Our last weekly news update addressed the growing lack of trust in Facebook and Google; it seems the cracks in those walled gardens have worsened over the past two weeks, with Facebook’s civil rights audit and Google’s GDPR fail, and new antitrust concerns — just to name a few.
While the two tech giants still dominate digital ad spending, publishers see opportunities to leverage their ad platforms’ advantages, from first-party data to feature parity.
This spirit of competition and innovation is the inspiration for this week’s theme: viable and reliable alternatives.
We’ll explore new options, ideas, and advice.
What we’re reading
Options for Those Fleeing FacebookAs the Facebook boycott continues, publishers are looking for ways to lure advertisers to their platforms. Digiday recommends focusing on context and performance, AdExchanger makes the case for a sharper, more inspirational narrative, and member Lara O’Reilly suggests Facebook’s pain is TikTok’s gain, with the well-timed launch of its new self-serve platform.
From Brand Safety to SuitabilityWhile we await the Media Rating Council’s brand safety audit of Facebook, CNN is improving its contextual ad tool to protect against incorrect keyword blocking, which Peer39’s Mario Diaz suggests is the right transition to brand suitability. (Related: Our brand safety interview with BRANDED’s Claire Atkin and Nandini Jammi)
Third-Party Cookie AlternativesWhile W3C members, including Ad.Product member Arnaud Blanchard, express concern over the still half-baked cookie alternatives in Google’s Privacy Sandbox, others are moving ahead.
CafeMedia and ID5 announced a new first-party ID partnership to comply with privacy laws and cookie-less browsers, Permutive has raised more than $18B to enhance the edge computing it uses to leverage publishers’ first-party data, and The New York Times has started running campaigns against the 45 first-party audience segments it has built since announcing its shift away from third-party data in May. (Related: Our expert roundup on the SPARROW proposal and Privacy Sandbox)
IDFA Impact TBDApple’s Identifiers for Advertisers (IDFA) will require mobile users to opt-in with the rollout of iOS 14 this fall. AdExchanger offers two perspectives on the potential impact and alternatives for publishers, from MightyHive’s Simon Harris and Beeswax CEO Ari Paparo. AdExchanger’s Allison Schiff considers the IDFA impact on Facebook. (Related: Our suggestions for how publishers can counter limitations on Safari)
What we’re writing
- Despite the challenges, companies of all sizes keep building and innovating. We round up key takeaways from Q2: New Industry Ad Products & Features: Q2 2020
- From native ads to performance, member and Adzerk CEO James Avery offers tips for self-serve publishers: The 4 key factors to building a successful self-serve ad platform
- Members and Spaceback co-founders share their alternative to banner ads, plus ad product inspiration and advice: Spaceback’s Casey Saran & Joe Hall on Innovating Social Display Advertising
- For publishers looking to build revenue long-term, it’s time to reconsider retargeting: Why Publishers Should De-Prioritize Retargeting Features
What else are you reading or writing?
Click the link below to let us know.
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