Chrome to Phase Out 3rd Party Cookie Support by 2022

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Big news coming from Google yesterday; here’s the scoop from George Tarnopolsky, VP, Programmatic: In the first Scoop of 2020, we speculated that Google will eventually block all third party cookies. Google has now made this change official, announcing that the they will phase out third party cookie support from Google Chrome within two years. There are several implications of this change; some are known today while more will become clearer over the next two years.

  • It’s certain that Google, Facebook, Amazon, and other “walled gardens” are well positioned to continue operating in a post-cookie world, as they have large pools of logged in audiences and can utilize people-based IDs such as user logins to reach persons.

  • Contextual advertising will see growth in this new era—with increase of Private Marketplace buys as well as keyword contextual data solutions like Oracle Grapeshot, Peer39, and others.

  • Large ad tech companies, such as LiveRamp and the Trade Desk will vie for adoption of their universal id as a replacement for cookies.

  • It’s likely that new walled gardens will emerge; for example, if large DSPs will acquire SSPs in order to get closer to logged in first party publisher audiences

  • CMI/Compas’s AdMission is already designed with deep first party endemic publisher relationships (Medscape, Haymarket, Frontline, HMP, Bulletin Health etc.)--which allows us to target HCPs on 1:1 basis on endemic sites, without the use of cookies.

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CMI/Compas Continues Rapid Growth with Several Executive Hires

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CMI/Compas, media strategy, planning, innovation and  buying for the nation’s top healthcare companies and part of WPP (NYSE:WPP), has bolstered its client service offerings with the hire of several executives as part of its continued growth, including senior leadership in the company’s West Coast and Midwest office locations. George Tarnopolsky, VP, Programmatic, is helping to create a world-class programmatic media buying practice at CMI/Compas. 

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Amazon ramps up its advertising efforts

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Amazon advertising update from George Tarnopolsky, VP, Programmatic: In an anticipated move, Amazon on Friday announced that it is acquiring the Sizmek ad server as it ramps up its advertising efforts. In the recent years, Amazon made big inroads with the Amazon DSP, powered with Amazon’s shopping intent and purchase data. While the Amazon DSP has restricted buying for pharma campaigns, it has been popular with Direct Response and especially Retail brands. The acquisition of an ad server further builds out the Amazon ad stack, and mirrors Google’s DV360 DSP and Campaign Manager ad server value proposition. An in-house ad server will help direct some buyers to go “all-in” on the Amazon ad platform, with both ad server and DSP components. It will be interesting to watch whether Amazon succeeds at integrating Sizmek into its stack—and whether it continues to add to the platform, for example building or buying an SEM offering.

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DOOH Programmatically

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A recent programmatic OOH – you read that right, programmatic is hitting billboards – campaign featuring Kylie Jenner’s makeup line is showing how programmatic changes the game. A campaign that would have typically taken weeks or months to set up was able to hit in days, which as AdWeek points out, really works well for our on-demand world. OOH works for pharma too (if you’re hoping to keep up with the Kardashians) as George Tarnopolsky, our VP of Programmatic notes: “Digital out-of-home presents interesting branding opportunities for pharmaceutical brands, as well. DOOH ads can be purchased via programmatic buying, and placed in front of users in different contexts, for example: roadside billboards, transit shelters, airports, elevator and lobby screens, shopping centers, health clubs, and doctors’ office waiting rooms. Both banner and video opportunities are available, with time of day and geofencing (latitude & longitude) targeting options. For example, a consumer campaign for a dental product can be targeted to digital billboards specifically in dentist waiting rooms during business hours—driving patient awareness directly in the practitioner’s office.”

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Myth: All Programmatic is Real-Time Bidding (RTB).

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Fact:  Programmatic includes all methods for reaching HCPs and consumers via buying platforms and automation.  This includes both real-time bidded media (open exchange, private/preferred auction)—as well as programmatic guaranteed deals, which are transacted at a fixed price over programmatic pipes.  In other words, guaranteed deals are done programmatically, but not in an auction, and so they give more control around price, impression volume, and context while retaining the benefits of automated buying, controls, and frequency capping that programmatic offers. Programmatic guaranteed deals are effectively reserve buys, purchased via programmatic buying platforms but without real-time bidding dynamics.  Therefore, all RTB is programmatic--but not all programmatic is RTB. This is important to know for those who want the benefits of programmatic but may not feel an auction is right for their brand’s goals.

Bonus Fact:  It is commonly believed that RTB buys are more economical than reserve buys. This isn’t always the case, as auction dynamics can introduce active competition for the same inventory, and cause for CPMs to increase. Programmatic guaranteed deals are often more cost effective than the same exact buys made via auction—and should be a core component of a programmatic media buying strategy. 

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Ad Talk Podcast: Recession and ad tech, Rocket Fuel controversy, and the acquisitions of 2018

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In this week’s episode, we discuss:

  • Current market dynamics, and what a potential recession means. We touch on the Visto (Collective) bankruptcy.

  • The Rocket Fuel data targeting controversy and other industry examples; we touch on the Theranos book "Bad Blood" and how it's reminiscent of ad tech

  • The acquisitions of 2018: Nexstar buying Tribune, S4 acquiring Mighty Hive, iHeartMedia buying Jelli, and chatter about Accenture bidding for MDC Partners.

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Ad Talk Podcast: CDPs, Agencies vs Consultancies, the In-Housing Trend, Emerging Ad Platforms, and more!

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In this episode, we discuss:

- State of the ad tech ecosystem: CDPs, Management Consultants, Amazon & TTD
- The in-housing trend and how specialist agencies can reverse this trend and benefit brands
- Programmatic Frontiers: DOOH, CTV, Audio, and what role eBay and Samsung may play in our ecosystem in the future.

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Ad Talk podcast: LinkedIn launches its DSP, YuMe acquired, Lydian Coin ICO and more on Blockchain in ad tech.

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In this week's episode, we discuss:

  • The week in ad tech: LinkedIn launches its DSP (we take a deep look) and YuMe gets acquired
  • Gravity4 launching its Blockchain-based Lydian Coin token 
  • Deeper look at who’s who of ad tech companies doing Blockchain today, including MetaX, Rebel.ai, MadHive, NYIAX.
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Ad Talk podcast: What is Blockchain and is it applicable to ad tech?

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In this episode, we discuss:

  1. What is Blockchain?
  2. Is it applicable to ad tech?
  3. How soon will we see Blockchain and Smart Contract technology adopted?

Excerpt:  "A key tenet of Blockchain is decentralization, which runs contrary to the “universal buying platform” vision of everyone from Google to the Trade Desk, MediaMath, etc.  Adopting Blockchain isn’t about enhancing RTB protocol and evolving SSPs and DSPs-- Blockchain would mean a potential elimination of intermediaries--and a mechanism for sellers (publishers) and buyers (agencies and brands) to transact together.  

This is a good thing, and this is the original vision of the ad exchange as it was intended.  Implementation of blockchain should result in the majority of the media dollar actually being spent on media."

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