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Cookies Crumble, IPs Tumble: The Ad Industry's Game of Privacy Thrones Gather 'round, as we sing the ballad of the fallen trackers. Spoiler: it's off-key!
Imagine this: the advertising industry is huddled around, whispering about the impending doom—the cookie apocalypse. There’s an air of desperate innovation, with ad tech wizards and
big tech warlocks conjuring new spells to replace the crumbling cookie infrastructure. And as they scramble for the next piece of trackable data, they gaze upon the vast expanse of the internet, their eyes settling on an old friend with a reputation as stable as a house of cards in a hurricane: the IP address. Privacy advocates, those wannabe digital knights in digital armor, have set their sights on a new dragon to slay: the IP address. After taking a few victory laps from their ongoing joust with cookies and device IDs, they’re now poised with lances aimed at the next privacy foe. The battleground? Our devices and web browsers, controlled by the omnipotent overlords—Big Tech. Once hailed as the gold standard in the $26 billion CTV ad kingdom, IP addresses are now facing the guillotine of evolving privacy standards. It’s like watching a slow-motion car crash, knowing full well that the industry's reliance on IPs was less a grand master plan and more of a "whoops, did we do that?"
Amidst the rubble of the cookie’s downfall, IP addresses, like distant
relatives who show up uninvited to a family event, are trying to sneak into the advertising gala. But, as the regulations grow tougher, they find themselves staring at the bouncer, privacy law, who's not convinced they're on the list. Big Tech giants are already donning their invisibility cloaks—IP blocking and masking—like they’re gearing up for a masquerade ball where no one can know your
true name. Apple, Google, and Microsoft have turned into the party planners, seemingly plotting a grand event where traditional tracking methods are persona non grata.
As the search for a cookie successor turns frantic, the Universal ID steps onto the dance floor. It’s the equivalent of trying to get everyone at a high school reunion to wear name tags, except there are no standards, and some folks went to a different school entirely. The industry is
stumbling over the fragmented identity landscape, making any semblance of order in ad targeting feel like a pipe dream years away from fruition.
But lo and behold, there's a glimmer of hope in content metadata. Moving away from the creepy obsession with audience targeting, metadata could be the hero we didn't know we needed. It's the industry whispering sweet nothings about what people watch rather than who they are—a rich, textured alternative that might
just be the perfect antidote to the privacy poison. Yet, big publishers are like moody teenagers refusing to clean their rooms, leaving metadata tags scattered and unshared. Unless these big players start playing nice, the metadata dream could remain just that—a fantasy.
Let's face it, relying on IP tracking is like building your house on a foundation
of Silly Putty. Over 50% of those CTV consumers—those pesky co-viewers—are watching with buddies, family, or that neighbor who never brings snacks. IPs can’t distinguish between dad watching the news and the toddler enjoying cartoons, which makes targeting as precise as a sledgehammer in a game of Jenga.
Enter Google, twirling its mustache and revealing its latest trick: IP Protection. Like a magician with a penchant for privacy, Google is proposing to
cloak users' IP addresses, turning Chrome into a sort of digital invisibility cloak. IP addresses, once a billboard on the information highway, are now getting a “Do Not Disturb” sign.
As the industry grapples with this identity crisis, there's a realization that without third-party cookies or reliable IP addresses, the whole system might need a factory reset. And that, dear friends, is no small feat. It's like being told you need to rebuild your entire
house because termites ate the cookies holding it together. Less data could also spell a financial dry spell, leading to fewer ads, lower bids, and drooping prices—a bleak forecast for any ad-supported utopia. Yet, not all is lost. After all, Apple’s IP masquerade didn't spell disaster for revenues, which is either a good omen or just blind luck.
Amidst this chaos, some publishers are taking a stand, clutching their first-party data like a life raft on the Titanic. They refuse to bow down to the new ID gods, choosing instead to wield their own encrypted solutions—tightening their grip on the keys to their kingdoms.
