Measuring Up: Privacy & Attribution

Ad Tech Insights

In Google We Trust? GAM Addresses compliance

The story: On May 2nd, the official Google Ad Manager LinkedIn account posted:

Coming soon, Google will support the MSPA US National Privacy Technical Specification (National String) as part of the IAB Tech Lab’s Global Privacy Platform (GPP).

Before we unpack GAM’s announcement, it’s first important to note that up to 17 states already have enforceable privacy laws or are pending legislation.

The two main approaches to compliance that have emerged include

1. Implementing a compliance program on a state-by-state basis, or
2. Taking a national approach by applying the strictest guidelines, like California’s statutes, across all jurisdictions, in a kind of blanket-compliance.?

Google’s LinkedIn post advocates for Option 2, the national approach, and a Google endorsement carries weight. This could have the potential to influence widespread adoption within the ad tech industry, making this development crucial for those in ad tech to monitor over time.?

The takeaway: A national approach could indeed simplify compliance processes across states, and Google's advocacy could set a precedent for standardizing privacy practices. However, the timeline for widespread adoption remains uncertain. This article by AdExchanger ’s Allison Schiff reminds us of Google’s 2018 promise to integrate the Transparency and Consent Framework into its CMP -- something which took two years of delays before finally going into effect two years later.?

Read More

Extra Industry Insights

• CVS Media Exchange (CMX) becomes an RMN contender by prioritizing measurement and attribution capabilities that align with Interactive Advertising Bureau and Media Rating Council standards for retail media measurement.
• CMX VP & General Manager Parbinder Dhariwal confirmed CMX plans to launch partnerships within the social space, similar to CMX’s previous LiveRamp data clean room offering, rolled out by Pinterest .
• Although linear TV still commands the largest investments from advertisers, it’s swiftly losing ground to CTV, as CTV’s targeting and measurement capabilities have outpaced that of linear TV, offering greater transparency and speed.?

Kevel Catch-Up

LIVE: Kevel's Ultimate Ad Server

Dive into Kevel’s exploration of ad servers to uncover their role in digital advertising, understand the ad serving processes, and gain a better understanding of what ad serving looks like in action. From the best ad serving examples to first-and third party ad serving, this guide has got you covered.?

Check it out here

Keep Learning

WATCH

The latest episode of The ADOTAT Show dives into digital marketplaces with Gary Mittman of KERV.ai , the man turning passive screen time into pixel-powered, interactive shopping sprees. From shoppable ads to contextual relevance, Gary talks about the future of online commerce and how to blend innovation with everyday browsing.?

READ

Roku , 三星电子 and VIZIO each used their NewFront presentations to introduce new ad options that go beyond the standard 15- and 30-second interstitials. Read all about it in this Digiday article.?

LISTEN

The latest episode of TheMadTech Daily Podcast from ExchangeWire talks how Big Tech regulation tightens in APAC, how social video spend is growing, and Reddit, Inc. 's rolling out of a new public data policy (Listening Time: 2:13).?