scott messer

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

Alex Cone, product manager for the Google Privacy Sandbox, addressed some of the industry’s burning questions during AdExchanger’s Programmatic IO event in New York City last week.

The machines are learning. They’re also generating emails. And publishers that monetize on identity could be in for a rude awakening if they don’t have an “MGE mitigation plan” in place as part of their overall email authentication strategy, said Scott Messer, a media consultant and founder of Messer Media. Yes, MGE. Add it to […]

Privacy Sandbox APIs will be generally available starting in July. That means publishers have roughly one year to get acclimated … and to raise any red flags to regulators.

To help businesses operate in a complicated legislative landscape, the MSPA offers a contractual framework and consent management guidance for compliance. But what do publishers need to know about implementing the MSPA?

Google Ad Manager (GAM) was out of commission for about three hours Thursday evening across web, app and video inventory. Any ad placement served through GAM, even ads monetized by a non-Google SSP, went dark, leading to lost revenue for publishers of all sizes at a time when they can least afford to lose out on revenue.

Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. The longer runway will give advertisers and publishers more time to test post-third-party-cookie solutions. But despite the temptation to procrastinate, publishers and tech vendors told AdExchanger they don’t anticipate straying too far from the road maps they’d already established to meet the previous 2023 deadline.

The IAB Tech Lab’s seller-defined audience (SDA) spec is touted as a key contextual targeting alternative for the post-third-party-cookie digital ad ecosystem – one predicated on privacy-friendly addressability and publisher first-party data monetization. Some publishers are enthusiastic about testing SDA campaigns in the run-up to Google’s 2023 deadline for the phaseout of third-party cookies in Chrome. There is growing concern, however, about a marked lack of advertiser interest in doing the same.

The impending Google customer force-shift from Universal Analytics (UA) to Google Analytics 4 (GA4) represents a major change to how advertising ROI will be measured via Google’s services going forward. But publishers that spoke to AdExchanger about their migration plans aren’t feeling the same pressure as with, say, preparation for third-party cookie deprecation, Google’s other major upheaval scheduled for next year.

“The Sell Sider” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Scott Messer, SVP of media, Leaf Group. Last month we looked at how publishers may be losing their grasp on the contextual opportunity ahead. This month, we’ll explore the […]