystem to address the challenges of stitching together data across disparate identity spines. 

David Levy, CEO of OpenAP, has been at the forefront of these efforts, emphasizing the importance of durable, privacy-safe identity solutions that can serve both buyers and sellers in the advanced TV landscape. OpenAP’s commitment to this project reflects its broader goal of establishing a more transparent and interoperable marketplace, ensuring that IDR evolves to meet the growing demands of advertisers and consumers alike.

Dennis Buchheim, Managing Director of ThinkMedium, shared that while identity resolution has made strides, the current environment is “fragmented and inconsistent,” calling for data quality and interoperability improvements. He emphasized the need for more transparency, saying, “The industry must work together to create an adaptable, privacy-safe identity ecosystem that can evolve with changing regulations and consumer expectations.”

At the recent CIMM Summit, sessions provided a look at the industry today with a roadmap for what lies ahead as data quality, transparency, and interoperability dominate the conversation.

5 Big Ideas We Took Away From CIMM Summit

Insight 1: Identity Resolution Is Still Fragmented — But Progress Is Being Made

The complexity of identity resolution continues to challenge the TV and video marketplace, but significant advancements are being made.

• Fragmentation Issues: The TV identity ecosystem is fragmented, with different identity spines and providers offering disparate solutions, making it difficult to track audiences across multiple screens and devices.
• Comcast’s Solution: Comcast’s deterministic signal authentication offers a promising privacy-safe solution to unify fragmented audience data, yet broader industry standardization remains elusive.
• Data Quality Challenges: The lack of data quality in some identity resolution practices is a consistent concern, with many speakers calling for more transparency and better labeling of data sources.
• Need for Buyer Education: As identity solutions evolve, marketers need more education around data quality and transparency, ensuring that they understand the signals they are working with and how those signals influence campaign outcomes.

Insight 2: Fragmentation of Media is Both a Blessing and a Curse

The rise of programmatic buying and connected TV (CTV) is transforming how media is bought and sold, but the growing complexity is a double-edged sword for buyers.

• Opportunities for Personalization: In the session Building the TV Ad Market of the Future, speakers like Freewheel’s Mark McKee and LG Ad Solutions’ Michael Hudes pointed to opportunities that media fragmentation offers. McKee described how personalization across fragmented content creates new touchpoints for audience engagement.

• Challenges in Measurement: As content spreads across different platforms, buyers face the growing challenge of managing reach and frequency. As Katie Klein noted, the difficulty lies in tracking audiences across a fragmented media landscape while delivering meaningful performance metrics.
• The Role of LG Ads Innovation Lab: Hudes emphasized that behavioral and emotional cues are critical to surfacing relevant content, making personalization even more integral to managing fragmented content across multiple devices.

Insight 3: The Shift to Multi-Currency Measurement is Gaining Momentum

Multi-currency measurement is quickly becoming necessary in advanced TV, but implementation is still in its early days.

• Enabling Optionality: During Ready or Not, The Advanced TV Ad Market Is Here, panelists like Paramount’s Michele Stone stressed that offering measurement flexibility — allowing buyers to transact based on the currency they’re comfortable with — is critical to the future of advertising. As agencies work with multiple measurement providers, they are increasingly focused on aligning these metrics to serve both buyers and sellers effectively.

• Growing Complexity: Publicis Media’s Sam Armando highlighted the complexity agencies face when dealing with multiple currencies during major events like the Super Bowl, where several measurement systems must work together. The challenge lies in ensuring consistency across these systems while maintaining accuracy.

Insight 4: AI’s Role in Measurement is Just Beginning

AI-driven media measurement is still in its infancy, but it has the potential to revolutionize how media is planned, bought, and measured.

• AI for Personalization and Automation: In the session Into the Future of Media Measurement, panelists discussed how AI will drive more personalized and immersive experiences by 2030. Automating content delivery and optimizing audience engagement is seen as a major benefit.

• Ongoing Challenges: AI also introduces challenges. As Sonata Insights’ Debra Aho Williamson pointed out in the AI-Driven Roadmap to 2030, questions around transparency, data ethics, and the accuracy of AI-driven insights remain unresolved. CIMM”s Tameka Kee stressed the importance of industry-wide collaboration to address these issues and ensure AI can deliver on its promises.

Insight 5: CTV’s Growing Influence on Performance Metrics

Connected TV (CTV) now plays a bigger role in performance-based advertising, offering brands opportunities to drive outcomes that were once difficult to measure with linear TV.

• Impact of Live Audiences: IPG Media Brands’ Maureen Bosetti noted that while linear TV still offers significant reach, CTV complements it with advanced performance metrics. Brands are increasingly using CTV’s flexible formats to deliver both brand-building and performance-driven campaigns.

• Cross-Screen Attribution: As highlighted by the panelists in Building the TV Ad Market of the Future, the ability to track audience behaviors across multiple screens is improving, with programmatic buying allowing advertisers to optimize reach and frequency in previously challenging ways.

Navigating these growing complexities — identity resolution, audience fragmentation, and measurement standardization — requires collaboration across the sell-side, buy-side, and tech platforms. 

The future of media measurement depends on the industry’s ability to adopt multi-currency frameworks, embrace AI-driven solutions, and improve the cross-screen attribution model to reflect today’s fragmented viewing habits. As AI integration advances and CTV continues its rise, the next steps will involve finding ways to unify fragmented data ecosystems and develop scalable solutions for cross-screen measurement.

Moving forward, the industry must keep pace with technological innovations and regulatory shifts to ensure that identity resolution and media measurement evolve together to support advertisers, publishers, and viewers alike.

The post 5 Big Ideas We Took Away From CIMM Summit — Identity Resolution Was the Biggest appeared first on AdMonsters.

Publishers, we know it’s been a wild ride lately. Between the impending third-party cookie total annihilation and generative AI nibbling away at referral traffic, finding ways to keep your audience — and your revenue — intact is more important than ever.

That’s why, in our new survey, we’re diving into audience amplification strategies. We want to hear from YOU about how you’re reaching audiences beyond your site and where you see the next wave of revenue opportunities.

Take the Amplify Your Audience Survey Now!

Your input will help uncover what’s working, what’s not, and what’s on the horizon for publishers. We’ll explore the balancing act of leveraging first-party data without losing your competitive edge and dive into tactics from retargeting to renting access to segmented data. With your insights, we’ll map out the best strategies to amplify your audience, drive revenue, and keep your content thriving in these ever-shifting digital waters.