But as the industry staggers under the weight of the post-cookie world, one question looms large: Who will have the last laugh? Will it be the ad tech innovators,
scribbling away in the dim light of a new dawn, or the privacy protectors, polishing their shields for the next fight? Only time will tell if the apocalypse was merely a pivot point or the beginning of a new era of advertising—one that respects privacy while still keeping the lights on. Until then, the chronicle of tracking tribulation continues, a saga fraught with uncertainty, hope, and a
touch of digital drama.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🎄💳 The National Retail Federation is jingling all the way to the bank with a holiday spending forecast glittering between $957.3 billion and $966.6 billion—a record high that's got last year's 5% boost looking like old snow. 🛍️💸 Online shopping bags are set to get 7-9% heavier, ringing in at a hefty $273.7 billion to $278.8
billion. Despite economic headwinds, consumers are decking the halls with steady cheer, fueled by falling inflation, plump paychecks, and job market sugar plums. 📉📈 NRF's head elves, Matthew Shay and Jack Kleinhenz, are toasting to 41 months of retail growth and cooling heating bills, adding a little extra sparkle to the season's spending spree. 🎁📊 While keeping an eagle eye on gas prices and credit card swipes, the NRF's crystal ball shows each Santa's helper spending an average of $875 on
holiday cheer, up $42 from last year's stocking. 🎅💰
💼🚀 Yahoo Advertising is taking digital billboards to the next level with its shiny new Edge-2-Edge platform, a creative toolbox that Elizabeth Herbst-Brady, the company's revenue queen, promises will jazz up ads across the Yahoo jungle. 🎨✨ With a promise of grander scale across devices and positions, and the
flexibility of buying that caters to advertisers' whims, Edge-2-Edge is like a Swiss Army knife for online ad craftspeople. 🖥️📱 Princess Cruises, aboard the Edge-2-Edge ship, is already navigating through a sea of clicks and conversions, with Jeff Larson, their marketing captain, steering towards a treasure trove of web traffic—thanks to ads that practically do the hula on Yahoo Sports. 🚢🌐 Looks like Yahoo's selling ad space like beachfront property, complete with the promise of sunbathing
in the best spots of their ecosystem. 🏖️📈
🔍🔵 A year into X platform's swanky premium subscription, turns out 60% of its users are in the dark about the blue check's 'show me the money' reality, per a YouGov survey for NewsGuard. A check mark once equated with credibility is now seen more like
a VIP pass bought at the door by 16% of users. Steven Brill from NewsGuard waves the red flag, calling out the 'pay to play' move as a free pass for mischief-makers to dress up as credible sources. 🤑✅ And, as if to prove a point, during an intense week of the Hamas-Israel conflict, the blue-checked brigade was caught waving the flag for 186 out of 250 viral but dodgy war stories. 🚩💬
🎬🍿 A year into its ad-venture, Netflix is rolling out the red carpet for advertisers with a new ad-supported free tier, attracting 15 million viewers ready for some commercial breaks. The streaming giant, now helmed by ad-president Amy Reinhard, is eyeing sponsorships for 'Squid Game: The Challenge' and 'The Crown,' turning binge-watchers into binge-buyers. 🦑👑 QR codes, 'binge ads,' and flexible spot lengths are the new kids on the ad block, aiming to
keep viewers and their wallets open. With a global expansion of its ad measuring stick, Netflix is sweetening the pot for ad lovers, offering higher quality streams and download options to win the great streaming game. 📊🌍 Industry whisperers hint at a shift from pricey subscriptions to wallet-friendly, ad-laced streams, and Netflix's move may just be the ace up the sleeve, betting on a blend of big-brand and performance ads to keep both viewers and advertisers glued. 💳📺 Despite being the
newbie in the ad game, Netflix is leveling up to its AVOD cousins, aiming to be the cool kid at the streaming high with a mix of showy ads and sneaky QR codes—all while juggling the premium content cachet with a newfound ad hustle. 🎉🆕
In a city-shaking twist that's more dramatic than a soap opera cliffhanger, Tremor International is giving the London Stock Exchange the old
'it's not you, it's me' as it flirts with a swanky new listing across the pond 🌉💼. Shares have tumbled down the Big Ben like a double-decker bus with a flat tire, halving in value and sparking chit-chat of a transatlantic leap to Uncle Sam's shores 🇺🇸💸. The ad-tech troupe, boasting a former tabloid titan on its board, might just swap tea for coffee as it seeks to woo those big-spending American investors with deeper pockets and sweet Wall Street dreams 🏙️💰. With City bigwigs like
Paddy Power and Marsh McLennan already RSVPing 'yes' to the American listing party, Tremor could be next to ghost London's financial scene 👻📉, stirring up more drama than a royal scandal and leaving London's financial rep ready for a rebound. 🎩🔔
At London's MadTechMoney, where ad tech meets Shakespeare, the "to thine own self be true" backdrop serves as an ironic reminder for
founders wheeling and dealing in a market as stable as a house of cards 🏰🃏. Investors are clutching their wallets tighter than Scrooge, with valuations getting more haircuts than a sheep in summer 🐑✂️. Term sheets once fluttered like confetti; now, they're as rare as hen's teeth 🐔🦷. The climate's shifted from startup-friendly to "show me the money" 🤑, with profitability the new prince charming. While the global tech and marketing deal dance sees a timid 2% uptick, valuations are
diving like it's an Olympic sport 🏊♂️. The silver lining? This financial frost might just breed leaner, meaner business machines — if they don't freeze first ❄️💪. With IPOs and M&As hiding like shy groundhogs, hope flickers for the second half of next year. Meanwhile, private equity looms as a potentially sweet escape route, promising a future where cautious optimism is the new black 🎩💼. (Source: Digiday)
