Behind Headlines: 180 Seconds in Ad Tech — Delayed Cookies & Investments

3
at
3
minutes
Technical Level
July 2, 2021
Lauralyn Lamarche
Director of Brand & Communications
Frank Maguire
VP, Insights & Strategy

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Google’s latest announcement to delay the plan to remove third-party cookies, Innovid’s announcement to go public and increase its position in the CTV space, and a big investment by Blackstone in the ad tech market.

Hey there! This is Lauralyn & Frank at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of June 28th in ad tech, in 180 seconds. Let’s go!

Innovid made headlines with its plans to go public with a special purpose acquisition company (SPAC) last week. Expected to close in the fourth quarter, the deal is valued at approximately 1.3 billion for the TV ad tech company. This move pushes Innovid into a more strategic and competitive spot in the connected tv space over competitor Google’s Campaign Manager, with the former’s commitment to invest and focus solely on digital TV. The combined company will be operating under Innovid’s name moving forward. (Source: CNBC)

Google’s latest announcement leaves many in the ad tech community feeling shocked - and downright relieved. Last week the tech giant stated they will be delaying the much anticipated removal of third party cookies by another 2 years. Last week in our podcast, we mentioned the clash between competition regulators in Britain and Google's Privacy proposals. This new delay will allow the CMA more time to properly evaluate Google’s privacy proposals in greater detail. This delay also reprieves many advertisers, publishers and developers who have been scrambling to get ready for the phase out, giving them more time to test alternative solutions. However, the news hasn’t deterred everyone from slowing down. Sell-side platform Magnite, for example, is maintaining the same level of attention and urgency to the demise of third party cookies, going full steam ahead with testing and determined to bring publisher first-party data at scale. (Sources: AdExchanger 1), AdExchanger 2)

It’s a well known fact that fraudsters profit from a lack of transparency in the advertising supply chain. This week, IAB Tech Lab released their “Supply Chain Validation” tool in an effort to further reduce the risk of fraud within the supply chain. This automated tool aims to allow publishers to validate legit sellers in both ads.txt and seller.json files, saving them time from having to check for irregularities manually and reducing the risk of any human error. (Source: AdExchanger)

Big news for Simpli.fi! Blackstone Group announced its 1.5 billion investment in the DSP on Monday. The investment not only stands to positively impact Simpli.fi’s growth but reinforces Blackstone’s stake in the growing digital advertising market. (Source: MarketWatch)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Frank & Lauralyn at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week! 

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Google’s latest announcement to delay the plan to remove third-party cookies, Innovid’s announcement to go public and increase its position in the CTV space, and a big investment by Blackstone in the ad tech market.

Hey there! This is Lauralyn & Frank at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of June 28th in ad tech, in 180 seconds. Let’s go!

Innovid made headlines with its plans to go public with a special purpose acquisition company (SPAC) last week. Expected to close in the fourth quarter, the deal is valued at approximately 1.3 billion for the TV ad tech company. This move pushes Innovid into a more strategic and competitive spot in the connected tv space over competitor Google’s Campaign Manager, with the former’s commitment to invest and focus solely on digital TV. The combined company will be operating under Innovid’s name moving forward. (Source: CNBC)

Google’s latest announcement leaves many in the ad tech community feeling shocked - and downright relieved. Last week the tech giant stated they will be delaying the much anticipated removal of third party cookies by another 2 years. Last week in our podcast, we mentioned the clash between competition regulators in Britain and Google's Privacy proposals. This new delay will allow the CMA more time to properly evaluate Google’s privacy proposals in greater detail. This delay also reprieves many advertisers, publishers and developers who have been scrambling to get ready for the phase out, giving them more time to test alternative solutions. However, the news hasn’t deterred everyone from slowing down. Sell-side platform Magnite, for example, is maintaining the same level of attention and urgency to the demise of third party cookies, going full steam ahead with testing and determined to bring publisher first-party data at scale. (Sources: AdExchanger 1), AdExchanger 2)

It’s a well known fact that fraudsters profit from a lack of transparency in the advertising supply chain. This week, IAB Tech Lab released their “Supply Chain Validation” tool in an effort to further reduce the risk of fraud within the supply chain. This automated tool aims to allow publishers to validate legit sellers in both ads.txt and seller.json files, saving them time from having to check for irregularities manually and reducing the risk of any human error. (Source: AdExchanger)

Big news for Simpli.fi! Blackstone Group announced its 1.5 billion investment in the DSP on Monday. The investment not only stands to positively impact Simpli.fi’s growth but reinforces Blackstone’s stake in the growing digital advertising market. (Source: MarketWatch)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Frank & Lauralyn at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week! 

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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