Things just ain’t the same for mobile. Times are changing, and signals are disappearing.

We recently outlined what mobile marketers need to know about the Android Privacy Sandbox. Now, we turn our lens toward publishers.

Google’s Android Privacy Sandbox isn’t just another update — it’s a fundamental overhaul of mobile ad infrastructure enhancing user privacy, and impacting how ads are served and measured. But as with any ad tech update, every overhaul comes with both opportunity and complexity. This guide aims to break down these changes, offering a balanced view of what publishers can expect — and what they should watch out for along the way.

What’s Really Going On Inside the Android Privacy Sandbox?

Android Privacy Sandbox is Google’s response to the increasing demand for user privacy. It’s designed to create a delicate balancing act of protecting personal data while still enabling effective advertising.

For publishers, the transition requires rethinking how ads are targeted and measured. While Google presents the Sandbox as a solution to the privacy dilemma, it’s critical to assess whether it meets publishers’ needs without introducing new challenges.

Can it live up to the mobile IDs of the past? Is this really the silver bullet it claims to be?

Core Objectives:

Protecting User Privacy: While this is crucial, what happens to data granularity and advertiser effectiveness when third-party access is restricted?

Balancing Personalization with Privacy: Can the Sandbox deliver personalized ad experiences without compromising user privacy? This is the tightrope that the Sandbox attempts to walk — relevance without invasiveness.

Redefining Measurement Tools: The new APIs promise precise metrics, but the transition might come with trade-offs in data richness and complex implementation.

Showdown: Android Privacy Sandbox vs. SKAdNetwork vs. Ad Attribution Kit

Why pit the Android Privacy Sandbox against Apple’s SKAdNetwork and Ad Attribution Kit? Because they all address balancing privacy with effective advertising — but in distinct ways. By understanding these differences, publishers can make smarter choices about which strategies to adopt as they navigate mobile privacy.

The Publisher’s Playbook: Opportunities and Potential Pitfalls

1. Cross-App Tracking: The End of an Era?

The decline of cross-app tracking is more than a simple shift. It forces data collection strategies that could either unlock new opportunities or leave gaps in your data.

2. Ad Targeting and Measurement: New Tools, New Complexities

The new Sandbox APIs promise a lot but also require a leap of faith. Will these tools deliver the precision they claim, or will they leave publishers with a diluted version of what was once possible?

3. Revenue Implications: Walking a Tightrope

The impact on revenue streams is real. While contextual ads and first-party data are touted as solutions, the practical implications could be more nuanced.

Real-World Experiences: Insights from Early Adopters

1. Gameloft’s Strategic Leap: Testing the Limits of Privacy-First Ad Measurement

Gameloft, a mobile gaming titan, has been at the forefront of adopting the Android Privacy Sandbox. Partnering with Singular, they tested the Attribution Reporting API, balancing effective ad measurement with the demands of user privacy. Their journey highlights both the promise and the challenges of adapting to these evolving standards, particularly in maintaining data accuracy and targeting precision.

2. Verve Group’s Bold Move: Redefining On-Device Bidding with Privacy Sandbox

Ad tech innovator, Verve Group, is pioneering on-device bidding through the Android Privacy Sandbox, focusing on the Protected Audiences API. By moving auctions to the user’s device, Verve reduced data transfers, aligning with privacy goals. But not without running into significant hurdles. Their collaborative work with partners like Remerge has been essential in overcoming these technical challenges, from latency issues to complex implementation requirements.

The Realities of Implementation: What Publishers Need to Know

1. Implementation Complexities: The Devil’s in the Details

Implementing these new APIs requires more than a simple update — it’s an extensive reworking of infrastructure. Publishers should invest significant resources into testing and development to ensure these systems work effectively. Expect compatibility issues.

2. Latency: The Hidden Cost of Privacy

On-device processing is a cornerstone of the Android Privacy Sandbox, but latency can become a significant issue, impacting ad delivery, viewability, speed, and efficiency.

3. Data Accuracy: A Double-Edged Sword

Privacy-preserving methods often result in less data granularity. While this protects users, it can also undermine ad targeting precision and measurement, leaving publishers questioning whether the benefits outweigh the drawbacks. Will we still be able to hit KPIs?

Game Plan For Sailing Mobile’s Privacy-Preserving Seas

1. Hoist Your Sails, But Chart Your Course Wisely

Early adoption is key to catching wind and gaining momentum but plot your journey carefully. Don’t drink the Kool-Aid just yet. Thorough testing and validation are necessary before full-scale implementation, ensuring you’re prepared for the uncharted waters.

2. Steer Your Ship with Trusted Crew

Partnering with reliable DSPs, SSPs, and MMPs is crucial for steering the complex waters. Ensure these alliances are aligned, guiding you towards your specific goals — not just drifting the tide of broad industry trends.

3. Keep a Steady Hand on the Helm: Embrace New Standards, But Stay Informed

As you sail through the shifting currents of the Android Privacy Sandbox, keep a watchful eye on the horizon. While the new Attribution Reporting API offers potential, it’s vital to understand what’s being gained — and what might be lost. Stay informed and ready to adjust strategies as the seascape evolves.

Looking Forward: A Cautious Path to the Future

1. Stay Critical, Stay Agile

As the Android Privacy Sandbox develops, keep a close eye on updates. While it promises much, the reality may require agile adjustments to strategies and expectations.

2. Evolve with the Technology, But Manage Expectations

This shift isn’t a survival strategy — it’s about evolving. But evolution is complex and often slower than anticipated. Prepare for a marathon rather than a sprint.

The Android Privacy Sandbox is not a cure-all, publishers need to navigate these changes carefully, balancing new opportunities with potential pitfalls. By staying informed, skeptical, and proactive, you can make the most of this transition — without falling victim to the hype.

Additional Resources:

– Google Privacy Sandbox Documentation

– AppsFlyer’s Guide to Privacy Sandbox 

The post Dissecting the Android Privacy Sandbox: A Critical Guide for Publishers appeared first on AdMonsters.

