Bits and Bobs from around the industry:
Magnite, a sell-side advertising platform, has launched ClearLine, a direct route to video inventory that allows advertisers to access premium video ad inventory without a demand-side platform (DSP). ClearLine will enable advertisers to buy video inventory through direct deals with publishers, eliminating the need for a middleman. The platform also offers measurement and reporting capabilities to help advertisers track their campaigns’ performance. ClearLine aims to simplify the ad buying process, save time, and provide better transparency and control for advertisers. Magnite plans to expand ClearLine to other ad formats, including display, native, and audio, in the future.
Nine additional US states have joined the Justice Department’s lawsuit against Google over alleged anticompetitive practices in the digital advertising industry. The lawsuit, originally filed in December 2020, accuses Google of using its dominant position in the ad tech market to unfairly monopolize advertising revenue and disadvantage smaller competitors. The newly joined states include Colorado, Iowa, Kansas, Maine, Maryland, Minnesota, New Mexico, North Dakota, and South Dakota, bringing the total number of states involved in the lawsuit to 18. The lawsuit is one of several antitrust actions being pursued against Google in the US and abroad. Google has denied the allegations and plans to contest the lawsuit in court.
The article discusses Google’s latest post-cookie ad-tech update, which includes the introduction of its new privacy-focused APIs called Federated Learning of Cohorts (FLoC). FLoC uses machine learning to group people with similar interests into “cohorts” without revealing individual user data. Advertisers can then target their ads to these cohorts rather than individual users. Additionally, Google is also exploring a new privacy sandbox initiative called Ads-Click Measurement (ACM), which allows advertisers to measure ad clicks and attributions without relying on third-party cookies. The article notes that Google’s post-cookie ad-tech updates prioritize user privacy while still enabling personalized advertising.
Google has updated its guidance for creating helpful content, with a new section dedicated to page experience. The search engine emphasized the importance of a good page experience that encompasses many aspects, including fast-loading and mobile-friendly pages, easy navigation and clear calls-to-action. Google also added further information on the role of E-A-T (expertise, authority, and trustworthiness) in ranking content, highlighting the importance of good E-A-T for topics related to health, finance, safety, or the welfare of society. While a good page experience is not a requirement for ranking, it is one of the many signals that Google uses. Additionally, the Understanding page experience in Google Search results has been updated with new FAQs.