Bits and Bobs from around the industry:
Amazon is gearing up to launch a new supply-side platform (SSP), as evidenced by its active recruitment for a “PubTech team.” This initiative is distinct from Amazon Publisher Services, which is under Amazon Web Services (AWS), and instead falls under Amazon Ads. The focus of this new platform will be on audiovisual and display advertising products within Amazon’s own media portfolio, including Prime Video, Freevee, FireTV, and Twitch. Amazon already operates a demand-side platform, and this move to a full-stack SSP offering draws parallels to Google’s comprehensive solution. However, it might also attract attention from antitrust regulators.
Separately, Tracer, a reporting and business intelligence platform, has secured $18.1 million in a Series A funding round led by NewRoad Capital Partners, Progress Ventures, and BDMI. Tracer collaborates with well-known brands and publishers like Papa Johns and Condé Nast, collecting and processing advertising, sales, and web traffic data to generate internal reports and visualizations. Tracer’s CEO, Jeff Nicholson, highlighted that their approach diverges from the trend of building elaborate data stacks for reporting and analytics, focusing instead on efficiently utilizing such technology for practical insights.
InMobi, a prominent provider of content monetization and marketing technologies, has acquired Quantcast Choice, a consent management platform (CMP) designed to aid publishers in adhering to changing global privacy regulations. This acquisition strengthens InMobi’s commitment to enhancing its privacy management platform for mobile app and web publishers, enabling them to navigate the intricate privacy landscape effectively.
With the evolution of privacy regulations like GDPR and CCPA, CMPs have become crucial for publishers to comply with regulations while maintaining advertising revenue. Quantcast Choice, which supports a wide range of vendors including Google-Certified and IAB-approved ones, helps publishers increase monetization and fill rates, potentially boosting eCPMs by up to 35% in certain regions. InMobi will maintain the free availability of Quantcast Choice for existing customers and new customers as part of the acquisition.
InMobi’s Chief Business Officer, Kunal Nagpal, highlights the acquisition’s significance in tackling privacy challenges within the in-app ecosystem. Quantcast’s Chief Technology Officer, Peter Day, emphasizes their commitment to privacy and praises InMobi’s understanding of publishers’ needs. The addition of a reliable CMP aligns with InMobi’s dedication to comprehensive publisher monetization solutions. InMobi plans to integrate the CMP into its publisher SDK offering, enhancing data governance, consent management, and privacy control to ensure compliance with global privacy regulations and build trust with audiences.
Quantcast Choice customers will transition to InMobi’s offering in the coming months, with the new publisher offering expected to launch in early fall.
As the impending deprecation of third-party cookies impacts audience targeting in the advertising industry, new approaches are emerging. Advertisers and publishers are collaborating to find more effective identity graph solutions, with the use of clean room methodology being one potential answer. Clean rooms facilitate secure data collaboration, enabling advertisers and publishers to match user-level data without sharing personal information or raw data.
For TV advertising, clean rooms offer privacy-compliant software that allows advertisers and publishers to gain insights into advanced TV audiences, target potential customers, and improve ad efficiency. By partnering with multiple publishers and measurement partners in data clean rooms, advertisers can identify cross-platform media that effectively reaches their target audiences. They can also analyze campaign performance against specific audience segments, achieving cross-platform attribution.
Publishers are also leveraging data clean rooms to enhance media value. Participating in privacy-safe data collaboration empowers publishers to offer granular insights to sales teams and enhance targeting capabilities. Sharing first-party data through clean rooms adds value to their inventory and drives sales. By participating in clean rooms, publishers can standardize how advanced TV inventory is presented and reported, leading to more uniform ways to reach target audiences.
As the digital media industry prepares for a post-cookie world, data clean rooms provide a solution. With third-party cookies disappearing and privacy regulations increasing, clean rooms offer a safe environment for matching data points across multiple sets to extract value from consumer information. This technology will evolve to address the challenges posed by signal loss and privacy regulations. Clean rooms are especially valuable in advanced TV, enabling reliable cross-platform reach, attribution, and shopping experiences, even after third-party cookies are gone.