Ad Tech &Programmatic Newsletter – July 23rd 2021

Welcome to this week’s edition of The Yieldbird Digest!

The market has heaved a collective sigh of relief after Google announced a delay to the end of cookies. However, it is worth taking this extra time to prepare the groundwork so that you don’t find yourself caught out in two years’ time. We at Yieldbird plan to help you with foundational support for the post-cookie era. In our Yieldbird Identity Guide we provide an overview of the current situation and assess road maps to the future.

Additionally, on our blog, we consider the future of the Open Market as a part of the expected change. And for those who would like to take a break from the topic of a cookieless world, we recommend a piece about responding to traffic drops, with tips provided by Google Search Advocate – Daniel Waisberg.

Happy reading!

Dawid Cholewa, Customer Performance Team Manager / Yieldbird

Open Auction in the Light of 3rd-Party Cookies Removal in Chrome

Estimated reading time ~ 4 minute

How will premium Publishers look to navigate the change? What will be the future of Open Market following the demise of 3rd party cookies? Will Programmatic spend move to PMP/PDs?

Publishers, what do you do when search traffic drops? Google answers

Estimated reading time ~ 5 minutes

Publishers’ organic search traffic from Google keeps fluctuating over time—even without major changes in terms of content—for a variety of reasons.

Scoop: AT&T scrambles to sell ad tech unit Xandr as losses mount

Estimated reading time ~ 3 minutes

AT&T is scrambling to get the ad unit, called Xandr, off of its balance sheet. Sources say it’s losing tens of millions a year and has been grossly mismanaged by AT&T. Talks are ongoing and could fall through.

Government unveils proposals to increase competition in UK digital economy

Estimated reading time ~ 4 minutes

Digital firms with deep-rooted market power to be subject to mandatory code to drive up competition.

Anzu and OpenX Partner to Bring Programmatic In-Game Advertising to Advertisers

Estimated reading time ~ 3 minutes

The integration with Anzu’s in-game advertising platform will give OpenX’s advertisers the ability to programmatically serve IAB-recognised in-game video and banner ads at scale.

We have gathered information about all available identity solutions so as to help you choose the best one for your inventory!

First-party data: demanded audience segments

Creating AdExchange tag to display on page, without the need for a AdManager Line item

Why is AdX demand serving pods?

45.7% of Gen X’ers answered the question “Why do you use an ad blocker?” with “To speed up loading times,” compared with 44.8% of Baby Boomers, 41.6% of Millennials and 42.6% of Gen Z’ers.
Source: Acceptable Ads Exchange