IAB Tech Lab will extend its Open Measurement SDK to Connected TV (CTV), starting in Q3. The extension lets a single piece of code deliver viewability information to any verification service the advertiser chooses. It also adds CTV-specific measures such as signaling if the TV is off when an ad is delivered, which seems like a useful thing to know.
Some standards are developed by industry bodies and others are imposed by industry leaders. Google Open Bidding lets third-party ad exchanges participate in real-time ad bidding. It’s been criticized for siphoning revenue to Google and creating duplicate ad bids. The Trade Desk dropped it in February and the Yahoo and Amobee demand side platforms dropped it last week. Pick your own Star Wars analogy.
Let’s burst some balloons today, Dear Reader. You know how everybody thinks no code and low code systems are taking over the world? Software selection service GetApp finds no/low code is the least widely adapted (33%) of a half dozen emerging technologies – far behind voice interfaces (59%), Internet of Things (53%), and chatbots (49%). Still worse, no/low code early adopters were twice as likely to report negative ROI as total marketers. True believers may counter that no/low code systems are so common that many people don’t realize they’re using... 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.