The Challenge
Apple’s ITP restrictions1, changes to Google Chrome2, in addition to Firefox’s Enhanced Tracking Protection3 (though limited in impact due to usage on mobile) while intentioned to improve privacy for users, are largely impacting advertisers dependent on 3rd party cookies used to identify and activate against target segments.
With fewer bids against iOS users’ ad requests, this results in a severe under-valuation as campaigns are being largely delivered against Android users -- at least while their cookies are still accessible. This is a huge miss given iOS users comprise nearly 54%4 of the market and spend twice as much as Android users5.
As 3rd party cookie accessibility to marketers slowly diminishes, targeting off of publishers’ first party cookies presents its own list of challenges:
- It requires matching each of your segments against a publisher’s data pool on an individual basis (think back to the days of having to work with 20 different publishers separately before the rise of an aggregator)
- Audience matching doesn’t solve for cross-domain tracking
- Any attempt by Apple and/or Google to provide their own IDs to enable such identification and cross-domain tracking has the potential to run into anti-competitive practices
Research has confirmed mobile is now the single most-used platform for media consumption, making it a key component to a brand’s overall marketing strategy6. So the challenge becomes, how do you reach the right audience in a cookie-less world?
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Topics:
Mobile,
Performance,
KargoKnowledge,
cookies
Kargo's Curated Marketplace Boasts Less Than 0.3% of Invalid Traffic Following Implementation of White Ops' MediaGuard.
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Topics:
Ad Tech,
Brand Safe,
Mobile,
Digital Advertising,
Performance,
fraud,
keepitclean
When I started working at Kargo three years ago, I was given one goal: to upgrade and expand the quality of our publisher inventory. The sole criteria at the time? Whether or not the title was a household name.
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Topics:
Ad Serving,
Ad Tech,
Mobile,
Digital Advertising,
Addressable,
Performance,
Scale
It’s definitely not an easy time to be a publisher. These days, pubs are getting hit from all angles. Google and Facebook (also known as the Walled Gardens) take 90% of all new ad dollars spent. At the same time, Google (via SEO) and Facebook (via their news feed algorithm) completely control the distribution of content. As these big kahunas flex their muscles, the entire industry has to react and adjust to accommodate them—or risk falling by the wayside. Recently, the punishment of publishers has been especially harsh...
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Topics:
Ad Serving,
Ad Tech,
Digital Advertising,
Performance,
Publishers
Animated banners have been around for quite some time, but when it comes to the specific intentions behind each animation, there’s more here than meets the eye.
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Topics:
Ad Tech,
Digital Advertising,
Performance,
Scale
Kargo is proud to announce that in our continued mission to support quality journalism, we’re leading the way in implementing the industry’s ads.txt initiative.
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Topics:
Ad Serving,
Ad Tech,
Brand Safe,
Digital Advertising,
Performance,
Publishers
There’s a wide pool of mobile users marketers can reach with their perfect brand message. Equipped with brilliant creative and impressive campaigns, agencies prepare to seduce an audience by capturing their attention in engaging ways. Yet, amazing content isn’t enough.
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Topics:
Ad Serving,
Ad Tech,
Brand Safe,
Digital Advertising,
Addressable,
Performance,
Scale
How can brands adapt to the changing media consumption habits of young people? It starts with understanding digital environments.
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Topics:
Ad Serving,
Ad Tech,
Mobile,
Digital Advertising,
Addressable,
Performance,
Scale
In the mobile ad ecosystem, there are 3 parties to satisfy: advertisers, publishers, and users. Advertisers want effective advertising. Publishers want to attract and retain users. And users want a good experience. How do we find a balance?
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Topics:
Ad Serving,
Ad Tech,
Mobile,
Digital Advertising,
Performance,
Creative
