Advertising Digital Innovation
3 mins read

What was new in adtech this March

The coronavirus crisis has changed the landscape of our ecosystem, and at this moment it’s unclear as to what the lasting effects will be. As we all adjust to remote working, and what will be the “new normal” for the foreseeable future, publishers, brands and agencies are changing tactics to a situation never encountered before.

A prime example is publication Time Out which has rebranded, for the time being, to Time In to encourage readers in both New York and London to stay home and stop the spread of the virus. Caroline McGinn, Global Editor-in-Chief comments how its “loyal audience has fully embraced the focus on city content around supporting local businesses, providing inspiration and reporting news and initiatives emerging in the city”, The Drum reports.

As consumers take to working from home, publishers are seeing a hike in ecommerce content, particularly in home office equipment, pet supplies, and fashion. While verticals such as travel, real estate and events declined. Yet, Digiday reports that publisher platform and adtech vendor Sovrn has seen some retailers setting zero commission on some high demand items, and as a result, publishers could be losing out on 25% of their revenue. 

However, the pandemic may bring some breathing space for publishers as the World Wide Web Consortium is planning on lobbying against Google to delay the phasing out of third-party cookies, by a year. Campaign reports how the petition could be sent as early as next month.

Despite the news being filled with COVID-19, the cookie chaos still rumbles on as, this month, Apple made the move to become the first major internet browser provider to fully block third-party cookies. Adweek reports how the cross-site tracking policies which have been implemented on Safari will cause publishers further difficulty in monetizing from Safari users. The move will enhance user privacy by preventing earlier Intelligent Tracking Prevention (ITP) workarounds from adtech vendors, also known as fingerprinting, which enables cross-site tracking.

In other news from March, AT&T’s advanced advertising company, Xandr, announced it is working with AMC Networks, Disney, and WarnerMedia to enable data-driven, audience-based buying at scale for linear TV via Xandr Invest – its strategic buying platform. For US advertisers, the enhanced TV solutions will offer new ways to plan and activate audiences more consistently across TV media owners, according to Advanced Television. Through Xandr Invest, advertisers can now define a single audience across all participating TV media owners using Xandr or Nielsen data, as well as customising with their own first or third-party data.

PubMatic launched Audience Encore which is a new solution which they argue will significantly change the way publishers monetize audience data. According to ExchangeWire, PubMatic is the first Supply Side Platform (SSP) to allow publishers to activate both data and inventory across major programmatic channels including desktop, video and mobile devices. PubMatic claims Audience Encore will allow buyers and sellers to transact via deal IDs to create an efficient and secure process which will in turn offer more control and monetization potential for publishers and data companies.

Lastly, leading mobile monetization platform and programmatic ad exchange, PubNative has announced the approval of its latest Consent Management Platform (CMP) to join IAB Europe’s Transparency and Consent framework. The company’s plan for 2020 includes a myriad of measures to advocate for transparency in the industry. As governments worldwide pass laws and sign off on regulations to protect user data, publishers and SSPs are handling user data with explicit consumer permission. Through its IAB approved CMP, PubNative has committed to IAB’s framework for data privacy and can serve personalized ads without putting user data at risk of exposure or violating regulations.