The stock market's very own weatherman, analyst Dan Salmon, forecasts partly sunny skies 🌤️ for The Trade Desk's shares, bumping them up from a stormy "sell" to a milder "neutral." He's peeked into his crystal ball 🔮 and sees big ad spenders pressing 'play' after hitting 'pause' on digital ads due to geopolitical dramas 🌍. This break is predicted to end just in time for the jingle of the holiday season's ad splurge 🎄💸. While Salmon
plays coy with The Trade Desk getting the golden ticket 🎫 to Netflix's ad treasure, he hints the 'streaming giant might roll out the red carpet after the summer ad sales soiree 🍸. Keep your eyes peeled for The Trade Desk's earnings call—will the prediction ring true or is it just a shot in the dark? 📈🔮
AI is shaking up the ad world with a "Minority Report" level of targeting
precision 🎯. No more facepalms over face creams pitched during football games! A study by the brainiacs at the Alliance for Video-Level Contextual Advertising and Tobii—with eyeballs tracked and all—reveals that viewers are 42% more engaged with ads that aren't just randomly fired at them. Instead, these smarty-pants ads, crafted by AI, cozy up next to content with the right context, making viewers less likely to zone out or bolt during ad breaks 🛋️👀. Goodbye, irrelevant ad noise;
hello, happy viewers feeling the vibe of the show in their commercials. And the result? Ads that stick like gum on a shoe—viewers remember brands 4x more when AI does the match-making. Just watch out for that 20% of misfit ads; like a bad date, they leave viewers swiping left on brand love 💔. AI is clearly the new Cupid in town for brand connections! 🏹💘
On a quest to make shopping fetch again, Walmart channels its inner Plastics with a "Mean Girls" reunion for Black Friday 🛍️💄. It's a nostalgia-fest with Lohan, Chabert, and Seyfried strutting back to high school halls, this time with kiddos in tow, to drop deals hotter than Regina George's burn book 🔥. The retail giant's playing it cool with early online sneak peeks on Nov. 8 and 22, plus a VIP pass for Walmart+ members—because being
in the cool clique pays off 💳. Expect Wednesdays to be a pink parade 🎀, with new ads rolling out leading to a Cyber Monday shopping spree that's sure to have you grooving faster than Missy Elliott's beats. So grab your miniskirt and flip phone, it's time to shop like it's 2004! 📱✨
🐦💸 Guess what? Twitter's going cha-ching! Elon's shaking things up at Twitter (let's call it
TwitterX for fun). Introducing two new premium subs: 1️⃣ Cheaper but with ads and 2️⃣ More bucks, but ad-free bliss. No subscription? You're in the audience now, no tweeting for you! Yep, Twitter's pioneering the "Pay to Play" social media game. 🤯 They're rolling the dice in the Philippines and New Zealand first. 🌏 It's a sneaky play against bots, but will this scare off the tweety birds? 🤷♀️ Only time will tell. Stay tuned, peeps, this space is about to get wild! 🍿🚀
#TwitterRevolution.
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CIPA AI class action defense and counseling
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FIND A WAY: THE TRUE BIG CREATIVE
Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as
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Wrong Way Fast forward to the Internet era. The data hustlers had a new war
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Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant,
with tech titans and data brokers waving the banners high for data protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears.
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In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background,
anchoring households to one shared reality: the televised world.
There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind, once noted on Digiday that we, as humans, are insatiable in our thirst for content, always seeking more. READ MORE NOW
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Today AI stands like a monolith. Not just as a technological achievement, but as a beacon for what our future holds. No
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Email Marketing Law Update: Google Announces New Requirements for Bulk Email Senders to Gmail
On October 3, 2023, Google released an
announcement entitled “New Gmail protections for a safer, less spammy inbox.” By February 2024, Google will require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.
“…[T]oday, we’re introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day — to keep your inbox even safer and more spam-free,”
according to the announcement. READ ARTICLE
HOW GIANTS LIKE NETFLIX ARE CIRCLING BACK TO CABLE’S SHADOW
The age of streaming dawned with a promise, a vision of a horizon where content was king, and viewers were no longer shackled
by the constraints of traditional cable. But as the years have rolled on, those early promises seem to have evaporated, much like morning mist under the blazing sun. Today, we stand at a curious juncture where the once-revolutionary pioneers, like Netflix, echo the missteps of the very institutions they vowed to replace. READ MORE OF THIS STORY
The Ascendancy of Connected TV: A Dive into the Future of Advertising
In the dim light of modern living rooms, a battle is being waged: the evolution of television consumption. From black-and-white family gatherers to colorized rectangles of
entertainment, TVs have long been the center of home recreation. Today, the rise of Connected TV (CTV) marks a significant shift in how we view and interact with content. As Millennials, Gen X, Y, and even Gen Z make their mark, they’re tuning into CTV like never before. READ THE FULL STORY
The Murky Waters of Podcasting Ad Fraud
The digital soundscape of podcasts has experienced exponential growth. Millions worldwide tune in every day, taking solace in the intimate embrace of a podcast's
comforting audio. Like any influential medium, podcasts have piqued the interest of advertisers and with that, an influx of capital. But this golden age for podcasts, with its rapid expansion and significant revenue milestones, is facing the timeless ailment of the advertising world: fraud. READ MORE
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