Muki's AdTech Diary January 2024

January – the cookies disappear
As the first month of the new year bids farewell, it takes with it the disappearance of third party cookies for 1 % of Chrome users. January not only marks a pivotal moment in the onset of the cookie apocalypse but also heralds a multitude of alterations, accompanied by lingering uncertainties.  

Google's privacy sandbox
The elimination of third party data accentuates the significance of the Privacy Sandbox. The spotlight is increasingly on first party data, contextual targeting, the Protected Audience API, and Topics API, enabling the definition of target groups based on interest categories. We are currently working on larger A/B tests to better understand the impact of contextual targeting and user identity solutions, striving to glean maximum insights from the data. As pioneers in adopting the European Unified ID, we are working with user ID providers such as LiveRamp and The Trade Desk in an initial roll-out phase. Hence, a paramount task on our agenda for the upcoming months is: Testing, testing, testing. However, this proves challenging as Google directs advertisers to alternative DSPs for experimenting with the Privacy Sandbox using Google's budget. Despite Google being a key proponent of the cookieless future, it has not yet furnished any suitable tools for rigorously evaluating the functionality of the Privacy Sandbox.

Please track all bidders, Google!
Google's auction reports harbor a further uncertainty factor. This issue lies in the fact that bidders participating in the auction for an advertising space, not originating from Google, remain untracked. For publishers, only the revenue can be accessed via Google Ad Exchange. Currently, the impact may be minimal, giving the absence of substantial earnings through this avenue. However, challenges are anticipated in upcoming tests. Notably, this information is conspicuously absent even in the log-level data (data transfer files).

This prompts the question of what Google's underlying intentions. Hopefully, clarity will emerge in the ensuing months.

Strengthening relationships with advertisers

…stands as one of our key objectives. Examining the traditional AdTech triangle reveals the intricate interplay among publishers, users, and advertisers. Publishers function as content creators, delivering material consumed by users who seek high-quality content and a seamless user experience. Simultaneously, advertisers aim to engage users through advertising, ideally aligning with the content seamlessly without disrupting the flow.

In this dynamic, SSPs and DSPs may not be immediately apparent, yet their role is pivotal. Enter highfivve: we oversee all interfaces for publishers, ensuring an optimal user experience by skillfully integrating advertising without compromising user engagement. Thus, our objective is clear: by fortifying our ties with advertisers, we aim to streamline processes, reducing reliance on intermediary routes via SSPs and DSPs. These results in expedited, more efficient, and sustainable procedures.

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