Some advertisers were wary about sharing data with a GroupM business that was pooling non-client-specific data, due to concerns rivals who were also clients of the agency could gain an edge.
September 05, 2019

Figuring out the next dominant currency beyond the third-party cookie will likely be a topic that's at the center of the digital ad industry for some time. Pressure from browsers tightening anti-tracking features, as well as doubt cast by data protection regulators over how data can be used in real-time bidding transactions, only adds to the sense of urgency. Attempts to create cookie alternatives -- such has GroupM's MiD via mPlatform -- haven't quite worked out as initially planned, indicative of the scale of the challenge. Read more below.

  • Launched with great fanfare in 2016, GroupM's data and tech division mPlatform has since fizzled, with talk centering more on missed opportunities than growth potential. We break down why and how the proposition has evolved.
  • Mozilla's move to block third-party cookies by default for all Firefox browser users signals just how much the browsers are leading the charge when it comes to the pivot to privacy.
  • Once marketers make the comparison between online streams and linear broadcasts, the hope is they will move more money over to esports. That's what games developer Activision Blizzard is betting on.
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  • Even as web browsers start to suspend third-party cookies and data privacy laws start to take effect, marketers can still leverage their first-party data to maintain control. But they need to learn how. Sponsored by BlueConic.
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Transparency
Some advertisers were wary about sharing data with a GroupM business that was pooling non-client-specific data, due to concerns rivals who were also clients of the agency could gain an edge.
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DIGIDAY+ MEMBER EXCLUSIVE
Mozilla’s Firefox anti-tracking update may seem small potatoes due to the browser’s market share. But when combined with Apple’s strict anti-tracking stance, and the wider pressures of data protection laws, it’s enough to cause jitters across the digital ad industry.
Sponsored by FreeWheel
With programmatic accounting for half of digital video budgets this year, many publishers are piling on a slew of supply-side platform partners. But this approach may not be achieving the ideal balance of revenue and control.
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Beyond Ads
“There’s a massive opportunity for Buyacar to use the audience and reach of Car Throttle to push that offering and turn into transactions on Buyacar,” said Pete Wootton, chief digital officer at Dennis.
Sponsored by Tubular
In the business of digital media, views aren't as important as attention. That's why Ellen Digital Ventures is using detailed metrics that look beyond view counts. Marketers and media brands can learn from its approach.
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Video Anywhere
Studio71 has acquired more than 50 connected TV apps from Unreel Entertainment to give it a network of 200-plus CTV apps to pitch to advertisers.
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Sponsored by Vox Media
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Publishing in the Platform Era
“Our overall goal is registered and subscribed users it’s definitely there in our minds, but on the other side, in order for us not to cannibalize ourself, we have to cast a wide net.”
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Audio Anywhere
The radio broadcaster has rolled Mike’s On, a subscription audio and video app that Francesa said would be his future, into its flagship mobile app.

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Over the last 20 years, The Fader has morphed from a straightforward print ads-dominated business to making money in many ways, from print ads to experiential to branded content to merchandise.
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