Comments for AdExchanger

Comment on The Delete Act: ‘A Fantastically Flawed Attempt At Solving A Critical Problem’ by Benjamin Isaacson

Benjamin Isaacson — Mon, 18 Sep 2023 15:56:33 +0000

Only CA legislators would have the hubris to think they can implement something that must be accomplished only at the federal level. Both the FTC Do Not Call registry and FCRA credit opt-out obligations set precedents proving how difficult managing such a data sharing effort is, which has required enormous resources by public and private enterprises to fix over the years. CA is woefully unprepared to manage this effort, and will sink millions in unnecessary taxpayer revenue to fix (including mine). This registry is a PR stunt doomed for failure.

Comment on The Marketer’s Guide To IP Addresses In Connected TV by Larry Allen

Larry Allen — Wed, 06 Sep 2023 16:32:14 +0000

Correction regarding IP address churn. IP drift and inaccurate IP household address assignment via identity vendors are severe issues for targeting and measurement applications. We see IPs rotate at an average rate of 1% per day on our platform and in extreme cases have see almost 100% turnover in as little as 3 weeks. If not using a truth set to validate IP to HH match daily, or at least weekly, clients will see inaccurate assignment of impressions to households impacting reach/freqeuncy measurement, creative frequency capping/optimization and attribution of ad exposures to outcomes.

Comment on The Life-Changing (But Not Revenue-Changing) Magic Of Decluttering Ads.txt by Blas Morales

Blas Morales — Thu, 31 Aug 2023 11:15:39 +0000

What if my site has more than one manager domain? Linked to several MCM parents, for example. Can I use more than one Manager Domain ?

Comment on Life After Third-Party Cookies, With The Director Of Product For Privacy Sandbox by Allison Schiff

Allison Schiff — Thu, 03 Aug 2023 00:01:01 +0000

In reply to Mark McEachran. Mark, I salute you! Thanks for noticing that.

Comment on Life After Third-Party Cookies, With The Director Of Product For Privacy Sandbox by Mark McEachran

Mark McEachran — Wed, 02 Aug 2023 18:16:45 +0000

Please correct the year referenced in the metadata description on this page. You’re going to give folks a heart attack.

Comment on Many Cookieless Alternatives Still Rely On IDs – That Has To Change by David Bailey

David Bailey — Tue, 18 Jul 2023 12:58:01 +0000

ML-based models analyzing actual gamer behavior appended to multi-sourced UID appended data will generate Persona-based IDs using interests, characteristics, and other attributes, resulting in high-performing look-alike audiences. This approach balances privacy concerns while utilizing Unified IDs to achieve performance from the target audience. Therefore, Unified IDs still have a critical role to play.

Comment on Google’s Privacy Sandbox: Is It A Game Of Chicken With The CMA? by Mike Taylor

Mike Taylor — Fri, 14 Jul 2023 21:07:53 +0000

The 100ms latency figure is related to testing done for the User-Agent Reduction and User-Agent Client Hints features. These are not related to 3rd Party Cookie removal, the Topics API, or any impact to ads latency.

The full quote from the CMA quarterly report contains additional useful context:

“We tested 60 sites (randomly selected) with an automation framework to load the sites hundreds of times. In aggregate, the 1st page load across all sites appeared to incur an additional ~100ms in its FCP (First Contentful Paint metric). This aggregate figure should however be read with caution, as it is not representative of real usage, each site’s architecture will have a different influence on latency, and, because of this great variance, the aggregate analysis is not necessarily meaningful. We think that a more representative figure can be established when looking at a site in isolation. When taking this perspective, the latency impact figure is cut in half to ~50ms. On any subsequent navigation or visit, the FCP delta was merely ~3.5ms. Based on this result, we suspect this figure is more representative of real usage, especially for users across the globe visiting sites making use of edge caching or other CDN strategies.”

We are committed to testing before 3PCD and will continue to engage with the ecosystem and regulators including the CMA after third-party cookie deprecations.

Comment on MediaMath To File For Bankruptcy After Acquisition Talks Fall Apart by doovy stoosy

doovy stoosy — Sat, 01 Jul 2023 10:55:30 +0000

companies like MediaAlgebra, take note.. when sales people from other vendors reach out for partnerships, take the calls. maybe, just maybe – you’ll earn enough revenue to stay afloat and afford that next pizza party and salaries for the staff.. been in the biz a while, seen this a trillion times. Good luck with selling the napkins and the office chairs guys

Comment on MediaMath To File For Bankruptcy After Acquisition Talks Fall Apart by Henry Blaufox

Henry Blaufox — Fri, 30 Jun 2023 15:53:44 +0000

This is software, in the cloud by now. The only tangible assets besides the talent walking out the door are the laptops, printers, copy machines an whatever is in the server closets. Oh yes, also the coffee pots, microwaves and refrigerators in the lunchrooms.

Comment on The Government Is Tracking Your Tracking Pixels (And You Should Be, Too) by cassidy sehgal

cassidy sehgal — Mon, 10 Apr 2023 14:35:02 +0000

Important story. The nuance I would add is not that it’s surprising that pixels should be governed and addressed for controls by companies, but that without pixels advertising will not be measurable. This point needs to be impressed – being privacy forward, ethical is critical but to completely find that pixels are problematic is also not accurate.