Behind Headlines: 180 Seconds in Ad Tech — Lawsuits & Set Backs In Addressability

3
at
3
minutes
Technical Level
June 18, 2021
Frank Maguire
VP Sales Enablement
Lauralyn Lamarche
Director of Brand & Communications

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about privacy and addressability, from a setback to Google’s plan to remove third-party cookies by the UK, a lawsuit from the Irish Council for Civil Liberties to the growing sense of “identity solution fatigue” in the market.

Hey there! This is Lauralyn and Frank at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of June 14th in ad tech, in 180 seconds. Let’s go!

The long awaited removal of cookies on Google’s Chrome browser is delayed...for now. The Competition and Markets Authority in Britain has secured commitments from Google to address concerns in their proposals to remove third party cookies. Google will publicly disclose results from testing alternatives to the CMA, while ensuring there will be no preferential treatment to Google's advertising sites and products. The CMA’s decision to accept or reject Google’s proposed commitments would be legally binding and apply globally. (Source: CNBC)

A privacy lawsuit involving New York’s IAB Tech Labs and the Irish Council for Civil Liberties is being brought to court over RTB. At the forefront of the lawsuit, former ad tech insider turned whistleblower Dr. Johnny Ryan argues the RTB system breaches GDPR’s core founding principle to ensure the protection and privacy of personal data. Coupled with the lack of security measures involved in the ad auction process, IAB Tech Lab’s audience taxonomy documents do not limit what companies can do with the information they collect - leaving people’s data vulnerable to outside parties. This latest privacy lawsuit is but one of several litigation pursuits since the GDPR’s inception in 2018. (Source: TechCrunch)

As the deadline for the removal of third-party cookies draws near, a growing sense of identity solution fatigue is settling in for marketers. Having a one size fits all strategy is not sustainable; as suggested in an article published by Digiday, marketers will need to explore and adopt a “rounded, cohesive data strategy” leveraging both probabilistic and deterministic approaches to get ahead of the curve. In addition, performing data audits, developing a stronger first-party data strategy, and working with partners to understand their offerings will be key steps for marketers to cut through the noise and put them in the best position moving forward. (Source: Digiday)

Amazon will be the only DSP able to buy Amazon Fire TV’s SSP inventory. Initially, the plan was to launch the CTV program with both The Trade Desk and dataxu as inaugural DSP partners. Following the acquisition of dataxu by Roku, cutting it out simply made competitive sense but the removal of The Trade Desk killed off its initial intent to create an open programmatic Fire TV platform. As noted in an article posted on Adexchanger, this latest move proves to be another example in the growing dominance of walled gardens in the advertising market. (Source: AdExchanger)

Spotify announced the launch of “Greenroom”; a live audio app to connect creators with their audience. Spotify’s Greenroom is one of several challenging the popular audio app Clubhouse, alongside the first public test of Facebook’s Live Audio Rooms on Tuesday and Twitter’s Spaces launched back in April. Spotify also plans to launch a Creator Fund that will pay audio creators for their work. (Sources: AdExchanger & Variety)

Thanks for tuning in! For more in-depth information, 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 privacy and addressability, from a setback to Google’s plan to remove third-party cookies by the UK, a lawsuit from the Irish Council for Civil Liberties to the growing sense of “identity solution fatigue” in the market.

Hey there! This is Lauralyn and Frank at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of June 14th in ad tech, in 180 seconds. Let’s go!

The long awaited removal of cookies on Google’s Chrome browser is delayed...for now. The Competition and Markets Authority in Britain has secured commitments from Google to address concerns in their proposals to remove third party cookies. Google will publicly disclose results from testing alternatives to the CMA, while ensuring there will be no preferential treatment to Google's advertising sites and products. The CMA’s decision to accept or reject Google’s proposed commitments would be legally binding and apply globally. (Source: CNBC)

A privacy lawsuit involving New York’s IAB Tech Labs and the Irish Council for Civil Liberties is being brought to court over RTB. At the forefront of the lawsuit, former ad tech insider turned whistleblower Dr. Johnny Ryan argues the RTB system breaches GDPR’s core founding principle to ensure the protection and privacy of personal data. Coupled with the lack of security measures involved in the ad auction process, IAB Tech Lab’s audience taxonomy documents do not limit what companies can do with the information they collect - leaving people’s data vulnerable to outside parties. This latest privacy lawsuit is but one of several litigation pursuits since the GDPR’s inception in 2018. (Source: TechCrunch)

As the deadline for the removal of third-party cookies draws near, a growing sense of identity solution fatigue is settling in for marketers. Having a one size fits all strategy is not sustainable; as suggested in an article published by Digiday, marketers will need to explore and adopt a “rounded, cohesive data strategy” leveraging both probabilistic and deterministic approaches to get ahead of the curve. In addition, performing data audits, developing a stronger first-party data strategy, and working with partners to understand their offerings will be key steps for marketers to cut through the noise and put them in the best position moving forward. (Source: Digiday)

Amazon will be the only DSP able to buy Amazon Fire TV’s SSP inventory. Initially, the plan was to launch the CTV program with both The Trade Desk and dataxu as inaugural DSP partners. Following the acquisition of dataxu by Roku, cutting it out simply made competitive sense but the removal of The Trade Desk killed off its initial intent to create an open programmatic Fire TV platform. As noted in an article posted on Adexchanger, this latest move proves to be another example in the growing dominance of walled gardens in the advertising market. (Source: AdExchanger)

Spotify announced the launch of “Greenroom”; a live audio app to connect creators with their audience. Spotify’s Greenroom is one of several challenging the popular audio app Clubhouse, alongside the first public test of Facebook’s Live Audio Rooms on Tuesday and Twitter’s Spaces launched back in April. Spotify also plans to launch a Creator Fund that will pay audio creators for their work. (Sources: AdExchanger & Variety)

Thanks for tuning in! For more in-depth information, 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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