In June, we had an exclusive sit-down with Vegard Johnsen, Chief Product Officer at eyeo, who predicted Apple was brewing something big with its Web Eraser feature.

Fast forward to August, and Apple officially introduced Distraction Control — an evolution of the Web Eraser concept that’s already sending ripples through the industry.

What Is Distraction Control?

Distraction Control is not just a fancy pop-up blocker. It’s a user-empowerment tool enabling Safari users the power to hide distracting elements on websites. While Apple carefully distinguishes this feature from traditional ad blockers, the implications are clear: publishers and advertisers must rethink their strategies to survive.

The feature has sparked controversy, especially among publishers who rely on ad revenue and subscription prompts to stay afloat. Apple’s quiet roll-out of Distraction Control in the latest iOS 18 beta is a stark reminder that the tech giant isn’t afraid to shake things up in the name of user experience.

In this follow-up Q&A, Vegard Johnsen returns to share his insights on how Distraction Control could affect publishers, advertisers, and the broader ecosystem. Spoiler alert: this is just the beginning of a new era where user experience reigns supreme, and publishers must evolve — or risk becoming obsolete.

The Revenue Impact: Are Subscription Models at Risk?

Lynne d Johnson: How do you foresee Apple’s Distraction Control feature affecting publishers’ ability to generate revenue, especially those relying on subscription sign-ups and mailing lists?

Vegard Johnsen: Subscription sign-ups, mailing lists, and similar mechanisms to generate revenue are a numbers game. Most users ignore or dismiss these messages most of the time. There have always been incentives to reach the right user at the right time, with the right message. But for the most part, the cost of being lazy was low, so many were lazy, deploying spray-and-pray tactics. Now, with Distraction Control, being lazy is going to get more expensive because users will have more agency in removing these elements.

However, I do imagine that some kind of crowdsourcing of user action is on the roadmap in the future. The obvious way to go with this feature is to offer users to opt-in to crowdsourced feature removal. In that case, the impact could be quite significant since it wouldn’t be limited to just the individual user.

But perhaps this is good news for high-quality content creators who engage with the user respectfully, at the right time, and with the right message. It may lead to these “good” publishers standing out with more signal amongst the noise. Ultimately, there would be fewer bad apples (no pun intended) to spoil the bunch.

Ad Blocker or Not? Understanding the Fine Line

LdJ: Distraction Control has been described as not being an ad blocker. How does this distinction affect the broader ecosystem of online advertising and content monetization?

VJ: One could easily imagine this feature evolving to better cover dynamic content. The biggest reason for that development is simple game theory — there will now be an incentive to make ‘everything’ dynamic (i.e., adding dynamic elements to subscription sign-ups and mailing list prompts).

Striking the Right Balance: User Experience vs. Publisher Needs

LdJ: What balance should be struck between enhancing user experience by removing distracting content and maintaining publishers’ needs to engage users with necessary overlays like cookie consent and subscription prompts?

VJ: That balance has always been necessary, of course, but Distraction Control takes it to a new level. Now users have more choices if they are not happy — not just by bouncing off the site but by also taking control and removing elements. For elements where data is available and timing is discretionary (such as subscription prompts), it becomes extremely important to show the right message at a time that works for the user. Failure to do so may mean the dialog is gone forever.

For other messages where timing and/or data is not available to customize (such as cookie consent notices), one could expect to see pre-messages (such as the ones that often precede the IDFA dialog box) warming up the user. But, perhaps this is also going to spur the industry to move away from dark patterns — from asking for consent for 900 vendors and instead towards asking for a more reasonable number, thereby making the UX more balanced.

For sites to get signals on what direction to take, it would be great to see some kind of feedback feature for the content owner. This feature could share details on what elements are being removed, so publishers can learn what users have issues with and what they don’t.

Industry Response: Adaptation or Resistance?

LdJ: Given the concerns raised by industry associations about similar features in the past, how do you think publishers and advertisers might adapt to or resist this new feature?

VJ: One obvious way the industry might resist is to start adding dynamic elements to messages to avoid ‘detection’ by this feature. But, that kind of cat-and-mouse game would incentivize Apple to make the feature more blunt and powerful, so this is not a good path. Given that, at least for now, the feature requires users to actively remove the content.

So, the reasonable path will be to ensure that the elements on the page stay below the activation threshold. By having a good ratio of content to other elements, and by reducing and avoiding distractions and interruptions, users will have no reason to take action.

The Future of Content Monetization: Evolution or Revolution?

LdJ: What long-term implications do you see for content creators if features like Distraction Control become standard across browsers? Could this lead to new forms of content monetization?

VJ: To me, this is simply an evolution of users taking control of their online experience. They have plenty of options today, from choosing a browser to suit their needs to installing extensions and apps to improve their visual, privacy, and data experience. Browsers are a competitive space, particularly post-DMA, so I would be surprised if other browsers did not follow suit, particularly if this feature proves to be popular with users.

Fundamentally, users are happy to support content creators, but they want the balance to be right. Given that I don’t see the need for new forms of content monetization or any special action by content creators, when it comes to those publishers with a good user experience already, this is something to celebrate.

Rethinking Ad Strategy: Opportunities Amid Challenges

As publishers and advertisers grapple with the implications of Apple’s Distraction Control, the focus must shift toward more user-friendly ad strategies. One effective approach could be reducing intrusive pop-ups in favor of smaller, more subtle placements that integrate seamlessly with the user experience. There’s also potential value in publishers seeking direct buys with advertisers, which can ensure higher quality placements than those typically filled by programmatic platforms.

Interestingly, the need for users to actively hide ads creates a unique opportunity, as those ads might attract more attention offering useful insights into user behavior. Still, the key to thriving this new thorn in your side is to prioritize user experience.

The post What Apple’s Distraction Control Means for Publishers appeared first on AdMonsters.