The post It’s Time to Unlock Audience Amplification: Share Your Insights Now! appeared first on AdMonsters.

Like many mediums in ad tech, privacy-compliant technologies, or more specifically, data clean rooms are becoming oversaturated with solutions. So, data clean room providers must differentiate themselves from one another.

Optable partnered with The Globe and Mail’s advertising arm, Globe Media Group, to stand out in the marketplace. Following this collaboration and a successful campaign for VIA Rail, Optable wants the technology to enhance audience targeting and drive revenue growth through advanced data strategies.

For example, in their recent VIA Rail campaign, Optable’s data clean room matched VIA Rail’s customer data with The Globe and Mail’s subscriber base, enabling highly targeted advertising. 

We sat down with Bennett Crumbling, Head of Marketing, Optable, to understand how his approach achieved 3.4 times greater reach and 2.5 times more cost-effective results. 

Andrew Byrd: The ad tech industry has promoted data clean rooms as one of the major privacy-focused solutions, but some publishers seem hesitant to test them out. What would you say to them?

Bennett Crumbling: Like any new technology, there is an adoption curve. Organizations must adapt to fit these new solutions into their processes and find the right ways to capture the value they can create. Many misconceptions about data clean rooms are rooted in the idea that publishers either need loads of 1st party data and tons of engineering resources or give a large amount of money to what I call “ID middlemen” to make data collaboration work for them.

A couple of years ago, many thought DCRs were more of a luxury good used by the Disney & Netflix of the world rather than a core part of any publisher’s monetization strategy. What Globe & Mail has been able to accomplish, which is indicative of the types of success we have seen with tons of other publishers of varying shapes & sizes, is a clear sign that this is no longer the case.

We think data collaboration will become just as embedded in the planning, targeting & measurement stages of advertising as the DMP or the ad server. 

AB: Based on your data, Optable’s data clean room played a critical role in securely matching VIA Rail’s customer data with The Globe and Mail’s subscriber base. Can you explain how the data clean room ensures privacy and security while facilitating such collaboration?

BC: Optable’s data clean room technology ensures privacy by utilizing different  Privacy-Enhancing Technologies, or PETs, throughout the data collaboration process. Depending on the goal of the data collaboration, Optable’s platform provides purpose-built applications that use the appropriate encryption method to achieve these goals.

Whether the goal is to build a securely matched audience directly for targeting and activation or to share insights about audience behavior, we have developed end-to-end workflows that enable publishers and advertisers to easily complete a successful collaboration while always protecting individual identities from either party and ensuring audience privacy.

AB: The VIA Rail campaign achieved impressive results, including a 3.4X greater reach and a 2.5X lower cost per reach. What role did Optable’s technology play in achieving these outcomes, and how did you optimize inventory targeting for this specific audience?

BC: Optable’s clean room was pivotal in helping VIA Rail and The Globe and Mail securely match their data sets, enabling custom audience segments like “Lapsed Travelers” and “Mid-Week Travelers.” Our platform allowed for highly targeted ad placement, ensuring that VIA Rail reached the right people at the right time. Additionally, the lookalike modeling extended the campaign’s scale beyond direct matches, enhancing reach and cost efficiency. This level of precision and scalability is what drove the remarkable 3.4x greater reach and significantly lowered costs per impression.

AB: For publishers like The Globe and Mail, how does Optable’s platform help enhance audience engagement and grow readership through data-driven insights and targeting strategies?

BC: Optable’s platform allows publishers like The Globe and Mail to gain a deeper understanding of their audience by securely combining their first-party data with that of their advertising partners. This enables them to create highly relevant and personalized content and campaigns that engage specific audience segments. By leveraging data-driven insights, publishers can identify patterns in user behavior, tailor their offerings, and strengthen their value proposition to readers, all of which contribute to increased engagement and readership growth.

AB: How can publishers use Optable’s technology to monetize their first-party data better while maintaining a privacy-safe environment for their users?

BC: With Optable, publishers can securely unlock the value of their first-party data by collaborating with advertisers without compromising privacy. They can offer advertisers highly valuable audience packages and insights for targeted campaigns using clean room technology. This privacy-safe approach ensures compliance with data regulations and builds trust with users, who can feel secure knowing their data is protected.

This represents a significant opportunity for publishers to monetize their data through bespoke partnerships and premium advertising deals.

AB: How does Optable help publishers build stronger relationships with advertisers, like in the VIA Rail campaign, and what are the long-term benefits for both parties in this type of collaboration?

BC: Optable’s clean room technology enables deeper collaboration between publishers and advertisers by facilitating seamless, privacy-safe data sharing.

In the VIA Rail campaign, The Globe and Mail provided VIA Rail with unique audience insights based on their rider’s behavior and with Globe & Mail readership insights, leading to more effective campaign targeting. This type of data collaboration not only enhances campaign performance but also strengthens the trust and relationship between publishers and advertisers.

In the long term, these partnerships can evolve into mutually beneficial deals, such as subscription bundling or co-branded offerings, which drive revenue and engagement.

AB: What advice would you give to publishers just starting to explore data clean room solutions? How can they leverage these tools to create more effective partnerships with advertisers?

BC: My advice would be to start small but test ASAP – test clean room solutions on specific campaigns and with trusted partners to understand their value. Clean rooms allow publishers to unlock their first-party data and offer advertisers deeper insights and more precise targeting, which enhances campaign outcomes. Over time, as publishers get comfortable with the technology, they can expand their data collaboration to build stronger, more data-driven relationships with advertisers.

The post Optable and The Globe and Mail Push for Data Collaboration with New Clean Room Partnership appeared first on AdMonsters.

The open web is on life support, or so they say. But is it really dying, or are we just not giving it the oxygen it needs to survive? 

That was the big message during Programmatic IO’s session, “The Future of the Open Internet Is…?” featuring industry minds Cavel Khan, Chief Growth Officer, Group Black; Ari Paparo, CEO & Contributor, Marketecture Media; and Ben Hovaness, Chief Media Officer, OMD, with AdExchanger’s Allison Schiff moderating.

And if we’re honest, the conversation revealed a hard truth: the open web’s struggles go beyond the cookies crumbling — the question is: Are publishers ready to hustle for their piece of the pie?

So, What Exactly Do We Mean by the Open Web These Days?

