RTB House

Sophia Cao, RTB House’s newly appointed director of private advertising advocacy, knows how to play nice in the sandbox – because, well, she used to work there.

Around this time last year, there were only a handful of companies testing the Chrome Privacy Sandbox. Now, according to Google, there are hundreds.

In today’s newsletter: Google’s cookie deprecation delay hurts Chrome Privacy Sandbox supporters; mall chains go for broke with their DTC efforts; Warner Bros. Discovery launches a first-party data product.

New contextual targeting tools use generative pre-trained transformers (GPTs) to analyze websites and and build contextual audience segments. The companies behind them believe that GPTs can address some of the problems that plague contextual targeting.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. What’s In Store? Netflix’s latest effort to push ads onto subscribers is – you guessed it – a retail bundle. The company is piloting a new package deal with French retailer Carrefour, Bloomberg reports. Customers in the French cities of Bordeaux and Rouen […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Apple’s Bite Apple will now let paid subscription apps (think The Economist or meditation app Calm) offer audio content exclusively for their subscribers, a trendy tactic in Podcast Land. Spotify has a similar idea, but it partners with the subscription service Patreon. And […]

The new version of header bidding software makes it easier to identify specific ad transactions, gives publishers more granular control over how they express user consent to downstream partners, and enables testing of Google’s Privacy Sandbox.

Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.

Everyone in our industry has been on the edge of their seat since Google first began developing the Privacy Sandbox more than three years ago. But things have been moving slowly, writes Lukasz Wlodarczyk, VP of programmatic ecosystem growth and innovation at RTB House. The cookieless future is virtually here, and the time to experiment with alternatives is now.

Google’s FLEDGE proposal presents an opportunity for a more transparent bidding process. But there are concerns around whether FLEDGE will treat all supply-side platforms (SSPs) equally in programmatic auctions within Google’s marketplace, writes RTB House’s Lukasz Wlodarczyk. Remember Google’s secret Jedi Blue agreement with Meta (formerly known as Facebook)?