Every fortnight we’ll bring you some technical updates that we feel you’ll find useful.
Today’s topics are iOS 14, Tech Lab’s REBOOT and OM SDK for web video.
iOS 14 updates
Now that iOS 14 has been released we can now review the related features and any impacts on digital marketing. The changes include a much stricter set of IDFA rules, a new app-install attribution framework and (not only Safari) but all browsers will block cross-site tracking by default – all of which significantly impact the manner in which attribution can be done on iOS. IAB Tech Lab almost immediately released a proposed set of extensions to OpenRTB to support these updates and are seeking industry feedback by October 16th. See below for their immediate recommendations and here for the blog post.
- Immediately register for an SKAdNetwork ID if you intend to support SKAdNetwork and sign ads.
- Work on the extensions that support communicating the basic list of SKAdNetwork IDs.
- Consider experimenting with the IDFA authorization status (and IDFV if relevant).
With regards to any impacts on browsers you can keep updated on how these affect each browser via the CookieStatus.com website and the current status summary is available if you click on the image below:
More specific information on Safari’s ITP in iOS 14 can be found here from Simo Ahava’s excellent blog post: www.simoahava.com/privacy/intelligent-tracking-prevention-ios-14-ipados-14-safari-14/
OM SDK for web video – webinar (Oct 8th)
Look out for our webinar on October 8th when we’ll be hearing from and speaking with Shailley Singh, IAB Tech Lab’s VP of Product, about the forthcoming Open Measurement software development kit (OM SDK) release for web video. This update will enable third-party ad measurement services to collect signals regarding ad impressions and performance on both web video inventory as well as from within in-app environments. We’ll be reviewing the benefits and ramifications for the industry as well as the requirements for publishers, video venders and buyers.
IAB Tech Lab’s REBOOT webinar event (Sept 2020) – A brief review
Last week saw IAB Tech Lab’s annual event seamlessly executed as a series of online webinars.
Please find a brief summary of the key topics and speakers below. You’ll see us working with IAB Tech Lab on some of these key topics in our local webinars here over the next couple of months before Xmas.
Day One – Data, Identity & Privacy
Day Two – Ad Fraud & Brand Safety
Day Three – Measurement & Transparency
DAY ONE
The Path to Privacy-First Marketing
Graham Mudd, VP Product Marketing, Facebook
As the data privacy landscape rapidly evolves, our industry must come together to define and build the future of our ecosystem so that it better meets consumer expectations. Collectively, we can do more to increase privacy protections for people while continuing to deliver value through personalized experiences. Facebook’s keynote presentation discussed these changes and outlined the technologies and approaches that can establish a path towards the future of a more privacy centric digital ecosystem.
Connecting Advertisers to Publisher Audiences
With the changes to identifiers, publishers and advertisers must consider new approaches to connecting valuable audiences while preserving consumer privacy. Learn how innovations in contextual and audience targeting—and the IAB Tech Lab standards that support them—help advertisers reach audiences and support advertising-funded consumer experiences.
Joanna Burton – Chief Strategy Officer, ID5
Evan Hills – SVP Development & Strategy, Dstillery
Michael Palmer – Global VP, Emerging Tech, GroupM
Christopher Reher – Director Data Strategy & Products, Media Impact
Steve Silvers – SVP Product & GM Customer Experience, Neustar
Benjamin Dick – Senior Director of Product, Consumer Privacy, Identity and Data, IAB Tech Lab
Approaches to Audience Cohort Creation
On-device decisioning and audience cohort development is an approach considered by many to be core to the future of privacy-safe addressability. It most notably plays a central role within Chrome’s proposed Privacy Sandbox proposals, which aim to keep all data, audience segmentation, decisioning, and measurement capabilities directly within the browser to limit the availability of consumers personal data while also supporting select addressability use cases. While this solves for some consumer privacy concerns, it introduces new challenges to business activities that our industry has historically relied upon.
Are there other approaches and technologies that can support addressability based on audience cohort creation outside of the browser, and what are their pros and cons with regards to business use case support and consumer privacy protections?