Let’s cut through the noise — everyone’s got their own take on what the “open web” even means anymore. Is it about accessibility, privacy, innovation, or free speech? It depends on who you ask. 

Some say it’s the accessible, ad-friendly corner of the internet, free from the constraints of walled gardens. The last bastion of free, accessible content that isn’t fenced off behind a paywall or login screen. The digital playground where ads can be bought programmatically without a giant tech overlord controlling every move.

But, sadly, the truth is the open web’s territory is shrinking fast, with Google, Meta, and other walled gardens gobbling up a good 80% of ad spend. 

How did we get here? It’s easy to point fingers at Big Tech, but let’s talk about the industry’s own missteps that got us here.

The Blame Game: Did We Let the Open Web Slip Away?

“The industry is partially to blame,” said Khan, laying out how publishers lost resources as ad dollars poured into walled gardens. And he’s not wrong.

The ad tech ecosystem poured money into the platforms and watched them grow, thinking it was all just market dynamics at play. Meanwhile, independent publishers lost their funding, their communities, and, eventually, their place in the game. Publishers didn’t just roll over one day and lose; they were out-resourced, outspent, and ultimately outperformed in the battle for consumer attention. 

“Independent publishers lost their ability to sustain in the marketplace. That’s why we’re seeing the decline,” he added. It wasn’t like consumers suddenly stopped caring about quality content. Publishers couldn’t maintain what they built because ad dollars flowed elsewhere. Publishers ultimately handed the power over to the walled gardens.

“The big miss on the media side was that they let go of their distribution,” said Paparo. Publishers got too comfortable, relying on third-party tech and platforms for distribution, only to realize they became too dependent on these gatekeepers. For example, news publishers, in particular, put too much faith in platforms and aggregators like Google News.

Now they’re playing catch-up, scrambling to recapture those direct consumer relationships they should’ve built from the start — trying to regain what they gave up: their audience, data, and autonomy.

Signal Loss Ain’t the Only Problem Here

But, we can’t ignore the hard reality of signal loss draining value from the ecosystem. “If you suck signal out of an ecosystem, you reduce its value,” explained Hovaness.

Apple’s cookie crackdown in Safari sent shockwaves through the industry, leading to a split in ad pricing between Safari and Chrome, with Chrome’s value only shooting up simply because it still relied on third-party cookies.

Now, with Google flirting with its own version of App Tracking Transparency in Chrome, the industry is bracing for an even bigger hit. It’s the stuff that still gives publishers sleepless nights. But here’s where the conversation often hits a wall: What now? 

Sure, contextual is part of the solution, but let’s keep it 100 — it’s not a magic bullet. As Khan noted, consumers want more than just context. They crave hyper-personalized, relevant content, and right now, the algorithms in walled gardens are fumbling that bag too. 

The missing piece? True multi-touch attribution across platforms. As Khan put it, “We need to leverage technology in a different way, one that doesn’t create a new set of winners while leaving everyone else starving.”

Programmatic advertising might be good at identifying who you are, but it’s failing at figuring out when you’re actually ready to engage. This is where the open web has a shot to differentiate itself, but it’ll take more than business-as-usual tactics.

The Creator Economy: A Blueprint for Publishers?

Here’s where we can flip the script a bit. It’s not just about surviving the ad wars against walled gardens. It’s about publishers learning to think more like creators to reclaim their power. 

The creator economy is booming — worth $250 billion in 2023 and climbing. This economy is out here thriving, projected to double to nearly $480 billion by 2027. Why? Because creators aren’t waiting for consumers to come to them — they’re meeting their audience where they are. Newsletters, podcasts, social — you name it, they’re on it. Consumers are looking to creators for content that feels real, honest, and transparent

Paparo’s excitement around tools like Substack, beehiiv, and Ghost is spot-on. Even WordPress offers tools allowing creators to monetize through commerce and ad placements. This is also where companies like Group Black, Raptive, and MediaVine are ahead of the game, helping content creators secure and optimize ad revenue.

And you know what? Publishers need to pay attention. 

Some are. Think of Architectural Digest’s AD PRO members-only community for design professionals. Or how about Vox and SB Nation launching Top Secret Base, featuring exclusive content for subscribers on Patreon?

We can even look at publishers like Ranker, leveraging first-party data and building community-driven engagement to realize a 4x boost in revenue. That’s not magic; that’s strategy.

It’s time for publishers to rethink revenue streams, diversify content formats, harness first-party data to build meaningful relationships and stop expecting users to just stumble back to their websites out of habit. Meet them on social, in their inboxes, or through niche community hubs — whatever it takes. It’s time to carve out a new space

What’s most important is that you own that relationship with your audience.

The Path Forward: Reinvent or Get Left Behind

Now, let’s be clear: the open web isn’t going to resurrect magically. We shouldn’t try to turn back the clock lamenting the loss of signals or blame the platforms for hoarding ad spend. This isn’t about nostalgia; it’s about redefining the open web for what it can be.

The future of the open web isn’t in wistful “what ifs.” It’s in publishers getting their hands dirty, owning their distribution, and thinking beyond traditional models. It means building the tech stack to capture first-party data, finding new ways to engage, and creating a user experience that doesn’t just compete — it sets the standard.

So when the panel wrapped up with words like “bright,” “diverse” and “changing” to describe the open web’s future, I couldn’t help but add my own: resilient. But these words only mean something if publishers take action. The open web will survive. But it won’t be because we sat around and complained. It’ll be because we hustled, adapted, and fought for it.

The post The Open Internet’s Future: On Life Support or Ready for a Glow-Up? appeared first on AdMonsters.

Last week, I had the honor of moderating a session at the IAB Connected Commerce Summit called “How to Supercharge Your Creative Strategy with AI.” Joining me on stage were Mike Brunick, SVP, Head of Commerce Media at Yahoo; Devrie DeMarco, Managing Director at MediaLink/UTA; and Wendi Dunlap, EVP, Business Intelligence and Audience Science at Mediahub Worldwide.

Together, we dove into how AI is reshaping creative strategies and, most importantly, how it’s knitting together the online and offline worlds to build seamless customer experiences.

One of the most compelling moments came from DeMarco, who reminded us that it’s not just about optimizing workflows, it’s about crafting journeys that resonate across every touchpoint. She said it powerfully: “If AI can free people from manual tasks, imagine the potential of a better in-store experience.”That struck a chord. We’re not just using AI for efficiency’s sake; we’re using it to enrich the entire shopping experience, connecting the digital and physical realms.

