IAB Tech Lab is doing its bit to ensure ads remain targeted. They released a specification of Seller Defined Audiences, which creates standardized taxonomy for audiences based on publishers’ first party data. The taxonomy IDs will be used in programmatic ad bidding.
You have to admire the tenacity of adtech folk trying to salvage their ability to target individuals. The Trade Desk and LiveRamp have announced a plan work with Eureopan partners to build a GDPR-complaint identity solution, EUID. The foundations will be LiveRamp’s RampID and The Trade Desk-developed Unified ID 2.0. In theory, it’s all based on consented, first-party data, but newly-aggressive European regulators may take a closer look than they have in the past.
Ad sales platform Magnite has purchased Carbon, which helps publishers optimize their ad revenue through a combination of advertising, content, and audience analytics. You won’t be surprised they position this as a way to make better use of first party data, which I’m beginning to think is ready for its own theme park.
Nearly one-third of major news publishers have blocked generative AI tools from reading their content. But that’s a drastic measure which could also exclude their results from conventional search engines. Microsoft has just given publishers the option to block access by Bing Chat without also removing their content from search results. We’ll see if competitors do the same.