Despite many current challenges, our industry continues to push ahead.
This ability to persevere in spite of it all — including huge changes in consumer behavior and tracking — is the inspiration for this week’s theme: new products and possible solutions.
We’ll explore the latest launches, user-first ideas, fraud-fighting tactics, and more.
What We’re Reading
New Ad Products and FeaturesRemote product teams have been busy. Instagram has added a new “Suggested Posts” feature to display ads from brands users don’t follow (but may like) — and has influenced Facebook to expand its eCommerce Shops product with a new Instagram Checkout transaction tool and Live Shopping event option.
Amazon is launching an AR Room Decorator tool to help shoppers visualize home decor items in their existing spaces, and CVS Pharmacy has expanded its retail footprint with a new ad network that aggregates first-party loyalty card data to target customers in-store and online.
News publishers are also taking advantage of the eCommerce boom. BuzzFeed is building its own platform to deepen direct relationships, and the Sun Selects platform is bringing seven-figure revenues to the UK tabloid. TV and magazine publishers are also hoping to cash in with “quicker, cheaper” ad products to meet advertisers’ current needs and tight timeframes. (Related: Our Q2 new product roundup)
Forming New Identities and First-Party SolutionsWe’re also seeing a slew of new solutions (plus a few possible problems with them). While AdExchanger asks if email will be the next big online identifier, Adform has announced a new first-party identity solution and Verizon Media is launching a contextual targeting solution to meet demand-side needs. Both appear to be less controversial than Integral Ad Science’s new ‘Context Control’ tool that claims to be 42% more accurate than other options — but already has member and brand safety pro Nandini Jammi crying foul.
As the election cycle heats up, Xandr is launching a programmatic compliance solution to fact-check political ads and protect its supply chain.
Putting Up a Good FightWhile Mobile ad platform Mintegral has been accused of using malicious code in its iOS SDK to hijack in-app ad clicks, many publishers are finding ways to fight fraudulent and data-hungry ads — some new, some old, some more helpful than others.
Oracle suggests programmatic publishers can offer fraud-wary advertisers greater protection by “upping the ante” on their invalid traffic protection, and VRTCAL suggests kick-starting ads.cert adoption to update and improve our industry.
Google will soon enforce a new “heavy ad” intervention policy to curb the appetites of data-hungry, high-CPU formats in Chrome — including long-form video and rich media ads that BuzzFeed and other publishers rely on — and with a tight timeline that has many scrambling and questioning Google’s decision-making.
One More Fight Worth TrackingThe fight against user tracking will only intensify now that Facebook has expressed its concerns about Apple’s new IDFA tracking restrictions, which will negatively impact its Audience Network. AdExchanger offers guidance on what Facebook’s stance means for developers, plus the full text of Facebook’s message to ad partners.
Mobile Dev Memo speculates on how IDFA deprecation will decrease CPMs, and Digiday predicts an increase in contextual targeting. See below for our industry experts’ perspectives on how Apple’s opt-in pop-up will impact in-app ad experiences.
What We’re Writing
- Our latest interview offers a behind-the-scenes look at Criteo’s new ad product and launch: Justin Sparks on How Criteo Built a Retail Media Platform
- Members Jillian Gora, Mike Chowla, Chris Beck, Chris Shuptrine, and more predict the impact of Apple’s new permission requests: 6 Perspectives on How Apple's IDFA Will Change In-App Ads
What We’re Discussing
- Our webinar next Wednesday! Join us to learn more about IAB TCF 2.0 with member Stephanie Hanson: Register now (and get ready with our recommended pre-read)
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