As Google’s Android Privacy Sandbox gears up for its anticipated 2025 launch, mobile marketers need to stay ahead of the curve. Remerge, a leading Demand Side Platform (DSP), is at the forefront of this transition, collaborating  with Google and other ad tech partners, such as Verve, AppsFlyer, Adjust, and Singular, to ensure a seamless shift. Luckey Harpley, Staff Product Manager at Remerge, sheds light on what this means for the future of mobile marketing and how to navigate this new landscape.

Why Is Mobile Marketing Shifting to Privacy-First Advertising?

The rise of AI and sophisticated machine learning algorithms showcases the benefits of new technologies, but it also highlights the dangers of these advancements. People want more control over how big tech businesses manage their data. The advertising world is moving towards a privacy-centric future and marketers must adapt.

Apple made the first privacy move on mobile with the launch of its App Tracking Transparency (ATT) framework in 2021. Google’s answer is the Privacy Sandbox, a set of APIs to facilitate the selling, buying, and targeting of in-app ad placements, without requiring third-party cookies in Chrome or cross-app identifiers on Android. For Android, this will provide tracking and reporting via its Attribution API, targeting through Topics and Protected Audiences APIs, and data collection and handling via the SDK Run Time.

Why are DSPs Like Remerge Already Working on Solutions for the Android Privacy Sandbox?

It’s important to avoid a situation like the ATT rollout, where advertisers and publishers were left in the dark before its launch and struggled to understand how to run campaigns after it came into effect.

We want to ensure everything is ready for mobile marketers to run privacy-compliant advertising campaigns on Android without experiencing a drastic decline in performance. Android maintained its position as the leading mobile operating system worldwide in the first quarter of 2024, with a market share of 70.7% so this transitional period is crucial for the well-being of the mobile marketing ecosystem.

Does Google’s Decision to Keep Third-Party Cookies on Chrome Change Anything?

Google recently announced that they no longer plan to deprecate third-party cookies on Chrome and emphasized giving users the choice to opt-in to tracking. This update is unrelated to mobile. A similar approach is likely to happen on Android, where the GAID remains intact, and users can choose whether to share this with advertisers. In this scenario, nothing would change for mobile DSPs and their investment into Google’s APIs – the Android Privacy Sandbox would remain an essential framework for privacy-preserving advertising campaigns.

What Has Remerge Tested and Why Should Mobile Marketers Take Notice?

Remerge’s Research and Development team has been working on the Sandbox for over 1.5 years. They’ve focused on testing the Protected Audience API, which will allow advertisers to run retargeting campaigns on Android.

Tests have been completed with Mobile Measurement Partners (MMPs) like Adjust, AppsFlyer, and Singular. This includes developing a proof-of-concept for Custom Audience Delegation, a mechanism required for remarketing in Sandbox. This allows an MMP SDK to add users to custom audiences on behalf of advertisers based on their in-app behavior. Additionally, the first DSP/SSP on-device bidding test was conducted with Verve. These are small steps but important milestones for Sandbox testing, demonstrating that the Protected Audience API and custom audiences mechanisms are working as planned and validating product capabilities.

How Will a Mobile Marketing Manager’s Life Change When the Sandbox Rolls Out?

Advertisers won’t experience a considerable change in the buying process. At Remerge, marketers will continue to share their user data, desired campaign segmentation, and budget with the Account Management team as usual. Remerge will still be able to target users according to activity within an advertiser’s app and run creatives such as static and video. There’ll be no changes to CTR and CPX reporting, and for ROAS reporting, the data will likely have limited dimensionality, focusing on campaign and country-level reporting.

Google and its partners are doing the heavy lifting on the technical setup. Compared to ATT, the Android Privacy Sandbox is not only far more powerful with its targeting capabilities but also much more complex. This is a completely new tech stack with privacy-preserving mechanisms, and while we might see some performance dips initially, the long-term benefits are expected to be significant.

What About User Acquisition (UA) Campaigns?

While the focus has been on retargeting and the Protected Audience API, the Protected App Signals is supporting UA on Android. Although no industry players have made proposals on the Protected App Signals API yet, advertisers should reach out to their UA partners to discuss their plans.

What Can Mobile Marketers Do Right Now?

Advertisers should start finding a partner equipped to run mobile marketing campaigns on Android. Early adopters like Remerge, who have helped shape components of the Privacy Sandbox framework, will be well-positioned to hit the ground running when it launches.

The post What Should Mobile Marketers Know About the Android Privacy Sandbox Launch? appeared first on AdMonsters.

When Apple introduced App Tracking Transparency (ATT), it sent ripples through the digital ad world. Now, Apple is back with another major update: AdAttributionKit (AAK) — the sequel no one saw coming. Announced at WWDC 2024, AAK is set to redefine ad attribution, offering more flexibility, better insights, and a robust privacy-first approach. It’s like SKAdNetwork (SKAN) got a Tony Stark upgrade, complete with a nanotech Mark 50 suit of armor.

The framework will be available from iOS 17.4 onwards, with some features still in beta and slated for release in iOS 18. While AAK builds on SKAN’s foundation, it brings new tricks to the card table, like re-engagement capabilities and a developer mode that makes testing a breeze. Just keep in mind some features are still cooking in the beta oven, and with alternative app marketplaces still finding their feet, AAK’s full impact might take a hot minute to materialize.

Is it the holy grail we’ve all been missing? Let’s dive in and discover how this new framework revolutionizes ad attribution for app publishers, comparing it to SKAN, exploring its key features, and examining its impact on privacy compliance and ad performance.

What is Apple AdAttributionKit?

AdAttributionKit is Apple’s latest framework for measuring ad-driven app installs and user actions. Building on the foundations of SKAN, AAK brings significant enhancements to improve the attribution process. AAK works across both the App Store and alternative app marketplaces, making it a true cross-platform player. It supports multiple advertising formats, including static images, videos, audio, and interactive ads, all while preserving user privacy by limiting the data included in attribution postbacks.

Key Features: AAK’s Superpowers Unveiled

1. Multi-Store Support: AAK isn’t playing favorites. It supports alternative app marketplaces, making it a must-have for regions like the EU where app diversity is the name of the game.