Brunick emphasized that personalization needs to go beyond immediate transactions. It’s about fostering long-term relationships. Picture a customer’s journey as a continuous thread weaving through both online and in-store experiences. AI helps us analyze behaviors, build meaningful touchpoints, and drive engagement that resonates across channels. But it’s most effective when it amplifies our ability to connect on a human level. We can’t let data and automation drown out the personal touch.

Dunlap added another layer, urging us not to overlook the ethical implications of AI in creative strategies. While AI can enhance creativity, without vigilance, we risk introducing bias into the strategies we create to connect with diverse audiences. “Bias” and “inclusivity” must be at the forefront of any AI-driven approach, Dunlap explained. The technology is only as good as the data it’s fed. Without human insight, we can easily miss the mark in reflecting our diverse audiences and their varied consumer experiences.  This isn’t just about algorithms; it’s about responsibility.

AI Strategy in Three Key Points

Our panel boiled down AI strategy to three essential takeaways:

1. Bridge the Online and In-Store Experience: It’s not about separate channels; it’s about guiding customers through a unified journey.
2. Enhance Creativity, Don’t Replace It: AI should augment the human touch, but always keep a sharp eye on data-driven biases.
3. Start Small: Test a few use cases, learn, and then scale up thoughtfully. Don’t try to boil the ocean.

The Power of Experience

After my panel, I attended several discussions that expanded on these ideas. But the last session of the day — “Unlock the Power of Innovation through Creativity in Commerce” — truly drove everything home for me. Featuring Michael Olaye, EVP, Managing Director at Hero Digital, and Lauren Chesley, Head of Industry, Retail + Restaurants at SiriusXM Media, and moderated by Pam Zucker, Chief Strategy Officer at IAB<, this session wrapped up many of the themes we’d explored throughout the day.

They picked up right where our panel left off and closed the loop on what Walter T. Geer III touched upon earlier in the day during his fireside chat: We need to be creating experiences. It’s not just about selling products; it’s about crafting a journey that resonates on multiple sensory levels and stays with the consumer long after.

Olaye framed it perfectly: “Creativity stays the same, but the canvas changes.” We’ve moved from TV and print to automation and digital platforms, and it’s about using technology to drive human thinking. His words encapsulated what we’d been circling all day — AI isn’t here to replace creativity; it’s here to enhance it, giving us new canvases to paint on.

Chesley illustrated this idea deeper, painting a vivid picture of a European hotel where every detail was designed to engage the senses. The scent in the lobby, the jazz music playing softly, the warm towel handed to guests, and the champagne toast at check-in. “The more senses you activate, the more connected you are to someone,” she explained. It clicked. The same principles apply to retail. She argued that audio is a powerful yet often underused channel, creating emotional connections in a world saturated with visuals. When was the last time you thought about a brand’s sonic identity?

Olaye also introduced the idea of Zero UI — a world that moves beyond screens and traditional interfaces. Imagine stores where sensors, AI, and connected devices know your preferences without you having to input anything. Zero UI is about blending the physical and digital worlds in seamless ways. This dovetailed perfectly with what we discussed during the session I moderated: AI is a tool to build customer journeys that speak to how people want to interact with brands, online or offline.

Key Takeaways from the IAB Connected Commerce Summit

1. Phygital Experiences Are Key: Rose Ferraro of Rockbot emphasized that consistency between online and in-store environments is crucial. Unified media across audio, signage, and other touchpoints strengthens the brand narrative and keeps consumers engaged.
2. In-Store Digitization as a Business Enabler: Nick Ashley of Tesco Media nailed it when he said that digitization isn’t just about media revenue; it’s about enhancing the overall business. Elevating the look and feel of stores fosters long-term customer loyalty.
3. Retail Data Drives Better Impact: Elizabeth Cotogno of Kroger Precision Marketing noted that incorporating retail data earlier in media planning can boost business impact by 50%. But the real challenge? Moving beyond outdated metrics like CPMs and focusing on real-world outcomes.
4. Creativity and Technology Must Work Hand-in-Hand: Walter T. Geer III reminded us that while AI and automation provide incredible tools, it’s the human element — our stories, ethics, and passion — that ultimately drives compelling campaigns.
5. Personalization, but Not at the Expense of Privacy: The summit repeatedly highlighted that AI should personalize and enhance consumer experiences while keeping privacy and ethics at the forefront of every interaction.

Creating the Connected Experience

If there’s one major lesson I walked away from the IAB Connected Commerce Summit with, it’s this: AI is an enabler, not the end goal. Whether we’re streamlining creative processes or building phygital retail environments, the focus should always be on crafting meaningful, holistic experiences.

AI can free us from mundane tasks, drive deeper insights, and open up new possibilities. But at its core, it’s the human touch that keeps the heartbeat of creative strategy alive. It’s about understanding what truly resonates with people and using technology to amplify those connections.

The post Supercharging Creative Strategies with AI: Top Takeaways from IAB Connected Commerce Summit appeared first on AdMonsters.

Digital media and ad tech are at a turning point, driven by visionary professionals who understand the power of cultural authenticity and innovation. In this Hispanic Heritage Month feature, we honor the contributions and achievements of eight Hispanic and Latino leaders. 

From launching groundbreaking platforms to leveraging cutting-edge technology to amplify the voices of multicultural communities to ensure that multicultural voices are heard and represented, these eight trailblazers are shaping the industry’s future. Here’s a look at how they’re leading the charge.

8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech

1. Isabel Rafferty Zavala, Founder & CEO, Canela Media

Revolutionizing Latino Streaming Through Innovation and Cultural Connection

Isabel Rafferty Zavala is not just a CEO — she’s a digital marketing pioneer who is revolutionizing how brands connect with Latino audiences. As the Founder and CEO of Canela Media, she has created a comprehensive digital ecosystem for brands to reach multicultural audiences, including Canela.TV, the first AVOD streaming service built by Latinos for Latinos.  Her journey, from founding Mobvious to securing $32 million in venture capital funding, is a testament to her vision and resilience in an industry often dominated by non-minority voices. Under Isabel’s leadership, Canela Media has become a powerhouse, reaching over 50 million monthly users globally.

Breaking Barriers in a Competitive Media Landscape

“Breaking into the digital media industry as a young Hispanic entrepreneur comes with unique challenges, especially around funding and representation. Less than 2% of VC funding goes to women-led businesses, so it’s critical to target investors committed to supporting women and minorities. Surround yourself with mentors and build relationships with VCs who align with your values and mission. Persistence is key — many doors will close, but the right one will open if you stay focused.”