Eleanor Marshall – Head of Data, Global , DAX Worldwide
Garrett McGrath – Vice President, Product Management, Magnite
Abhishek Sen – CEO and Co-founder , NumberEight
Benjamin Dick – Senior Director of Product, Consumer Privacy, Identity and Data, IAB Tech Lab
Jordan Mitchell – Senior Vice President, Privacy, Identity & Data, IAB Tech Lab
What the Buy-Side Will Gain by Moving to People-Based Identity?
Travis Clinger – SVP, Addressability and Ecosystem, LiveRamp
Mike O’Sullivan – VP of Product, Index Exchange
Travis Clinger, SVP, Addressability and Ecosystem at LiveRamp and Mike O’Sullivan, VP of Product at Index Exchange discuss how advertisers can consistently measure on the same business outcomes and exceed current cookie-based performance with cookieless ad campaigns.
Turning Consumers into Authenticated Users (Panel only)
As browser/OS platforms seek to remove identifiers by default, are looking at ways to earn consumer-provided identifiers in the context of their direct, trusted interactions. Learn about different approaches to connecting both publisher and advertiser first-party data, while safeguarding consumer privacy and personal data.
Abdelkader Barjiji – SVP Product Management Digital & Data , Ströer Media Solutions
Travis Clinger – SVP of Addressability and Ecosystem , LiveRamp
Amanda Martin – VP, Enterprise Partnerships at Goodway Group, Goodway Group
Achim Schlosser – CTO, European netID Foundation
Beyond GDPR & CCPA: A Comprehensive Technical Framework with System-Level Accountability (Panel only)
We already have GDPR for Europe and CCPA for California, with more regions working on their own forms of privacy regulation. While privacy policy will evolve regionally, it creates compliance challenges for companies operating globally. Learn how IAB Tech Lab is streamlining its technical standards within a global privacy framework that can adapt as regional policies evolve.
Alex Cone – Senior Director, Product Management, IAB Tech Lab
Audrey Trainor – Manager of Privacy & Data Use, MediaMath
Julie Karasik – Director of Technology & Product, NAI
Michael Hahn – SVP & General Counsel, IAB Tech Lab
Stephanie Hanson – Director, OneTrust PreferenceChoice
Townsend Feehan – CEO, IAB Europe
DAY TWO
The New Frontiers of Fraud
Abhishek Surana – Senior Product Manager, White Ops
Despite all the work we do to combat ad fraud, the problem persists. We continue to learn about the tactics that fraudsters use, the scale of their operations, and the impact on legitimate campaigns. The solutions in place today are working but we still find gaps that need to be covered. To get into the weeds of the problem, we will present a case study that shows a specific problem faced and what was done to address the situation.
Brand Safety: How a noble pursuit (with misguided tools) may keep your brand safe, but also keep you from your customer
Ryan Spicer – VP, Sales and Client Partnerships, CNN Digital
Some brands and marketers have a Jetsons/futuristic definition of brand safety but use a Flintstones/stone age technological approach to implementing brand safety and establishing brand suitability. Some approaches can drive brands further away from their customers while also disproportionately impacting news publishers.
News is brand safe, and savvy brands that understand this can capitalize on the immense audience attention flowing into the news during our current tumultuous times. In this session, you’ll get actionable information about how brands can evolve their tech strategies to safely support news while also engaging new audiences and potential customers.
Shining the Light of Transparency on Ad Fraud (panel only)
Per Bjorke – Sr. Product Manager, Ad Traffic Quality, Google
Deva Bronson – EVP of Digital Investment, Dentsu Aegis Network
Pranay Gupta – VP of Technical Solutions, Media.net
Neal Richter – Chief Scientist, SpotX
Amit Shetty – Senior Director, Product, IAB Tech Lab
One of the best weapons we have against ad fraud is transparency. IAB Tech Lab has developed standards like seller.json, SCO, ads.txt, and app-ads.txt
IAB Tech Lab leads a discussion with a few experts on some of the ad fraud they have seen in the past, and how they are using these standards and other solutions to prevent ad fraud and build trust, especially in the fast growing world of Connected TV.
Using Content Taxonomy to Promote Brand Suitability (panel only)
Brands need to know that they’re advertising in a context that’s suitable to their products and services. IAB Tech Lab’s Content Taxonomy continues to evolve to support brands’ needs. New features address the Advertisers Protection Bureau’s Brand Safety Floor and the Global Alliance for Responsible Media (GARM) initiative put forth by the World Federation of Advertisers.
