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IAB Tech Lab Releases Specification for Standardized Audience Tags

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.

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The Trade Desk and LiveRamp Working on GDPR-Compliant User IDs

March 2, 2022

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.

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Most Marketing Ops Teams Are Centralized: Perkuto Study

August 15, 2022

Have you been debating whether marketing operations should be centralized or decentralized?  Neither have we, but it’s still interesting to learn that 59% of Marketo users told Perkuo their marops were centralized, 30% hybrid, and 5% decentralized.  More here on most- and least-used capabilities and most common weaknesses.  Is “marops” a thing?  “Markops” would be cooler, since it sounds like “marketing cops”.

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