IAB addresses post-cookie “apocalypse”; Fear of coronavirus cancels upcoming MWC; and things to consider while doing an ad refresh.
The Interactive Advertising Bureau (IAB) is about to embark on a project that will rebuild digital advertising without cookies. Dubbed “Project Rearc” (for re-architecture), this multi-phase effort will build a replacement for third-party cookies on the major browsers within two years. The IAB is hoping to partner across brands, agencies, publishers and tech companies to make this happen. The goal is to come up with a new identifier that will work across different browsers and privacy standards and won’t rely on third-party cookies. The IAB says privacy will be the driving force on this project. Describing the current set-up as “messy and frightening,” IAB still acknowledges publishers, tech companies and direct brands all need targeted consumer data in to fuel their businesses.
As a starting point, IAB is proposing a hashed, encrypted email address or phone number. The ID will be passed through the normal programmatic chain: publisher to SSP to DSP to market. Project Rearc is much like Google Chrome’s Privacy Sandbox in as both are still being sketched out and both involve technology that hasn’t even been developed yet. But to be feasible, it will require technical innovation.
The Barcelona Mobile World Congress (MWC) for 2020 has been canceled for this year based on concerns the coronavirus global pandemic would throw the conference into chaos. The decision was preceded by many companies and exhibitors pulling out of the show. In a statement, the CEO for show organizer GSM Association (GSMA) said the outbreak has made it impossible to hold the event and the cancelation is in regard to ensuring a safe and healthy environment of the host country. The MWC is the world’s largest phone show and the GSMA represents more than 1,200 companies across the mobile ecosystem. There are 25 countries that have reported infections and the total infections have exceeded 42,000 and the total number of deaths is at more than 1,000. Originally, the GSMA tried allaying fears through increased disinfection measures on site and some personal recommendations like not shaking hands. But the ultimate decision to cancel is understood and supported by the Host City Parties. It will have a negative economic impact of 492 million euros to Barcelona and Spain, and also generates 14,100 part-time jobs.
A publisher’s use of a technique known as ad refresh boosts the number of impressions per session by ‘refreshing’ the ads shown on a page for active users, based on specific, pre-set triggers. Despite possible increases in revenue, ad refresh might not be right for every business.
Before a company jumps in with two feet on ad refresh, an expert panel at Ad Age has come up with eight important items for consideration. They involve considering your audience’s intentions, having a handle on a site’s bounce rate, looking at viewability criteria, and a determination of whether a page has high enough traffic. The panel also recommends a lot of measurement and testing and to keep the focus on user experience. It recommends using ad refresh on viewable ads and to come up with more interesting “creative” to get more mileage and to keep ad refresh fresh.
More advice on how publishers can adapt once Google’s Chrome web browser phases out third-party cookies. In a couple of years, Google will block the small data files that web browsers collect as people navigate through web pages. There is still a chance Google will extend that deadline if the digital marketing industry can’t come up with a better way to track people yet and still keep privacy controls. One way of being looked at is by compiling internet protocol addresses, browser versions, monitor resolution, and computer specifications. This will create a unique, anonymous digital profile of a user. And publishers can also still use their own cookies to keep track of folks and to identify people interested in seeing more ads about specific products and services. One important piece of advice is to be transparent about how this information will be used and to allow users to remain in control of personal data. In a third-party cookie-less world, it becomes more important to make connections with users based on trust and publishers must protect those relationships.
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