IAB Tech Lab leads a discussion among companies working to improve brand suitability and how Content Taxonomy supports their efforts.
David Byrne, Director of Strategic Trade Relations, Tik Tok
Yale Cohen, EVP, Global Activation Standards, Publicis Media Exchange
Zachary Hecht, Senior Policy Manager, Content Classification, DoubleVerify
Rob Rakowitz, Initiative Lead for the Global Alliance for Responsible Media, WFA
Under the Hood: Effective Tools for Brand Safety and Brand Suitability
A Technology discussion on how brand suitability is implemented highlighting the different components like contextual analysis, sentiment analysis, language and cultural differences etc. used in determining brand suitability and how they are applied for specific brand objectives.
Philip von Hilgers, Co-founder & Managing Director, Meetrics
Jackie Swansburg Paulino, SVP, Product, Pixability
Shailley Singh, Vice President, Product, IAB Tech Lab
Chris Stark, Sr. Director of Product Management, Contextual Intelligence, Oracle Data Cloud
Cathy Taylor, Commissioning Editor U.S., WARC
DAY THREE
The Value of Trusting Data in Uncertain Times (1:1 discussion only)
Measurement is vital to understanding the market and making informed decisions, but how can we measure across channels when the metrics used vary across the supply chain? One measurement company shares progress on standardizing measurement and how they work with partners to align metrics.
Mainak Mazumdar – Chief Data and Research Officer, Nielsen
Angelina Eng – VP, Measurement & Attribution, IAB & IAB Tech Lab
Building Trust in Server-Side Ad Insertion (SSAI) (panel only)
The nature of server-side ad insertion (SSAI) makes transparency more challenging than with more traditional models of ad serving. IAB Tech Lab leads a panel discussion on the growing value of SSAI and how building new tech standards and developing best practices can improve transparency and enable trust.
Jessica Dufresne, General Manager, Sling Ad Tech & Yield, DISH Media
Roy Firestone, Principal Product Manager, Ad Tech, Verizon Media
Mike Midden, Director, Product Management, IAB Tech Lab
John Nardone, Chief Executive Officer, Flashtalking
Improving Measurement with Tech Standards (panel only)
Consistent and scalable Measurement across different platforms is challenging to achieve. Measurement standards help alleviate the challenge, but support across platforms may not be equal. IAB Tech Lab facilitates a discussion about standardizing measurement. IAB Tech Lab lead a discussion about standards such as VAST, Open Measurement, Metadata, and Content Taxonomy, and what standards we need to establish to support and scale the market for measurement.
Craig Berlingo, Product Lead, CTV & OTT, PubMatic
Jane Clarke, Chief Executive Officer, Managing Director, CIMM
Brad Galiette, Product Manager, Google
Sam Mansour, Principal Product Manager, IVT + Verification, Moat by Oracle Data Cloud
Allison Schiff, Senior Editor, AdExchanger
Advancing Connected TV with Technology Standards
In 2020 the video experience for users spans a growing number of environments. Traditional pre- and post-roll video ads are being replaced with innovative new ways to engage users. A company with a unique perspective on video showcases the video experience across multiple platforms and how innovative new ad placements in video are measured across an increasingly complex span of experiences.
Neal Richter, Chief Scientist, SpotX
Amit Shetty, Senior Director, Product, IAB Tech Lab
Bill Simmons, Vice President, Product Management, Roku
Advances in Podcast Measurement to Drive Transparency
Podcast measurement faces some of the biggest challenges. As popularity increases, understanding the capabilities and limitations in measurement is key to scaling advertising in podcasts. IAB Tech Lab facilitates a discussion on measurement with podcasting companies. IAB Tech Lab lead a discussion on how podcasts are measured, the impact of Tech Lab’s podcast metrics and guidelines on measurement, and the compliance program that helps build trust in podcasting.
Benjamin Masse, Managing Director, Market Development & Strategy, Triton Digital
Jarrett Wold, Director, Compliance Programs, IAB Tech Lab
Mike Midden, Director, Product Management, IAB Tech Lab
Steve Mulder, Senior Director of Audience Insights, NPR
Colleen Tricarico, Manager, Digital Audit Services, BPA Worldwide