Email offers precise targeting without cookies but anti-spam laws make it hard to reach new customers. Portugal-based Emailbidding somehow gets around that problem with a service that lets advertisers bid on emails to external lists. They were just bought by Berlin-based Audience Serv, which also sells email prospecting campaigns but apparently without the fancy bidding mechanism.
When all the cookie dust has settled, contextual targeting may be the only way to reach mass audiences. So let’s note that Precise TV, a “kid-safe contextual advertising platform for YouTube”, has extended its reach to connected TV through a deal with video content classification vendor IRIS.TV. Back in the day, all TV ad buys were fundamentally contextual, but that was when media buyers chose from, like, five channels.
CDP Daily deals in just the facts, ma’am, so we weren’t going to write about the sure-to-be-changed Banning Surveillance Advertising Act introduced in Congress last week. But the industry opposition has been so overwrought – 17 Million Jobs at Risk! The Internet Will Die! – that we feel a need to inject some reality. The clearest analysis I could find says the law allows targeting based on first party data but not third party data. What’s not clear whether publishers could use their own (first party) data to target ads... Read More >
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.