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How IAB Tech Lab aims to calm concerns around Google's Privacy Sandbox

Ahead of the trade organization’s Annual Leadership Meeting this week, chief executive Anthony Katsur details efforts to provide answers to some of the ad industry’s most critical questions.
January 29, 2024

How IAB Tech Lab aims to calm concerns around Google's Privacy Sandbox

Ahead of the trade organization's Annual Leadership Meeting this week, chief executive Anthony Katsur details efforts to provide answers to some of the ad industry's most critical questions.

Additional coverage:

  • Amazon needs ad-supported streaming to lure a fresh wave of them into its ads business: brand dollars. This way it becomes a place for all advertisers to spend more money, not just those with a storefront there.
  • The Federal Trade Commission opened a new inquiry into five AI companies and five more tech CEOs will be at this week's Senate hearing.
  • After a difficult 2023, brand sponsorships are trending upward in esports in 2024 — but in a more experimental manner than the blind trust of past years.
  • Publishers in the UK are keeping close contact with the ICO as they try and strategize for a compliant solution to cookie consent pop-ups without risking revenue.
  • The former global chief strategy officer for EssenceMediacom explains what agencies need to do to keep up with branding efforts that need to deliver more impact on a performance level rather than just traditional brand building.
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Ahead of the trade organization’s Annual Leadership Meeting this week, chief executive Anthony Katsur details efforts to provide answers to some of the ad industry’s most critical questions.

howdy!
Amazon needs ad-supported streaming to lure a fresh wave of them into its ads business: brand dollars. This way it becomes a place for all advertisers to spend more money, not just those with a storefront there.

While DCO has become integral to agencies’ workflows, teams are still working to integrate this technology better throughout the campaign lifecycle.

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howdy!
The Federal Trade Commission opened a new inquiry into five AI companies and five more tech CEOs will be at this week’s Senate hearing.

For continual investment in CTV, advertisers need confidence in the channel. A new system where advertisers receive contextual and semantic signals and show-level data can accomplish this with cooperation from the industry.

howdy!
But brands are getting smarter about esports, and spending less blindly than some did during the hype-infused FOMO days of 2018 and 2019. It’s become clear that the ROI of esports sponsorships is far behind that of traditional sports partnerships, and marketers are no longer willing to simply copy and paste their sports marketing budgets over to esports.

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The advertising industry is already transforming just a few weeks into 2024 with more change to come. Experts see AI becoming more common and leading to new required skill sets.

howdy!
Publishers in the UK are keeping close contact with the ICO as they try and strategize for a compliant solution to cookie consent pop-ups without risking revenue.

howdy!
The former global chief strategy officer for EssenceMediacom explains what agencies need to do to keep up with branding efforts that need to deliver more impactfully on a performance level rather than just traditional brand building.

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