As third-party cookies disappear, advertisers can rely on retail data to target consumers, said The Trade Desk’s Ben Sylvan at Night Market’s eCommFronts event in New York City last week.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rare Wares TV inventory is on track to become an even scarcer resource. US television (linear and streaming combined) will likely lose almost a quarter of its ad inventory volume over the next four years, according to media prognosticator Brian Wieser, writing at […]
State privacy laws could make it a lot harder for advertisers to use IP addresses – a foundational signal for CTV ad targeting and attribution for well over a decade.
Prebid has decided not to serve as public operator for Unified ID 2.0, a decision it made quietly last year. Meanwhile, The Trade Desk is prioritizing private operators as the way forward for UID2.
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem… This comic first ran on January 7, 2022.
CTV measurement is a total mess: Agree or disagree? “It’s a mess,” says Lynette Kaylor, SVP of North America ad sales at sports-focused streaming platform FuboTV. And don’t even get her started on using audience panels to measure streaming audiences.
Optable is latest company to partner with The Trade Desk via UID2. The integration is in closed beta and set to go live for all Optable customers in Q4. Like InfoSum, Amazon Web Services, Snowflake and Acxiom and Kinesso (both owned by IPG), Optable will be what’s known as a closed or private UID2 operator.
Salesforce quietly introduced a new app in its App Exchange on Wednesday that was developed by The Trade Desk as a way to convert CDP identity data to Unified ID 2.0 (UID2) IDs. “The evolution of ad tech and martech is toward more and more first-party data being stored in cloud databases and in CDPs,” said Ben Sylvan, The Trade Desk’s GM of data partnerships.
P&G publicly signaled its support for Unified ID 2.0 on Thursday. But the CGP giant had already been using UID 2.0 since last year to create anonymized identifiers tied to its first-party data for activation in the bidstream.