2. Re-engagement Campaigns: Remember that user who ghosted your app? AAK lets you track and woo them back for up to 35 days after they re-engage. It’s like having a second chance at digital love.

3. Enhanced Creative Support: From static images to videos and interactive ads, AAK’s got you covered. It’s an all-you-can-eat buffet of ad formats.

4. Universal Links: Deep linking just got deeper. AAK can send users to specific in-app locations faster than you can say “user experience.”

5. Developer Mode: Testing made easy? It’s not a myth anymore. AAK cuts the BS from testing by removing time randomization and shortening conversion windows. It’s like having a time machine for your ad campaigns.

6. Privacy-First Design: AAK keeps user data locked down tighter than a submarine hatch. It’s all about crowd anonymity and aggregated data.

7. Fraud Prevention on Steroids: AAK is not messing around with ad fraud. It demands ads display front and center in the foreground, ensuring those impressions are as real as it gets.

AAK in Action: A Mobile Game Publisher’s Journey

Imagine you’re running a mobile game. With AAK, you could:

1. Track a user who clicks an ad on a third-party app store.
2. Measure their in-game purchases over 35 days.
3. Re-engage them with a targeted ad if they become inactive.
4. Analyze the entire journey with privacy-compliant data.

SKAdNetwork vs. AdAttributionKit: The Showdown

Think of SKAdNetwork as Thor’s trusty hammer Mjolnir, and AdAttributionKit as his upgraded axe Stormbreaker.  They’re both powerful tools, but AAK brings some new tricks to the battlefield.

Key differences include:

Scope and Reach: SKAN was exclusive to the App Store, whereas AAK extends to multiple app marketplaces, future-proofing your attribution strategy.
Re-engagement: AAK brings the ability to re-engage lapsed users, critical for maintaining user base continuity.
Creative Flexibility: AAK offers a broader array of ad formats, providing more creative freedom to let your creative flag fly.
Privacy: Both prioritize user privacy, but AAK enhances privacy controls with stricter features cranking it up to 11.
Performance Measurement: AAK provides more granular data to help fine-tune campaigns to perfection.

AAK and SKAN: Working Together

The good news is that AAK and SKAN can work together seamlessly. Here’s how:

1. Dual Implementation: Developers can implement both AAK and SKAN simultaneously, allowing for a smooth transition and leveraging the strengths of both systems.

2. Attribution Determination: When both AAK and SKAN impressions are present, the system considers all impressions together. It sorts them based on:

• Click-through vs. view-through (click-through takes precedence)
• Timestamp (most recent impressions prioritized)
• A maximum of six impressions are considered for any conversion.

3. Single Winner: Only one impression can win for a conversion, regardless of whether it came from AAK or SKAN.

4. Consistency in Privacy: Both AAK and SKAN maintain Apple’s commitment to user privacy, ensuring that the combined use doesn’t compromise data protection.

Is SKAdNetwork Dead?

Not quite. Like Vision transforming into White Vision, SKAN isn’t gone – it’s just evolving. Think of it as a gradual transition rather than an abrupt switch. Publishers should begin integrating AAK while continuing to use SKAN, ensuring a seamless shift as AAK becomes the standard.

Show Me the Money: AAK’s Monetization Magic

With AAK, you’re giving advertisers front-row seats to their campaign performance. The re-engagement feature alone is like capturing the brass ring for many advertisers. Add the improved creative support and more granular attribution data, and you’ve got a recipe for happier advertisers and potentially fatter checks for publishers.

AAK’s features translate directly to improved monetization potential:

• Higher ROAS through more accurate attribution.
• Targeted re-engagement to bring back valuable users.
• Cross-store insights to optimize campaigns across multiple app marketplaces.

But, AAK’s impact might hit differently for various app publishers. Game devs might be doing a happy dance over the re-engagement features, perfect for bringing back those high-value players like Ant-Man shrinking into the Quantum Realm and emerging right when you need him. Meanwhile, utility app publishers could be eyeing those cross-store insights, ready to optimize their campaigns across multiple marketplaces. It’s like the Avengers assembling, with each publisher getting to pick their favorite hero’s power to supercharge their ad game.

Privacy in the Spotlight: How AAK Addresses ATT Challenges

While AAK doesn’t entirely eliminate the hurdles posed by ATT, it offers new solutions — like Doctor Strange opening a portal to bypass obstacles. AAK provides privacy-compliant ways to measure ad effectiveness and re-engage users, addressing some of the data granularity and retargeting challenges introduced by ATT.

Key privacy features include:

• Privacy-First Design: Maintains user anonymity while providing valuable insights.
• Aggregated Data: Offers campaign performance metrics without individual user tracking.

Tech Setup: Your AAK Implementation Roadmap

Getting AAK up and running isn’t rocket science, but it’s not exactly a walk in the park either. Here’s a quick guide:

1. Update iOS: Ensure your app supports iOS 17.4 or later.
2. Integrate the Framework: Add the AdAttributionKit framework to your app.
3. Configure Ad Networks: Align your ad networks to work with AAK for accurate attribution.
4. Set Up Postback Endpoints: Establish endpoints to receive attribution data.
5. Leverage Developer Mode: Use it for rigorous testing and fine-tuning.
6. Opt-in for Winning Postbacks: Developers can receive copies of winning postbacks by adding the ‘AttributionCopyEndpoint’ key to their app’s Info.plist file. This enables receiving the same postback data that ad networks receive for winning attributions, providing valuable insights into your app’s performance.

The Infinity Stones: What Publishers Need to Know About AdAttibution Kit

• Privacy First: AAK continues Apple’s user privacy crusade. Embrace it or risk being left behind in the digital dust.
• Flexibility is Key: With support for multiple app stores, AAK future-proofs your attribution strategy.
• Re-engagement is Gold: Don’t underestimate the power to bring back lapsed users. It’s like finding money in your old coat pockets.
• Creative Freedom: More ad format support means more opportunities to shine.
• Gradual Transition: Start planning for AAK now, but don’t pull the plug on SKAN overnight. It’s a marathon, not a sprint.

