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What is Google PAIR? A new first-party data solution
PAIR is a new identity solution from Google that allows publishers and advertisers (using Google's buying platform, DV360) to match…
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Photo by Rob Curran on Unsplash.
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Google embraces Seller Defined Audiences
Google adopting Seller Defined Audiences invigorates the concept and puts it front and center as a solution that everyone needs to examine.…
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The benefits of universal identifiers on connected TV and mobile
Do universal identifiers offer any value outside a web environment? Yes — their benefits extend to connected TV (CTV) and mobile in-app…
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The future of IP address as an advertising identifier
The problem with IP address as an identifier is that users do not have the same privacy controls as cookies or device IDs.…
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Seller-Defined Audiences Explained
Remember Project Rearc? The Interactive Advertising Bureau (IAB) formed the
project in response to Google's decision to end third-party cookie…
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IP Address Data Targeting Explained
Targeting users based on behavioral or demographic data requires a persistent
identifier to tie an individual to a data set.…
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How do data management platforms work? DMPs Explained
A data management platform (DMP) collects, organizes, and activates data used to
target digital ads. The DMP is a crucial…
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What is a PPID? PPID Explained.
PPID is an acronym that stands for publisher-provided identifier. Unlike a
cookie or MAID (mobile advertising identifier), a PPID is…
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Apple's SKAdNetwork Explained
The demise of Apple's IDFA in iOS 14 is causing many people to ask the question:
what is SKAdNetwork?
IDFA,…
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How iOS 14 IDFA changes will benefit CTV
Effective and privacy compliant audience targeting relies on a user resettable and consistent identifier like Apple's IDFA and Android's AAID, and Connected TV manufacturers have been quietly implementing their own versions for years.…
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Cookie Syncing Explained
Cookie syncing is a process that enables all members of an ad transaction on
desktop or mobile web to have…