Google Will Make Parallel Tracking Mandatory On Oct. 30 – But What Is It?

Starting Oct. 30, Google will make parallel tracking the default way to run third-party tracking for Google search and shopping ads. It’ll become mandatory for display and video ads by March 2019. For now, only Chrome traffic will use parallel tracking, with other operating systems and browsers to be added throughout the rest of theContinue reading »

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Spotify, TGI Fridays Enlist Foursquare For Machine Learning-Powered Measurement

Spotify and TGI Fridays are hooking up with Foursquare as a preferred measurement partner. Solid measurement is what seals the deal with marketers, said Brian Berner, head of US sales at Spotify. “Many of our [brand] partners have a brick-and-mortar presence, so we’ve seen increased demand for measurement that showcases how our ad platform connectsContinue reading »

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Is Apple Angling To Cut Out App Attribution Vendors?

Apple just made a move under the radar that could cause third-party attribution providers to become obsolete. In late March, Apple quietly released SKAdNetwork, an API for iOS 11.3 that allows ad networks or advertisers to directly attribute installs from the App Store without relying on an attribution vendor. Apple’s well-documented stance on consumer privacyContinue reading »

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Facebook Aims To Calm Anxious Advertisers With Upgraded Brand Safety Controls And More Third-Party Measurement

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In a blog post Wednesday, Facebook’s VP of global marketing solutions, Carolyn Everson, acknowledged that some marketers are “feeling uneasy” about viewability, online ad metrics and brand safety. She outlined updates meant to address that discomfort. First, Facebook intends to give advertisers more control over where their ads are running by tightening guidelines on theContinue reading »

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Facebook Data May Be At Odds With Census Data, But Advertisers Won’t Stop Spending

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The accuracy of Facebook’s reporting is under the microscope again courtesy of Pivotal analyst Brian Wieser and an Australian trade pub called AdNews. In a note to investors on Tuesday, Wieser called attention to Facebook’s claims that it reaches more people than exist within certain age groups, based on US Census data. Wieser was tippedContinue reading »

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Facebook Is Embarking On Phase Two Of Its MRC Audit

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The MRC kicked off the second phase of its three-part Facebook audit at the beginning of August: an assesstment of the quality of Facebook and Instagram viewability metrics as reported by viewability partners like Moat, Integral Ad Science, comScore and DoubleVerify. Specifically, the MRC is examining if Facebook’s API accurately transmits what’s happening on FacebookContinue reading »

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Verification Consolidation: DoubleVerify Is Actively Exploring A Sale

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DoubleVerify is looking for a home. AdExchanger has learned that the independent verification company recently hired a banker from tech-focused investment firm Pacific Crest Securities. Final bids were due Tuesday, and sources tell AdExchanger the deal price could be somewhere in the $350 million range – a lofty bid, though considerably less than the reportedContinue reading »

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