Preparing for the Future

AdAttributionKit isn’t just an improvement over SKAdNetwork – it’s a significant leap forward in mobile ad attribution. It offers publishers and app developers a powerful blend of enhanced insights, improved monetization potential, and advanced tools for privacy-preserving ad attribution, addressing many of the pain points brought on by ATT.

Embracing AAK will be crucial for staying competitive and maximizing ad revenue in the evolving mobile advertising marketplace. As Nick Fury might put it, “You’ve got the tools. Now, show them what you’re made of.” AAK is the next phase in the attribution endgame—time to take charge.

The post What Is AdAttributionKit (AAK): Apple’s Next-Gen Tool for Smarter, Privacy-Focused Ad Attribution? appeared first on AdMonsters.

The 2024 AdMonsters Dream Team comprises carefully selected industry powerhouses recognized for their exceptional innovation, dedication, and trailblazing spirit in turning digital ad challenges into realized revenue gold.

These ad ops wizards and revenue rockstars were chosen to represent who AdMonsters would hire if they were launching an ad ops team. They have earned their places among the best of the best, redefining the boundaries of possibility in the dynamic world of ad tech. The Dream Team will be celebrated at Publisher Forum Boston, taking place August 4-6, with roundtables, in-depth conversations and networking with fellow publishers.

Meet the 2024 Dream Team
AdMonsters is proud to introduce the inaugural members of the 2024 AdMonsters Dream Team and their appointed roles:

Scott Messer – CRO
Current: Principal & Founder, Messer Media

Matthew Kent – SVP, Client Services
Current: VP, Client Services, Tubi

Connie Walsh – SVP, Yield & Monetization
Current: VP, Advertising, Legacy.com

Linda Chen – VP, Revenue Operations
Current: Director, Programmatic Revenue Strategy, Chegg

Zip Nguyen – VP, Business Intelligence
Current: Business Intelligence & Yield Lead, BBC

Pooja Singh – VP, Data & Analytics
Current: Director, Data Science, Kroger Precision Marketing

Kevin Antoine – Head of Programmatic
Current: Head of Digital Inventory Optimization, Graham Media Group

Addy Atienza – Head of CTV Revenue Operations
Current: VP, Programmatic Revenue and Operations, Streaming TV, Trusted Media Brands

Catherine Beattie – Head of Mobile Monetization
Current: Director of Programmatic, WeatherBug

Lauren Farber – Head of Sales Operations
Current: Advertising Tooling & Infrastructure, Netflix

Kimberly Hall – Sr. Director, Ad Operations
Current: Director of Digital Ad Operations, & Technology, Farm Journal

Jasper Liu – Sr. Director, Yield Management
Current: Sr. Programmatic Yield Analyst, Daily Mail/Mail Online

Sarah Webb – Manager, Ad Products
Current: Ad Production Coordinator, Bloomberg

See the Dream Team and learn more here.

“We are absolutely thrilled to introduce the AdMonsters Dream Team, celebrating the top talent in digital advertising operations. These professionals have demonstrated exceptional innovation and dedication, embodying the essence of our community and charting the course for its future. We eagerly anticipate how their expertise will inspire and elevate the entire industry,” said Becky Peck, Group Publisher, AdMonsters.”

“The Dream Team initiative underscores our commitment to fostering excellence and leadership within the AdMonsters community,” added Lynne d Johnson, Content Director, AdMonsters. “By bringing together these industry leaders, we are creating a powerful platform for collaboration and growth. We can’t wait to see the magic they will bring to our events and the broader digital advertising landscape. We look forward to the innovation, leadership, and inspiration the 2024 Dream Team will bring to the AdMonsters community and the digital advertising industry at large.”

About AdMonsters Dream Team
The AdMonsters Dream Team program celebrates the most influential and innovative minds in digital advertising operations. Members are handpicked for their outstanding contributions and leadership in their fields. As Dream Team members, they will receive widespread recognition, participate in exclusive Publisher Forum events, and enjoy special privileges designed to further enhance their professional journey.

For publishers in the digital advertising industry, the Dream Team represents an unparalleled resource of expertise and innovation. The insights and leadership of these professionals will empower publishers to navigate the complex digital ad ecosystem, optimize their revenue streams, and enhance audience engagement. By collaborating with the Dream Team, publishers can stay at the forefront of industry trends and achieve sustainable growth.

About AdMonsters
AdMonsters is the leading community for digital advertising operations and revenue optimization. We provide insights, training, and networking opportunities to help professionals and organizations stay ahead in a rapidly evolving industry. With a focus on collaboration and innovation, AdMonsters is dedicated to supporting the success of its members and the digital advertising ecosystem.

Media Contact:
Trish Borrelli
Sr. Marketing Director
AdMonsters, AdExchanger and Folio:
tborrelli@accessintel.com

Visit admonsters.online/dreamteam24 for more information.

Follow @AdMonsters on LinkedIn for the latest updates and announcements.

The post AdMonsters Announces Inaugural 2024 Dream Team Picks appeared first on AdMonsters.

Given the breakneck speed of digital innovation nowadays, publishers need a competitive advantage. Standing out comes from the power of rapidly and accurately analyzing data. Take The Weather Company, for example, the global titan in weather data and forecasting, is supercharging their mobile analytics game after joining forces with Lotame and AWS Clean Rooms.

This powerhouse collaboration has slashed insight generation time by an eye-popping 98% and boosted query efficiency sevenfold, enabling The Weather Company to deliver data that’s not just fast but razor-sharp and hyper-relevant to its clients and partners. AWS Clean Rooms facilitates this by providing a secure environment where companies can collaborate on datasets without sharing or copying the underlying data, enhancing data privacy and compliance.

