What was the buzz around the office last week? Facebook is offering more transparency and ad control, Apple is reducing their cookie window, and what it will take for programmatic tv to win.
1. Facebook offers more control, more transparency
Facebook is increasing transparency and giving advertisers more control over where ads show up. The platform recently announced that they will tighten guidelines on the type of content that can be monetized. With that, publishers must prove themselves credible and sites featuring misinformation or fake news will be blocked from monetizing. AdExchanger explains the changes in greater detail and how Facebook’s lack of transparency in the past pushed big advertisers away.
2. Apple makes changes to their cookies
Apple is making big changes to Safari’s cookie window. The tech giant will now purge all cookie data after 24 hours, 30 days was the previous cookie window. The change will benefit platforms such as Google and Facebook but harm retails who rely on cookies to promote items to customers. Six trade associations are encouraging Apple to rethink this policy. According to AdAge, this move has the potential to wreck havoc on the ad tech ecosystem.
In order for programmatic tv to reach its full potential, collaboration is a must. First, programmatic vendors will need to align themselves with Nielsen’s data as that is what is currently used in linear tv. Furthermore, first-party data should be thrown into the mix and households should be targeted based on behaviors. Striking the right balance between data, audience segmentation and demographics should also be considered, MediaPost explains more.