Isabel’s leadership goes beyond business. She is passionate about supporting underrepresented communities, from young Latino students to emerging Latino filmmakers. Her vision for the future of Hispanic-focused media is clear: to leverage technology to tell more personalized, culturally resonant stories that engage audiences on a deeper level.

2. Adrian Ruiz, Co-Founder, Mundial Media

Harnessing AI to Drive Multicultural Marketing Innovation

Adrian Ruiz co-founded Mundial Media to transform how brands engage with multicultural audiences through advanced contextual marketing. With a deep background in revenue operations, AI, and product development, Adrian strongly advocates leveraging technology to reach diverse communities authentically.

Building Inclusive AI for Multicultural Audiences

“Growing up immersed in both Mexican and American cultures shaped my approach to building Mundial Media. My heritage instilled in me the importance of representation and understanding diverse perspectives. One of the unique challenges in ad tech is the underrepresentation of Hispanic professionals. But this challenge has also been an opportunity to advocate for more culturally relevant advertising that genuinely connects with diverse audiences.”

Adrian also fosters diversity within his teams, believing innovation thrives when different voices are brought into the conversation. His work ensures that multicultural audiences are not just reached but celebrated. His approach to AI-driven marketing strategies ensures that these communities are authentically represented, setting the stage for a more inclusive ad tech ecosystem. The ad tech entrepreneur has a future goal to continue expanding Mundial Media’s AI-driven solutions to create even more meaningful, personalized ad experiences for underrepresented groups.

3. Paula Grunfeld, CRO, Bunny Studios

Fostering High-Performing Teams for the Future of Digital Media

As CRO of Bunny Studios, Paula Grunfeld is a powerhouse in digital media, known for driving revenue growth and building high-performing teams. With a focus on inclusivity, Paula has helped position Bunny Studios as a leader in creative outsourcing, enabling brands to access diverse talent for media production.

Passion and Mission Drive Success

“If I could give my younger self career advice, it would be to focus on finding something you love. Your passion will shine through in your work and open doors for growth and success. Don’t be afraid to take risks, even if they seem unconventional at first. By staying true to your mission and passion, you’ll find fulfillment in both the journey and the destination.”

Paula continues to advocate for diversity in hiring practices, believing that a diverse workforce is fair and essential for innovation. She emphasizes that companies should invest in underrepresented talent, giving them the tools and opportunities to thrive and contribute to a more dynamic industry. She believes companies must actively support Hispanic professionals through mentorship, training, and development programs. By doing so, they will create a more inclusive industry that thrives on diverse perspectives.

4. Armando Aguilar, VP Programmatic Operations, Mirror Digital

Culturally Relevant Connections Through Programmatic Innovation

With over two decades of experience, Armando Aguilar has honed his skills in programmatic advertising to focus on connecting brands with multicultural audiences. As VP of Programmatic Operations at Mirror Digital, Armando’s leadership ensures that culturally relevant messaging is at the forefront of their campaigns.

Change is the Only Constant

“The best advice I ever received was to embrace change. In this industry, where technology and strategies evolve rapidly, adapting to change is not just an option — it’s a necessity. As a Puerto Rican growing up near Boston, I learned early on that my heritage and language were assets, not obstacles. It’s crucial to be your authentic self in every room you enter.”

Armando’s approach to programmatic advertising focuses on integrating cultural insights into data-driven strategies, ensuring that campaigns are effective and culturally relevant. He is passionate about using his platform to advocate for more inclusive marketing strategies. The programmatic professional believes that the future of advertising lies in embracing cultural diversity, allowing brands to engage with consumers impactfully and authentically.

5. Anthony Diaz, Director of Digital Revenue & Ad Operations, TED Conferences

Pioneering Innovation in Digital Revenue Strategies

Anthony Diaz has spent over 15 years shaping the digital advertising space, and his current role at TED Conferences focuses on optimizing workflows and maximizing revenue opportunities. His previous experience at companies like Viacom and Sports Illustrated has equipped him with the knowledge to lead complex digital strategies.

Embrace Challenges as Opportunities for Growth

“If I could give my younger self any advice, it would be to appreciate the challenges and obstacles in your career — they’re the best teachers. Each setback offers a lesson that contributes to long-term growth, personally and professionally. In the ad tech space, especially for underrepresented communities like ours, it’s vital to see each challenge as an opportunity to innovate.”

Anthony believes diversity and representation are essential for talent development and key drivers of innovation. The digital media leader says diversity in the workplace leads to more innovative solutions. He’s passionate about mentoring the next generation of Hispanic professionals, ensuring they have the support and opportunities to thrive in an ever-evolving industry.

6. Rebeca Medina, Sr. Digital Engagement Manager, Campari

Driving Engagement with Data and Creativity

Rebeca Medina has carved out a niche in the digital marketing world, blending creativity with data-driven insights to engage consumers. As Sr. Digital Engagement Manager at Campari, she leads initiatives that are as data-informed as they are innovative, ensuring that the brand connects with its audience on a deeper level.

Bring Your Unique Perspective to the Table

“One piece of advice I’d give my younger self is to lean into your unique background and experiences — they are your strengths. Don’t be afraid to share your insights, even if they challenge the status quo. And while you’re working hard, don’t forget to take care of yourself. Maintaining a balance between professional ambition and personal well-being is essential for long-term success.”

Rebeca is dedicated to showing that diverse perspectives, particularly those from the Hispanic community, can fuel innovation and creativity in marketing. Her goal is to create campaigns that resonate with consumers and reflect the diversity of the world. She believes that companies that prioritize diversity will ultimately be the ones that drive the most creative and impactful change in the industry.

7. Dennis Paredes, Director of Performance Marketing, WMX

Mastering Performance Marketing with a Cultural Lens

Dennis Paredes has spent over two decades perfecting the art of programmatic advertising. As the Director of Performance Marketing at WMX, he leads efforts to ensure that programmatic strategies are both data-driven and culturally resonant, focusing on reaching diverse audiences. Dennis leads programmatic efforts across multiple formats, including video, native, and audio.

Turn Every Challenge into an Opportunity

“My advice to young Hispanic professionals in the performance marketing space is simple: understand every lever that drives performance, and don’t wait for opportunities — create them. Dive deep into programmatic platforms, experiment, and invest in your learning. The ability to navigate different cultures and realities is a superpower; use it to your advantage.”

