Study shows cookies slow down pages and cause data leakage
For a long time, publishers have known that too many tech vendors can cause headaches, slowing down page-load times and risking data leakage. Recent research shows just how bad it is.
Between August and November, ad tech consultancy Redbud scanned 68 of the top news and magazine sites in the U.K., Germany and France to assess the impact of third-party cookie synching — used to track people from one system to another — and other third-party trackers on publisher sites.
The study, commissioned by tech company ID5, found 81% of the sites had vendors identified as potentially causing privacy risks, either from a compliance or data-leakage perspective. It also found third-party redirects slowed sites an average of 19 seconds. Redbud also found that 58% of vendors registered with trade body the Interactive Advertising Bureau Transparency and Consent framework are not reading consent strings, which are used to ensure compliance with the General Data Protection Regulation.
“That was the most shocking stat of all,” said Adriana Tailor, head of data and insight at magazine publisher TI Media.
The report also found that 80% of sites visited had vendors dropping cookies that were not GDPR compliant. Reasons ranged from vendors simply not sharing privacy policies to not counting third-party cookies as personally identifiable data.
“Cookie matching has been a major part of the programmatic pipes that were laid down in 2008, the people who designed and built them just aren’t in the industry anymore,” said Mathieu Roche, co-founder and CEO of ID5.
“Publishers are carrying out audits and they want to clean up what’s going on,” said Chloe Grutchfield, co-founder of Redbud. “There’s a lot of willingness to take control and encourage vendors to make appropriate changes. [Publishers] are being proactive.”
Cheat Sheet: At IAB Podcast Upfront, diverse voices take center stage while podcast advertising revenue and audiences boom
Most of the companies that presented at the IAB Podcast Upfront signaled they had or were going to add more diversity to their programming, both in hosts and content.
Member ExclusiveMedia Briefing: What media companies’ latest earnings reports say about the state of the industry
Media companies' Q1 earnings reports signaled a continued return to business as usual — for better or worse, depending on the company's digital business.
‘Brands tend to be selective’: OMG report offers options to media buyers facing upfront inventory crunch
With a tight upfront TV marketplace expected, one agency group is recommending alternatives in video and CTV.
SponsoredHow The Company Store is reimagining customer experiences for pandemic-era growth
Throughout the pandemic, some retail categories have been inherently successful. Home furnishings and décor are among them; with consumers spending so much more time at home, updates and renovations flourished. Criteo data from the first half of 2020 showed sales for items like outdoor furniture sets up 434% year over year, with other home items […]
‘You’re fixing a number, not changing the culture’: Confessions of a media exec on diversity quotas
In the rush to improve diversity rates, businesses are in danger of overlooking more fundamental ways to sustain inclusivity in the workplace, according to our latest Confessions interviewee.
‘Direct revenue driver’: How local broadcaster News 12 is partnering with Google to build a younger audience
Local broadcaster used support and funding from Google News Initiative to build a new tool that can automatically identify and feed video content into new website verticals.