But let’s talk specifics. By digging deep into the behaviors and preferences of their travel audience, The Weather Company unlocked insights that go beyond the surface, fine-tuning strategies for travel advertisers. For instance, by analyzing user interactions on The Weather Channel mobile app, they can distinguish between frequent and infrequent travelers and preferences toward air versus land travel. This granular insight has allowed The Weather Company to craft finely tuned, targeted, and effective advertising strategies that deliver exceptional results for their advertising partners.

In our exclusive Q&A, I spoke with Dave Olesnevich, Head of Data & Advertising Products at The Weather Company, to unpack the technical challenges and victories of the integration. We explored how AWS Clean Rooms enhances data privacy and compliance, tackles the unique hurdles of mobile data, and shapes the future of ad targeting and campaign efficiency.

Lynne d Johnson: Given the increased scrutiny on data privacy and compliance, how does the AWS Clean Room technology help The Weather Company navigate these complexities? How has this transformed your day-to-day operations?

Dave Olesnevich: AWS understood the assignment when it came to creating a privacy-forward environment where multiple parties can collaborate with data quickly and easily. CISO’s office is more amenable to the clean room environment versus moving data out of house for engagements.

The AWS Clean Room isn’t magic though — participants have to bring high-quality data to the table in order to create insights that become actionable. We can control what data is accessible on a case-by-case basis, which is a table-stakes feature. The Weather Company now has a new way of working with our customers to create value. We’re still in the earlier days of utilizing data collaboration platforms for advertising engagements at scale, and I expect a lot more usage in the future.

LdJ: With the new system reducing the insight generation time by 98%, could you discuss how this acceleration has transformed your approach to ad targeting and campaign efficiency? How quickly can changes in weather patterns now influence ad placements?

DO: Time to value is going to change when we fully operationalize the system. The value is first to our customer, we can help them achieve their desired outcomes with a reduced number of hops in the process. The LOE to produce actionable insights for the C-suite is at our fingertips, so it’s not just paid, but owned and earned for the CMO and BPO, with opportunities for the CFO and COO as well. As weather becomes increasingly more impactful to the bottom line, we can help leaders harness weather intelligence for use across their business.

LdJ: How have these faster insights already impacted a campaign or strategy? What have been the most significant impacts on your business and client interactions?

DO: Now more than ever, we’re able to develop what we call a Weather Strategy for our customers across the enterprise, with less time blocking and tackling and more time spent unlocking the value of the insights to drive desired outcomes for advertisers across their entire media mix. Like many in our ecosystem, we’ve been working with Lotame and AWS for a long time. We’re all leaning in to build the next generation of advertising.

LdJ: Looking forward, how does The Weather Company plan to further leverage this enhanced data processing capability? Are there new types of data analytics or services you’re aiming to explore that were not feasible before?

DO: We’re just getting started. Targeting, measurement, attribution. We’re working with our customers to help them understand how weather impacts their customer behaviors and their business operations. End-to-end weather impact in advertising, from planning through activation and measurement is the future state.

The post Weathering Data Storms: How The Weather Company, Lotame, and AWS Clean Rooms Supercharge Mobile Analytics appeared first on AdMonsters.

WWDC 2024 was a mixed bag for digital media and advertising, delivering promising advancements and unexpected omissions. Apple introduced “Apple Intelligence,” a suite of AI-powered features designed to enhance user experience by leveraging personal context. Highlights included a more intuitive Siri, text-to-emoji generation, and a collaboration with OpenAI to integrate ChatGPT into Apple devices. These updates promise to transform app interfaces and streamline interactions, offering brands new ways to engage with users.

However, the absence of the rumored Web Eraser feature — an AI-driven tool, leveraging Apple’s language model Ajax, would allow users to erase unwanted web content, from ads and text sections — left many in the industry with bated breath. This feature, expected to debut with iOS 18 for Safari, could significantly impact digital advertising, raising concerns among publishers and advertisers about revenue and content accessibility. Despite its omission, the ad tech world is buzzing with questions and predictions.

Experts like Vegard Johnsen Chief Product Officer at eyeo suggest that similar ad blocking solutions are on the horizon. As Apple continues to prioritize user control and privacy, the industry must prepare for the potential impacts on their digital strategies. In this exclusive Q&A, Johnsen shares his insights on why he believes Apple’s Web Eraser is still on the horizon and what it means for the future of web browsing and digital advertising.

Lynne d Johnson: So, Apple didn’t end up announcing Web Eraser at WWDC and it doesn’t appear to be releasing in iOS18. Can you explain why the industry was so concerned about Web Eraser and what a service like this could mean for publishers?

VJ: Clearly, total ad blocking has been and continues to be a problem for the industry. Most publishers, in particular, small and medium-sized ones, are not in a position to demand a subscription, so total ad blocking leaves them without any good options for revenue.

There are also negative consequences for consumers, since it forces publishers into an adversarial position, putting up barriers (required registrations, etc.) to pay for operations, as well as the content creation that sits at the heart of their businesses. If Web Eraser were to remove those as well (presumably something it might be capable of) then even the conversation about the value exchange is shut down, and we’d be at an impasse.

LdJ: How much do you think the pushback from French publishers and advertisers, as well as UK news outlets, had to do with Apple’s decision to delay this feature?

VJ: It’s common for Apple to have features in beta that they don’t announce for a variety of reasons. Maybe they needed more time in the presentation for other things like Apple Intelligence or the feature just wasn’t quite ready.

Historically Apple tends to stake out a path and stick to it fairly consistently, despite industry concern. We saw this with ITP – they definitely took on feedback and made improvements, but they remained committed to its launch.

LdJ: Given Apple’s Privacy Push in recent years with products like ATT and Hide My Email, amongst other privacy-first features, do you think we can still expect to see a similar service in the near future?

VJ: While Web Eraser isn’t technically a privacy feature, we increasingly see users turning to ad blocking as a key way to help control their privacy online. In general, though, the trend is very much in the direction of features that give users more control over both their privacy and online experience. I would expect to see more of this, not just from Apple, but others as well, like Google, lest it be seen as too far behind (e.g. ITP vs Sandbox).