Dennis continues leveraging his cultural background to create marketing strategies that connect on a human level while delivering measurable results. The performance marketing leader is passionate about mentoring young Hispanic professionals and believes that the future of marketing lies in combining cultural insights with cutting-edge technology. His leadership style encourages curiosity, continuous learning, and pushing boundaries. He’s passionate about mentoring young professionals and sharing the tools they need to succeed in the industry.

8. Kevin Salguero, Director of Programmatic Operations, TelevisaUnivision

Leading with Purpose in Programmatic Operations

Kevin Salguero is a seasoned programmatic advertising professional, overseeing buy- and sell-side operations at TelevisaUnivision. While maximizing the monetization of the company’s owned properties, Kevin ensures that Hispanic audiences are authentically represented in digital campaigns. His work in audience extension and data strategies helps drive deeper connections between brands and Hispanic audiences.  

Representation and Mentorship Matter

“Representation means seeing professionals with stories like mine flourish — not because of our shared heritage, but because of the talent we bring to the table. As Hispanic professionals, we have a unique ability to navigate between cultures, which makes us invaluable in spaces like ad tech. My advice to young Hispanic professionals? Stay curious, learn outside your scope, and find mentors who can guide you — mentorship is key.”

Kevin’s dedication to mentorship is a central theme in his career, and he continues to advocate for more representation of Hispanic professionals in ad tech. His approach to leadership is rooted in continuous learning and giving back to the community. The ad tech pro is on a to ensure that future generations have the tools and opportunities to thrive in the digital landscape.

Paving the Way for Future Innovation

These eight leaders are more than just digital media and ad tech professionals — they are trailblazers reshaping the industry’s future. By prioritizing cultural authenticity, embracing technology, and advocating for diversity, they set new standards for what’s possible. Their stories serve as a beacon for the next generation of Hispanic professionals, proving that representation and innovation go hand-in-hand. As they continue to push boundaries and break barriers, they’re not just driving progress, they’re paving the way for others to follow in their footsteps.

The post 8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech appeared first on AdMonsters.

Rumors are swirling that The Trade Desk (TTD) is quietly working on a smart TV operating system. If true, this bold move could shake up the CTV market.

According to a scoop from Lowpass TTD  has been secretly assembling a team, including former Roku employees, to develop this OS. They’ve been working on this project since the pandemic, and are said to go live in 2025.

So, what’s the play here? Is this about controlling CTV ad inventory? Absolutely. If this project comes to fruition, it won’t just pit TTD against CTV giants like Roku, Amazon, and Google — it will fundamentally reshape how ads are bought and sold in CTV land.

Owning the Ecosystem: More Than Just Ads

The Trade Desk’s ambitions go way beyond simply building a TV OS. This is about controlling the entire advertising infrastructure — from retail media to CTV to the open web.

It’s no secret, TTD has been digging into the $500 billion retail media pie, building partnerships with Walmart, Target, and Home Depot to leverage their goldmine of first-party data for ad targeting — while going head-to-head with rivals like Criteo and CitrusAds.

If TTD controls the smart TV OS, they won’t just be competing with Roku and Amazon; they’ll own the pipes through which ads flow, transforming themselves into the ultimate gatekeeper.

This move dovetails perfectly with TTD’s other plays. Think about how OpenPath bypasses SSPs to create a direct line between advertisers and publishers. Now imagine OpenPath combined with control of the smart TV OS — TTD wouldn’t just control ad spend, they’d dominate how the entire ecosystem operates.

A Unified Consumer Profile: The Holy Grail of Targeting

Retail media gives TTD an edge, providing crucial data for advertisers in a world where third-party cookies are phasing out.

Combining that data with CTV viewing habits opens a treasure trove of insights about consumers — from what they’re binge-watching to what’s in their shopping carts. For advertisers, that’s the holy grail of targeting. Talk about a 360-degree view of the consumer journey.

According to AdAge, TTD’s smart TV OS project is also about safeguarding data. With data signals like third-party cookies and mobile identifiers diminishing, this OS would allow the ad tech giant to create a data-rich environment, integrated with their Unified ID 2.0 identity solution.

This move is about more than just controlling ad delivery — it’s a way for TTD to hedge against future restrictions on data collection. By owning the OS, TTD would have deeper access to first-party data, including key signals like hardware addresses and IPs, making ad targeting and measurement much easier.

The Real Power Play: Controlling the Pipes

TTD’s smart TV OS could become the new middleman for CTV advertising, deciding who gets access to ad inventory and who doesn’t. By providing better-revenue-sharing deals and more flexibility for hardware manufacturers than their competitors, TTD could easily entice them to adopt their system. This could also mean attracting publishers who are frustrated with the rigid terms of existing platforms.

What makes this move even more powerful is the potential to bake Unified ID 2.0 right into the fabric of the OS<. With privacy regulations tightening, controlling the OS would position the ad tech behemoth to offer the granular targeting advertisers crave — without relying on third-party platforms like Roku or Amazon.

For Publishers: Is This a Goldmine or a Trap?

But things could get tricky for publishers. On one hand, TTD’s OS could offer more transparency and control, streamlining the process of accessing high-value inventory. TTD’s Top 100 Premium Publishers List already hints at the company’s desire to curate who is considered “premium” in ad land. If this OS follows that pattern, publishers could find themselves inside a new lucrative ecosystem — or left out in the cold.

If TTD can cut out the middlemen by building their own OS, they can offer publishers better revenue splits while controlling the data that flows through the system. This would also give them a massive competitive advantage.

The potential downside? With TTD controlling the data and distribution, the ad-buying process would be streamlined. But it could also increase publisher reliance on TTD’s ecosystem — a double-edged sword if there ever was one.

The Challenges Ahead: Not So Fast

TTD’s ambitions are grand, but their road ahead isn’t paved smoothly. The company faces stiff competition< from established players like Roku, Google, and Amazon, all of whom currently dominate the CTV market. Convincing TV manufacturers to adopt a new OS is no easy task, especially when TTD would be relatively new to this space.

Additionally, TTD’s reliance on Android AOSP (the same open-source foundation that Amazon’s Fire TV OS uses) could create conflicts with Google. In the past, Google has clashed with companies using forked versions of Android, and TTD could find itself caught in similar struggles. Technical hurdles aside, TTD has to convince consumers to adopt their platform — a significant challenge given the dominance of today’s streaming kingpins.

