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Improved transparency (of course …)
The Digital Advertising Alliance (DAA) has launched a certification program for Addressable Media Identifiers (AMI), which have become very important since ATT.
If you haven’t heard of AMI, don’t worry. It’s not a common term, at least not yet, although you may know them by a different name. Google UIDs and PPIDs are AMIs. I guess we don’t have enough three-letter acronyms (TLAs) in advertising technology.
Hold on tight: PRAM, the “Partnership for Responsible Addressable Media”, supported by IAB, WFA, ANA and other TLAs, transitional government on the AMIs at the DAA in February.
What are the other AMIs? Well, LiveRamp takes advantage of the AMI’s larger chart with its RampID (formerly IdentityLink, which went through IDL … a tough loss for TLAs).
And, didn’t you know, LiveRamp is the first vendor to accept AMI DAA certification. The review will cover LiveRamp’s RampID and Authenticated Traffic Solution (ATS), the products used by publishers to collect emails and PPIDs … I mean UID … or wait, AMI. In any case.
“DAA certification is an important step in improving the transparency and accountability of digital advertising,” according to a statement by Todd Parsons, Criteo’s chief product officer, in to release. Parsons is also referred to as “Chairman PMC of the Prebid Addressability Framework”. (Call it PAF, come on.) PMC stands for “project management committee”.
Time to drink.
A license for Swill
One of the main arguments of the EU antitrust against Google is that it deliberately belittles the value of its commercial technology to customers in order to improve its products by comparison. Last year, Google lost an appeal and was hit with a $ 2.8 billion fine for preferring their own comparison shopping search results.
A vision of this strategy could work again in a new lawsuit against Google and Microsoft’s search engine licensing business. Politic Relationships.
Google licenses search ads to online marketplaces and retailers, other search engines, such as Startpage and mobile phone manufacturers. Microsoft Bing is the white label search ad marketer for DuckDuckGo, Ecosia, Qwant, and other engines.
Data compiled by ad technology researchers – who are anonymous “for fear of damaging business relationships between Microsoft or Google” – would show that the big platforms are stealing quality advertisements for themselves and sending crude spam advertisements to licensees. Valuable searches like “buy a sofa online” invite relevant and rich media placements on the search home page, while a licensed service may not be able to serve an ad.
A Google spokesperson says advertisers choose whether to target only Google or the partner network. So guess it’s up to them to fix Google’s licensed search?
I see you on CD
The CDC tracked millions of phone locations while monitoring the spread of COVID-19 and the movements of people in the different stages of the quarantine.
It is not new. The center’s relationship with the SafeGraph location data provider for accessing pandemic data was previously reported two years ago. The data was used to track how border closures affected coronavirus rates, Vice and evaluate political agendas with the Navajo Nation.
Despite this, the relationship will certainly ignite, even if there is little substance.
The CDC was monitoring the curfew and attendance, but was not tracking people who broke the rules. He monitored the aggregate data to see if shopping or commuting had an impact on the spread of the disease.
Vice says the revelations “are likely to be controversial” even if the use of the data itself is nothing exceptional. Either way, the high-voltage vaccine mandate verifiers and conspiracy theorists following the government will no doubt make a fuss about the report.
This is not a compelling reason against the CDC’s use of location data to track the spread of COVID-19.
But that’s it: the same data could also be used for nefarious purposes. For example, SafeGraph data could be used to track where people came from or where they went after visiting a Planned Parenthood clinic.
But wait, there’s more!
Vice Media has hired financial advisors to look for a buyer and may be selling in pieces. [CNBC]
Lightshed Partners: Why is ChartYou Choosing Comcast’s Flex on Google TV in the tvOS War? [blog]
Speaking of which, Comcast Technology Solutions has launched a dynamic linear addressable ad insertion product. [release]
How the rivalry between Coca-Cola and Pepsi has shaped marketing and where it’s going. [Marketing Dive]
Publicis Groupe acquires software start-up ecomm Profitero for $ 200 million. [WSJ]
You are hired!
Frank Eineke, former CEO of Google’s global marketing partners, is the new CEO of ad blocker eyeo. [release]
Sarah Van Mosel joins iHeartMedia as Executive Vice President of iHeart Audience Network. [release]