Bits and Bobs from around the industry:
Integral Ad Science (IAS), a global media measurement and optimization platform, has introduced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. This technology leverages artificial intelligence to identify MFA sites, which are web pages featuring low-quality content created mainly to serve ads. Advertisers often unknowingly allocate their ad spend on such sites, resulting in minimal meaningful outcomes. IAS’s MFA product uses AI to detect MFA sites at scale, offering advertisers greater transparency into their campaigns and allowing them to reduce wasted ad spend. The product is based on the Association of National Advertisers’ (ANA) definition of MFA sites and considers characteristics such as ad-to-content ratio, ad refresh rate, and traffic sources to classify a site as MFA. This technology aims to provide advertisers with better control over their media quality and improve campaign performance. It recently completed alpha testing and is available as a beta measurement offering for select customers, with general availability expected in early 2024.
The introduction of this MFA site detection and avoidance technology addresses the challenge of avoiding low-quality sites that consume ad spend while delivering poor results. IAS aims to improve transparency and provide advertisers with the tools to make more informed decisions about where their ad spend is allocated. By leveraging AI and adopting the ANA’s MFA definition, this product offers a scalable solution to detect and block MFA sites, helping the industry combat this issue more effectively.
Google is set to launch additional tools in November to assist companies in evaluating their use of third-party cookies. This move is a reminder of Google’s intention to disable third-party cookies in the first quarter of 2024. The tools, part of Google’s Privacy Sandbox initiative, include a DevTools extension that facilitates the analysis of cookie usage during browsing sessions. The plan is to deprecate cookies for 1% of users in Q1 2024 and increase it to all users by Q3 2024.
The aim of the Privacy Sandbox initiative is to reduce cross-site tracking while keeping online content freely accessible. This move is intended to address competition concerns, particularly those raised by the UK’s Competition and Markets Authority (CMA). The industry is responding to the impending deprecation of third-party cookies by fostering greater collaboration related to data and identity solutions, with companies like Amazon Web Services (AWS) and LiveRamp introducing capabilities to address data-matching and identity challenges in the advertising space. The focus is on interoperability between different identity solutions to enhance data enrichment, understand consumer behavior, and maintain consistency across multiple platforms while navigating challenges related to diverse data sets and consumer privacy. Advertisers and the industry are preparing for the changes by auditing cookie usage and testing for potential issues.
Publishers and marketers are encouraged to adapt to next-generation measurement technologies and embrace contextual advertising while respecting user privacy. The changes brought about by iOS 17 emphasize the need for transparency in data collection practices and compliance with privacy regulations. Publishers should focus on delivering non-intrusive and engaging ad experiences and prioritize ad quality and relevance to navigate the evolving advertising landscape.
In summary, the iOS 17 update underscores the importance of user privacy and data protection in advertising, challenging the industry to adopt more privacy-centric approaches and adapt to changes in data tracking and measurement methods.
The article discusses the impact of the recent conflict in Israel on the country’s ad-tech industry. Following the attacks by Hamas militants on October 7, Israeli ad-tech companies are facing challenges. Many employees have been drafted into the army due to conscription, while others are dealing with personal losses and caring for their families. As a result, ad-tech companies are scaling back marketing plans, delaying product launches, and skipping industry conferences. Some are also focusing on maintaining existing client relationships rather than seeking new ones. Additionally, the industry is grappling with increased cyberattacks since the conflict began, with some companies reporting a 50% decrease in leads.
The conflict has led to a shift in priorities, with companies like Primis delaying new marketing campaigns and long-term planning. At the same time, they are finding understanding from their clients, who acknowledge the challenges the industry faces in these turbulent times. Many Israeli ad-tech executives are choosing to stay close to their families and are avoiding industry conferences, which have traditionally been opportunities for networking and lead generation.