Ah, first-party data. Everybody loves you. That’s why programmatic adtech company TripleLift just spent a reported $150 million to purchase 1plusX, which enriches publisher first-party to create enhanced audience profiles. TripeLift itself was bought one year ago by Vista Equity Partners.
Now, on its 9th installment, the ACM has levied €45 million (of a maximum €50 million) in fines against Apple, payable if its demands are not met.
First-party data is also the punchline of this Advertiser Perceptions study on cross-screen video advertising, for Pubmatic. Most (54%) of the publishers they surveyed said that advertisers care more about targeting audiences across screens than targeting on specific screens. First-party data is what lets that happen. Related: just 28% of programmatic ads are bought on the open market; others go through private marketplaces or negotiated deals, where more data is available.
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.