The Bigger Picture: TTD’s Long Game

Ultimately, TTD’s play for a smart TV OS is a bold move to integrate retail media, CTV, and open web advertising into one seamless ecosystem.

For advertisers, the appeal is clear — seamless, cross-platform targeting powered by first-party data from multiple sources allowing them to track and target consumers across every screen. This could redefine targeting as we know it.

For publishers, the opportunity to tap into TTD’s unified infrastructure could mean more revenue, but it also comes with risking over-reliance.

One thing’s for sure: The Trade Desk isn’t just building a smart TV OS — they’re building the future of digital advertising, one pipeline at a time. With each move, TTD is tightening its grip on the ad supply chain, positioning itself as the essential middleman for advertisers, publishers, and consumers.

The post Is The Trade Desk Building a Smart TV OS? Here’s What This Could Mean For the Advertising Ecosystem appeared first on AdMonsters.

Identity resolution has become a Rubik’s Cube that everyone’s trying to solve.  

At AdMonsters Publisher Forum Boston, we got a front-row seat to the latest strategies and challenges in this space, thanks to a lively session with Christine Lee, Director of Data Partnerships at Fandom, and Tamir Shub, VP of Business Development at Intent IQ.

Addressability Meets Privacy: The New Balancing Act

Let’s face it: the identity game is rigged. Publishers are caught between the rock of addressability and the hard place of privacy. Lee laid it out clearly — Fandom, the world’s largest fan platform, is navigating a minefield of fragmented regulations and inconsistent user behaviors across devices and browsers. Think of it as trying to juggle on a tightrope while the wind’s picking up speed.

“We’re dealing with different browser types — Apple’s ATT, Firefox, Chrome, Safari — and each has its own set of rules,” Lee explained. She added, “It’s like trying to juggle different user behaviors across desktop, mobile, and mobile web while keeping an eye on the privacy landscape, which is extremely fragmented, not just globally but even within the U.S.”

Whether it’s Apple’s ATT or the ever-shifting sands of state-level privacy laws, Fandom is testing identity solutions to find that sweet spot where addressability meets privacy without losing sight of either.

Fandom’s Secret Sauce: Testing, Testing, and More Testing

But, with over 100 ID solutions on the market, not all options are worth your time. As Lee pointed out, “We’ve leaned into testing a variety of ID solutions in the space, including Google initiatives, Amazon initiatives, and our partnership with Intent IQ. But it’s difficult to compare apples to apples because every vendor has a different methodology.” The real challenge is figuring out which ones move the needle.

Fandom has actively experimented with many ID solutions, but they’re not just throwing spaghetti at the wall to see what sticks. The key is to be selective — testing the ones that make the most sense for their audience and business goals.

By working with Intent IQ, Fandom saw revenue uplifts from 55% to a whopping 140% across different properties, proving that the right approach can help publishers thrive in this new identity landscape. But it’s not just about the numbers. Lee emphasized the importance of comparing these results side-by-side with traditional methods — a task easier said than done. Still, Fandom’s commitment to rigorous, strategic testing sets them apart from the pack.

Identity Graphs: The Backbone or the Achilles’ Heel?

If identity resolution is a puzzle, then identity graphs are the pieces that need to fit together perfectly. But, as Shub pointed out, not all graphs are created equal. The crux of the issue? Accuracy. Without frequent updates and a reliable truth set, you might as well be hiking with a faulty compass.

“Identity solution infrastructure is founded on its identity graph. But the accuracy is only as good as the graph and the data it uses,” Shub stated. “Without frequent updates, the data becomes irrelevant and misleading. That’s why refresh rates are critical.”

And let’s be honest: no one knows what a post-cookie world will look like. We’re all betting on a hypothesis. The regulatory landscape is murky, platform decisions are unpredictable, and consumer sentiment is a moving target. In this climate of uncertainty, it’s easy to get swept up in solutions that might not hold up under scrutiny.

There’s an urgent need for a standardized way to validate these graphs because trusting data without validation is like betting on a rigged horse race. It’s a gamble, and not one publisher can afford to lose. As Shub pointed out, “Currently, there’s no tool available that can validate data accuracy on a household level ID or person level ID.”

ID Bridging: A Savior or a Mirage?

With the deprecation of third-party cookies looming like a storm cloud, ID bridging has stepped into the spotlight. But as with any tech innovation, it comes with its share of controversy. Critics argue that ID bridging while promising, is fraught with transparency issues, potential fraud, and ever-present privacy concerns. Some in the industry see it as a Band-Aid on a bullet wound — helpful in the short term, but not the long-term solution we need.

ID Bridging is almost directly correlated to the impending demise of third-party cookies. While publishers and tech companies scramble to maintain addressability, there’s growing concern that with no universal standard, ID Bridging could create more problems than it solves. Shady practices, lack of transparency, and fragmented user data are just a few of the issues that put the buy side on edge.

Yet, this is where Intent IQ aims to stand out from the pack. Their technology is built with transparency and accuracy at its core. Beyond following the new IAB standards, the ad tech vendor sets a high bar for others to meet. By ensuring their identity graphs are refreshed every 48 hours and maintaining over 90% deterministic accuracy, they’re working to shut down skepticism and build trust on both the buy and sell sides.

The Buy-Side Perspective: Scaling the Heights with Alt IDs

While publishers are busy fine-tuning their strategies, the buy side faces another set of challenges. Shub gave us a peek into how agencies grapple with the scalability of alternative IDs. The promise is there, but the execution? Not quite hitting the mark — yet.

“Agencies report that alternative IDs didn’t generate the results they were hoping for,” Shub noted. “They’re saying the solution was promising but lacking scale. It’s not just about scale; it’s about having the expertise in identity — specifically.”

Intent IQ is working closely with agencies to overcome these hurdles, with successful campaigns already showing significant performance gains. “For example, we’ve delivered a successful campaign with Involved Media, leading to a 77% increase in leads for an education client,” Shub shared.

It’s a tough climb, but the right tools and partnerships are helping the buy side make headway.

Takeaways for Publishers: Test, Partner, and Evolve

The identity resolution space isn’t just evolving; it’s mutating at a breakneck pace. For publishers, the mantra is clear: test relentlessly, choose your partners wisely, and stay agile.

Lee’s advice? Don’t just look at the numbers—look at the whole stack, and make sure you’re not comparing apples to oranges. “Continue to test various solutions, and make sure when you measure, you’re looking at your entire stack, not just certain demand channels,” she emphasized.