LdJ: What other ad blocking issues do you think publishers should be concerned about in 2024 and what strategies should they be implementing to mitigate these issues?

VJ: If the user experience continues to deteriorate, ad blocking usage will continue to grow. (Ad blocking has seen an average YoY growth of 30% worldwide since 2011 and there are already almost a billion ad blocking users today.) A significant portion of this usage is actually ad filtering rather than total ad blocking, but it could be seen as indicative of the potential for complete ad blocking to take further hold.

If publishers want to mitigate total ad blocking, they should be looking into user-centric solutions, ones that respect the user experience but can still be monetized. Research has shown that users don’t outright hate ads. They just don’t want to be bombarded with them. In fact, a recent IAB study showed that the overwhelming majority of consumers would react negatively, including being frustrated, disappointed, angry, confused, or sad if they had to start paying for the websites/apps they currently use for free. There is a middle ground for an ad-supported internet, as long as we put the user first.

The post Expert Predicts Apple’s Web Eraser Ad Blocking Tool Is Imminent appeared first on AdMonsters.

In the introduction of this series, I raised the concern that the targeting, measurement and attributions arising in the wake of cookie deprecation won’t meet the consumer’s expectations of privacy. It’s a hugely critical issue, and one worth exploring in depth. This article does just that.

The Rise of the New Tracking Cookie

In the early days of digital advertising, nearly all ads were contextual; Google AdSense assessed web page content and if it matched the topic of an ad creative, Google would fill the impression. The challenge was that contextual targeting back then was rudimentary, leading to horribly embarrassing and often brand-safe placements. A few memorable ones include:

• A “put your feet up” ad for a travel company appeared next to an article titled “Sixth Severed Foot Appears Off Canadian Coast” on CNN.

• VacationsToGo.com banner ad over a photo of a cruise ship that sank in Italy

• Aflac, a service for employee recruitment and whose mascot is a duck and has a tagline of “We’ve got you under our wing” appeared next to a story about anatidaephobia, a disease where people believe they are being watched by a duck.

Marketers naturally wanted better tools for targeting, and deservedly so. By the mid-2000s, Web 2.0 was in full swing, with consumers increasing the amount of time they spent online and on social media, generating vast amounts of data. For marketers, it was the start of the data-driven revolution.

That revolution was powered by private signals, which are any and all signals that are tied to an individual allowing the industry to follow consumers as they go about their digital lives, whether that’s surfing the web, using apps on their mobile device, or streaming content via their smart TVs or radios. 

Initially, the main tracking device was the third-party cookie; little snippets of code dropped into the browser, unbeknownst to the user, so their every move could be logged and their future behavior monetized.

Ad tech companies and agencies retrieved that data from the consumers’ browsers and used it to make assumptions about people: users who visited a parenting site were women aged 25-to-35; users who read about new automobile models are actively in-market for a new car.

Here’s a true story about an American on the Digiseg team: She signed onto her health insurance account to check on something. Later, she saw an ad on Facebook that said something like, “Dr. Smith is in your healthcare network, schedule an appointment today.” This was far from a unique event.

For everyday citizens the message was clear: We’re watching you. For many, installing ad blocking software was an act of desperation. Such software didn’t end tracking, but at least they weren’t reminded of how much they were under the microscope of entities they didn’t know.

Consumers complained, of course. More importantly, they demanded regulators in their home states to end tracking. For the industry, that meant finding a replacement for third-party cookies, but not for tracking users.

But — and it’s a big one — blocking cookies and ceasing the tracking of users in this industry seem to be two different things, though why that is the case is beyond us. Users still emit private signals as they go online, and the industry is still collecting them. Consumers still have no control over the matter, which means brands and ad tech companies still follow them around, whether they like it or not.

The new crop of tracking signals stems from the user’s device or the single consumer, such as hashed emails, and CTV device IDs. Worse, they’re making it more difficult for users to protect their identity from prying eyes. 

Identity Resolution Graphs

Identity resolution graphs are seen as an important step forward in consumer privacy protection, but whether or not they respect a user’s desire for anonymity is up for debate. These databases are built on vast identity signals: email, device ID, cookie data, CTV ID, work computer, home computer, and even physical address. An identity resolution graph connects all known signals to a single ID that typically represents individual consumers.

The benefit of ID graphs is to allow marketers and data companies to “recognize” users across multiple IDs. Let’s say a site invites users to register for a free account and the site collects the user’s email address (i.e. first-party data). Next, the site purchases an ID resolution graph to recognize users when they visit the site via a mobile device or computer from work.

Are there benefits for the user? Yes, because it allows the site to know the user and display content of interest. But wouldn’t it be better to ask the user to sign in or register on the device? Or during the initial registration process, ask permission to recognize them on other devices? This is the type of behavior that got the industry in trouble before. How hard is it to request permission?

In worst-case scenarios, the site allows advertisers or partners to target those users across their devices — without the user’s permission or input.

The Myth of Anonymity

Signals can be anonymized; emails can be hashed, device IDs can be hidden in data clean rooms, but how relevant is that anonymity if the signal can still be used to track users without their permission and for purposes they never agreed to? We forget that cookie data was also “anonymized” but the consumer still complained vociferously about being tracked.

The new private signals don’t even guarantee anonymity. Take hashed emails, which aren’t so private when everyone has the same key. That key allows anyone to recognize a hashed email as a consumer who, say, purchased this dog food or subscribes to this streaming service.

As I mentioned in the first article in this series, this level of tracking is all in pursuit of one-to-one marketing, which itself is a bit of a myth.  

Digital as Mass Media

We’re pursuing a find-and-replace option for cookies, and in doing so, we are ignoring effective and truly privacy-compliant options in front of us: one-to-many ad campaigns. Two of those options include:

Contextual targeting, which has come a long way since the days of Google AdSense. We have numerous AI solutions to help avoid brand unsafe placements, including natural language processing, sentiment analysis and computer vision that can assess the true content of an article, and place ads accordingly. This segmentation method is inherently anonymous, eschews every form of tracking, and can achieve massive scale with the right approach.

