Here come the I.I. team’s picks for the week. This week, it’s (again) the end of cookie measurement. Is it for real this time? Both Facebook and Snapchat are the new TV. And TripleLift introduces a — wait for it — first price auction. (See our roundup of 2017 MadTech trends here.)
A view of the post-cookie measurement battleground (Digiday) – Jan. 18, 2017
Identity measurement is hot in online advertising, again. “It’s the beginning of the post-cookie ecosystem,” with GroupM joining this field where Google and Facebook currently dominate.
The Evolution of Data Journalism (The Content Strategist) – Jan. 17, 2017
For content, data work.
Ad Viewability is All Wrong: Double Standards Create Lack of Consistency (ExchangeWire) – Feb. 8, 2017
Currency has switched from a served impression to a viewable impression. But there are various standards floating and publishers are scrambling to redesign their ad space to maximize viewability.
The Radical Future Of Branding (Co.Design) – Feb. 2, 2017
Conventional wisdom has it that brands shouldn’t talk politics. Why risk alienating potential customers? That was before Donald Trump.
Facebook Steers Publishers To Long-Form Video (MediaPost) – Jan. 17, 2017
Facebook is encouraging its publishing partners to move away from live streaming video in favor of producing more long-form video, as it is poised to introduce new mid-roll video ad products. Oh, and have you heard that “Snapchat is the new TV?” (WSJ, Feb. 5.)
TripleLift Builds Server-Side Header Bidding For Native Ads (AdExchanger) – Feb. 7, 2017
TripleLift will run a first-price auction among all participating partners, a shift from the OpenRTB spec of a second-price auction. The move could result in higher payouts for publishers.
Author: Melody Terng