Ready to give up on universal IDs and retreat to a walled garden? They have plenty of news too. Target has just connected its Roundel digital ad network with the CitrusAd self-service media buying tool. And Comcast’s FreeWheel adtech group is piloting a new system that creates combined audiences across linear and digital video platforms.
Mediavine, which offers services to Web site publishers, is also making it easier for their clients to append shared IDs to their visitor data. They’ve just added ID5 to their list of ID partners, which already included LiveRamp and The Trade Desk-developed Unified ID 2.0. Separately: identity graph vendor Infutor has announced support for Unified ID 2.0.
Consumer attitudes changed significantly during the pandemic, according to this Merkle survey. While quality and price are still the most important factors in purchase decisions, their weight fell while customer service, personalization, and brand became more important. Even more intriguing: consumers became more willing to share personal data in exchange for greater convenience and personalized experiences.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.