Another option is using offline demographic data, that is collected, verified and anonymized by national statistics offices, ensuring it is both accurate and privacy compliant. Going further, with modern modeling and methodology, entire countries can be segmented into neighborhoods of as few as 100 households.

Ultimately, the evolution of digital ad tracking reflects the ongoing tension between technological advancements and privacy concerns. As the ad tech industry continues to innovate, the challenge lies in balancing effective marketing strategies with the imperative to respect user privacy. By embracing more privacy-compliant options such as advanced contextual targeting and offline demographic data, the industry can pave the way for a future where digital advertising is both effective and ethical. As we navigate this new era of surveillance capitalism, the need for transparency, user consent, and robust privacy protections has never been more critical.

The post Surveillance Capitalism 2.0: The New Era of Digital Ad Tracking and Privacy appeared first on AdMonsters.

In a league of their own, the AdMonsters Dream Team seeks to assemble a powerhouse squad comprised of ad ops wizards and revenue rockstars who continually surpass expectations, turning digital ad challenges into golden opportunities. This is not just any team; it’s a dream team of innovators and achievers who redefine the boundaries of possibility in the dynamic world of ad tech.

“Ad operations and digital revenue teams are at the forefront of driving revenue for their publishing organizations. The goal of our AdMonsters Dream Team initiative is to not only recognize these superstars, but also to elevate the role of ad ops professionals in the eyes of senior management and bring greater visibility to the skillsets and talent that make these individuals successful,” said Lynne d Johnson, Content Director at AdMonsters. “We’re excited to build an inspiring and unstoppable lineup of talent and shine a light on the remarkable individuals who are driving positive change and pushing boundaries in our industry.”

The call for nominations is open for ad ops professionals and their peers to nominate a deserving colleague or themselves.

Each Dream Team Member Receives:
• Recognition in the AdMonsters Dream Team feature story
• A free ticket to Publisher Forum Boston
• Participation on a panel at Publisher Forum Boston
• Super unique Dream Team SWAG
• Generous discounts for their team to upcoming AdMonsters events
• Digital badge and creative assets for well-deserved bragging rights!

Nominations are entirely free, offering a prime opportunity to elevate an outstanding colleague or put yourself forward for recognition.

Nomination Deadline: May 10, 2024: Learn more and submit a nomination here.

The post Announcing the AdMonsters Dream Team: Nominations Now Open for the Inaugural Fantasy League of Ad Tech All-Stars appeared first on AdMonsters.

When it comes to protecting consumer’s privacy, dating apps catch a bad rap. But, not all of it is unwarranted. And when it comes to protecting consumer’s privacy, not all dating apps are created equal.

Dating apps are like nosy neighbors asking users for all of their juicy details to set up their profiles. We’re talking really sensitive data here — race or ethnicity, sexual orientation and gender identity, political and religious points of view, as well as alcohol and drug use or abuse. This data is so sensitive, it’s got its own VIP section under GDPR rules.

Now imagine if all of that information gets shared outside of the app. There’s a lot for users to be worried about when it comes to their freedom and safety.

Remember When Grindr Was Found Violating GDPR?

It was only back in 2020 that Grindr, Tinder, and OkCupid were exposed for sharing personal user information with advertisers and potentially violating GDPR by the Norwegian Consumer Council. Unsurprisingly, some of Grindr’s ad tech partners, like AppNexus, OpenX, and MoPub, were also named by NCC in the government agency’s complaint under the EU’s General Data Protection Regulation. The story ended in late 2023 when Grindr was slapped with a $6 million data-sharing fine. Ouch!

Grindr was busted for sharing GPS location, IP address, the device’s advertising ID, age, and gender, as well as other sensitive data, between July 2018 and April 2020. And, according to Cybernews’ recent analysis, where they looked into the data collection and sharing practices of 10 popular dating apps, Grindr looks like the most data-hungry offender.

Grindr is collecting 23 points of data about its users for various reasons, including app functionality, analytics, and advertising. “It links all of the collected data to user identity and tracks two types of data, namely device ID and advertising data, which it can share with other companies,” according to Cybernews.

Swipe Right for Data: Unpacking What Dating Apps Know About Love Seekers

Apple requires developers to disclose 35 types of data or privacy points their app is collecting, including contact information like name or phone number, financial information like payments or credit, and user location.

Developers have to list out the data that’s tied to users, which means any data that can be traced back to who a person is – think account, device, or something as personal as a phone number.

Every app Cybernews checked out came clean about collecting data that’s linked to identity. But there’s a plot twist: some apps play it coy, saying, ‘Yeah, we gather data, but we don’t tie it to a user.’ Four apps from Cybernews’ list are dancing this delicate dance.

Apple lays down the law here: If devs want to claim they’re not tracking users, they have to strip the data of any identifying signals like a user ID, before they even think about collecting it. And Apple’s guidelines are against app publishers trying to reconnect the dots to a user’s identity after the fact.

Six out of the ten apps in Cybernews’ analysis are collecting data that could potentially track users across other apps and websites, and might even be shared with data brokers. All of these apps are peeking into their users’ photos and videos, and they’re also pretty upfront about gathering sensitive info like sexual orientation.

For example, Cybernews reports, “Badoo users could expect their data across seven categories shared with third parties, including precise location, coarse location, email address, device ID, advertising data, other user contact data, and other data types. Meanwhile, Her app is an outlier on the list in that it tracks most of the data it collects about its users and links it to their identity.”

Hinge, Best Hope For Finding a Valentine?

For privacy-minded consumers, Hinge might be the best choice. It only collects user data across 14 types of data, which the company claims is only used to improve the app’s performance and for marketing purposes. It links most of the collected data to user identity, except for crash and performance data. The app does not track user data.

Tinder, Plenty Of Fish, and Raya also don’t track user data, but some of their data collection practices might still appear questionable to some users.

To read the full analysis, visit Cybernews. 

The post Dating Apps Data Hungry for Consumers’ Valentine Profiles appeared first on AdMonsters.