The Rundown: Publishers scramble to control audience data
It seems like every time publishers start to claw their way back from any inventory blackouts caused by browsers like Safari blocking cookies, they’re hit with a new curveball. Despite being many months after Apple’s Intelligent Tracking Protocol 2.2 update, Apple continues to release updates that tighten any workarounds. That’s meant that rather than stabilizing yields, they still seem to fluctuate and many publishers remain preoccupied with low CPMs, in Europe at least.
“Last month was the most significant difference between Safari [yields] versus Chrome,” said a publishing executive last week. For many, it’s the clamping down on link decoration that has caused recent headaches. Link decoration is a method used for years to pass information from site to site as well as from page to page on the same site.
It can be used to determine, for instance, the referral source for site visits. Most publishers are exploring new ways to ensure they’re in control of their audience data should any future browser or regulatory curveballs be thrown — and to some, that means not taking first-party data for granted either.
New types of independent tech are surfacing that allow advertisers and publishers to match up first-party data sets in a way that doesn’t compromise data privacy nor jeopardize the control each party has on their own customer data. While in their infancy, these types of developments could help give momentum to publishers achieving more direct relations with advertisers in a way that they’ve been trying to cultivate for some time. But for now, it looks like those publishers that will be the best set up for the future will be those that have found ways to collect direct audience data without relying on either cookie type.
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Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
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Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
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Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
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SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
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The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
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Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?
