This announcement from Experian and adtech vendor Yieldmo is intriguing but vague. What seems to be happening is that impressions in Yieldmo’s ad exchange are being enhanced with Experian data about the person who will receive the impression, and Yieldmo is using the same data to generate advertising materials tailored to that person. But the companies never quite say that, so it’s possible there’s less here than meets the eye.
Google has introduced a new data clean room service that lets advertisers target their messages to individuals on publisher sites without sharing identity data. Called PAIR (for Product Advertiser Identity Resolution), the approach uses encrypted email addresses to compare advertiser and publisher lists and then buy ads targeted at matching records. It’s a standard data clean room application but clients are saved the trouble of setting up a clean room of their own.
Time spent on social media platforms has fallen for the time since forever, according to Inmar Intelligence. At least part of the reason a shift from long format platforms like Facebook and Instagram, to short ones like TikTok. Bad news for advertisers, who will have less inventory, but probably good news for humanity.
In a follow-up to their January report, the U.K. Competition and Markets Authority raised the number of concerns they have with Privacy Sandbox to 79. Among other issues, they adopted the privacy concerns raised by another U.K. regulator, the Information Commissioner’s Office. Google’s recent decision to shift third-party cookie deprecation to next year might mean they saw this coming.