And as Shub pointed out, identity solutions should work for everyone involved, creating a win-win situation for both publishers and advertisers. “Identity is sustainable as long as it works for both sides,” he concluded.

The post How Fandom Is Mastering the Art of Addressability and Privacy With an Assist From Intent IQ appeared first on AdMonsters.

Things just ain’t the same for mobile. Times are changing, and signals are disappearing.

We recently outlined what mobile marketers need to know about the Android Privacy Sandbox. Now, we turn our lens toward publishers.

Google’s Android Privacy Sandbox isn’t just another update — it’s a fundamental overhaul of mobile ad infrastructure enhancing user privacy, and impacting how ads are served and measured. But as with any ad tech update, every overhaul comes with both opportunity and complexity. This guide aims to break down these changes, offering a balanced view of what publishers can expect — and what they should watch out for along the way.

What’s Really Going On Inside the Android Privacy Sandbox?

Android Privacy Sandbox is Google’s response to the increasing demand for user privacy. It’s designed to create a delicate balancing act of protecting personal data while still enabling effective advertising.

For publishers, the transition requires rethinking how ads are targeted and measured. While Google presents the Sandbox as a solution to the privacy dilemma, it’s critical to assess whether it meets publishers’ needs without introducing new challenges.

Can it live up to the mobile IDs of the past? Is this really the silver bullet it claims to be?

Core Objectives:

Protecting User Privacy: While this is crucial, what happens to data granularity and advertiser effectiveness when third-party access is restricted?

Balancing Personalization with Privacy: Can the Sandbox deliver personalized ad experiences without compromising user privacy? This is the tightrope that the Sandbox attempts to walk — relevance without invasiveness.

Redefining Measurement Tools: The new APIs promise precise metrics, but the transition might come with trade-offs in data richness and complex implementation.

Showdown: Android Privacy Sandbox vs. SKAdNetwork vs. Ad Attribution Kit

Why pit the Android Privacy Sandbox against Apple’s SKAdNetwork and Ad Attribution Kit? Because they all address balancing privacy with effective advertising — but in distinct ways. By understanding these differences, publishers can make smarter choices about which strategies to adopt as they navigate mobile privacy.

The Publisher’s Playbook: Opportunities and Potential Pitfalls

1. Cross-App Tracking: The End of an Era?

The decline of cross-app tracking is more than a simple shift. It forces data collection strategies that could either unlock new opportunities or leave gaps in your data.

2. Ad Targeting and Measurement: New Tools, New Complexities

The new Sandbox APIs promise a lot but also require a leap of faith. Will these tools deliver the precision they claim, or will they leave publishers with a diluted version of what was once possible?

3. Revenue Implications: Walking a Tightrope

The impact on revenue streams is real. While contextual ads and first-party data are touted as solutions, the practical implications could be more nuanced.

Real-World Experiences: Insights from Early Adopters

1. Gameloft’s Strategic Leap: Testing the Limits of Privacy-First Ad Measurement

Gameloft, a mobile gaming titan, has been at the forefront of adopting the Android Privacy Sandbox. Partnering with Singular, they tested the Attribution Reporting API, balancing effective ad measurement with the demands of user privacy. Their journey highlights both the promise and the challenges of adapting to these evolving standards, particularly in maintaining data accuracy and targeting precision.

2. Verve Group’s Bold Move: Redefining On-Device Bidding with Privacy Sandbox

Ad tech innovator, Verve Group, is pioneering on-device bidding through the Android Privacy Sandbox, focusing on the Protected Audiences API. By moving auctions to the user’s device, Verve reduced data transfers, aligning with privacy goals. But not without running into significant hurdles. Their collaborative work with partners like Remerge has been essential in overcoming these technical challenges, from latency issues to complex implementation requirements.

The Realities of Implementation: What Publishers Need to Know

1. Implementation Complexities: The Devil’s in the Details

Implementing these new APIs requires more than a simple update — it’s an extensive reworking of infrastructure. Publishers should invest significant resources into testing and development to ensure these systems work effectively. Expect compatibility issues.

2. Latency: The Hidden Cost of Privacy

On-device processing is a cornerstone of the Android Privacy Sandbox, but latency can become a significant issue, impacting ad delivery, viewability, speed, and efficiency.

3. Data Accuracy: A Double-Edged Sword

Privacy-preserving methods often result in less data granularity. While this protects users, it can also undermine ad targeting precision and measurement, leaving publishers questioning whether the benefits outweigh the drawbacks. Will we still be able to hit KPIs?

Game Plan For Sailing Mobile’s Privacy-Preserving Seas

1. Hoist Your Sails, But Chart Your Course Wisely

Early adoption is key to catching wind and gaining momentum but plot your journey carefully. Don’t drink the Kool-Aid just yet. Thorough testing and validation are necessary before full-scale implementation, ensuring you’re prepared for the uncharted waters.

2. Steer Your Ship with Trusted Crew

Partnering with reliable DSPs, SSPs, and MMPs is crucial for steering the complex waters. Ensure these alliances are aligned, guiding you towards your specific goals — not just drifting the tide of broad industry trends.

3. Keep a Steady Hand on the Helm: Embrace New Standards, But Stay Informed

As you sail through the shifting currents of the Android Privacy Sandbox, keep a watchful eye on the horizon. While the new Attribution Reporting API offers potential, it’s vital to understand what’s being gained — and what might be lost. Stay informed and ready to adjust strategies as the seascape evolves.

Looking Forward: A Cautious Path to the Future

1. Stay Critical, Stay Agile

As the Android Privacy Sandbox develops, keep a close eye on updates. While it promises much, the reality may require agile adjustments to strategies and expectations.

2. Evolve with the Technology, But Manage Expectations

This shift isn’t a survival strategy — it’s about evolving. But evolution is complex and often slower than anticipated. Prepare for a marathon rather than a sprint.

The Android Privacy Sandbox is not a cure-all, publishers need to navigate these changes carefully, balancing new opportunities with potential pitfalls. By staying informed, skeptical, and proactive, you can make the most of this transition — without falling victim to the hype.

Additional Resources:

– Google Privacy Sandbox Documentation

– AppsFlyer’s Guide to Privacy Sandbox 

The post Dissecting the Android Privacy Sandbox: A Critical Guide for Publishers appeared first on AdMonsters.