Given the endless attention paid to the looming end of third-party cookies, it’s in some ways amazing that so many companies remain unprepared. Yet this analysis of traffic on the 33across ad exchange shows that cookies still drive about 75% of programmatic ad revenue, although the share is falling. Lots of industry detail here.
Syntasa offers tools to collect, unify, and activate customer data. Their latest announcement is something called “Data Ready for CDPs”, which seems to repackage existing features rather than offering any major new capabilities. Still, it’s worth knowing about if you’re looking for a tool to build and share unified customer profiles – a core CDP feature that some do better than others, and many “composable CDP” solutions lack entirely.
Sometimes ad fraud feels like the weather: people talk about it but don’t take action. One of the few positive steps has been IAB Tech Lab’s Supply Chain Object (SCO), introduced in 2019, to validate all parties involved in a bid request. Alas, Pixalate reports that 13% of SCOs are not marked as complete and 19% of marked as complete by SCO failed independent verification. The failed bids had 65% higher invalid traffic rates than the others.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.