Google cutting web cookies, ending lucrative tracking tool for advertisers

firstpost | January 15, 2020

Alphabet Inc's Google within two years plans to block a common way businesses track online surfers in its Chrome browser, endorsing costly changes to how the Web operates as it tries to satisfy increased privacy demands from users. Google's plan is to restrict advertising software companies and other organizations from connecting their browser cookies to websites they do not operate, the company said in a blog post on Tuesday. Apple made a similar move in 2017 in its Safari browser, but Chrome's global market share is more than three times greater at about 64 percent, according to tracking company Statcounter. Though the two-year goal is new, Google's announcement had been expected within the industry for months. Financial analysts expect minimal effect on Google's own ad business because it gathers data on users in many other ways.

Spotlight

Online advertising is a key driver of the European digital economy that promotes business and economic growth and paves the way for broader digital sector innovation. This report illustrates this integral contribution of online advertising.

Spotlight

Online advertising is a key driver of the European digital economy that promotes business and economic growth and paves the way for broader digital sector innovation. This report illustrates this integral contribution of online advertising.

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MOBILE ADVERTISING

Zynga Closes Acquisition of Chartboost, a Leading Mobile Advertising and Monetization Platform

Zynga | August 10, 2021

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IAB Tech Lab Releases Content Taxonomy 2.2 to Improve Brand Safety and Support Brand Suitability

IAB Tech Lab | October 29, 2020

IAB Tech Lab today released Content Taxonomy 2.2, a common language to help third-party verification vendors and publishers identify content so that the advertisers can make decisions about whether it's appropriate for their ads. Tech Lab worked closely with the Global Alliance for Responsible Media (GARM) to create the update, with the shared goal of creating a safer digital environment. The Content Taxonomy enables buyers to use a consistent, easy-to-understand language across the entire advertising ecosystem (all publishers and platforms) to describe content that may be considered harmful or unsuitable. As part of the update: 11 "sensitive topic" categories were developed that range from adult and explicit sexual content to terrorism. Risk levels were created to identify a range of suitability and are treated as additional attributes of the content. The four levels of risk are "Floor," "High Risk," "Medium Risk," and "Low Risk." Both topics and risk levels work together, dynamically.

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AD NETWORKS

Mediaocean Acquires Flashtalking For A Reported $500 Million

Mediaocean, Flashtalking | July 19, 2021

Mediaocean will buy independent global ad server Flashtalking to establish a "neutral tech platform" with a combined annual media spend of $200 billion. According to The Wall Street Journal, it will pay $500 million for the New York-based company, which has annual revenue of between $100 and $150 million. Mediaocean provides advertising workflow software that drives $70 billion in television advertising in the United States, but it is also actively pursuing programmatic opportunities. The deal with Flashtalking comes exactly a year after it paid $200 million for programmatic buying platform 4C. 4C has integrations with Facebook, LinkedIn, Twitter, Amazon, and other platforms, placing Mediaocean squarely in the programmatic arena. The acquisition will combine Flashtalking's ad serving, creative, identity, and verification capabilities with Mediaocean's media planning and buying capabilities across desktop, mobile web, in-app, and CTV/OTT. It is expected to close in the third quarter of this year. Integrating Flashtalking's dynamic creative optimization with the 4C solution, in particular, will enable marketers to utilize dynamic creative in both open and walled gardens. In addition, the merged platform will have over a trillion monthly ad impressions. In 2018, Mediaocean and Flashtalking partnered to connect ad serving data with media buying. As CTV adopts some of the features of new media's walled gardens, the companies emphasized the independence of their integrated tech platform as an alternative to Big Tech providers such as Google's ad server.

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