Quantcast’s Post

This Digiday article and video is insanely good at demystifying the Attribution Reporting API in Google’s Privacy Sandbox - would recommend if like me you still have questions!

Dan Taylor thanks for this note on how to make sense out of ARA and converting it to fit into current modeling methods. But you are answering the wrong questions. First I want to state that our fit gap analysis is just that- assessment of Sandbox feature capabilities as compared to current capabilities and usage. Its a utility analysis and highlights industry experts' assessment of the impact on their business product and services. This is just a starting point and not an end point. This objective is to bring the industry on same page in understanding the changes. We have to understand the problem before we start solving for it. Specifically about your note on ARA- we never said it is not possible to make use of it. Just that the utility will be degraded due to privacy limitations imposed and multi touch will not be possible due to built in prioritization in attaching triggers. Though attribution is time window based, the collection of click and conversion data is also used for real time decisioning feedback loops which will be heavily degraded (specially in early phases of a campaign or smaller budget advertisers) due to noise and aggregation. Thats all the assessment is saying. So I don't understand how the modeling methods you provided change the assessment.

Interesting and useful update from Dan - not least around testing of privacy sandbox from the perspective of Google ads

Chrome’s #AttributionReporting API (ARA), a part of the larger #PrivacySandbox initiative, offers the web ecosystem an alternative set of technologies for ads measurement post third-party cookie deprecation in 2024. At Google Ads, we have leveraged the flexibility and configurability of the ARA to help advertisers achieve more accurate measurement. This requires developing new algorithms and infrastructure. We have found that such ad-tech side investments can produce better data and measurement than using the raw ARA data alone. Here are two ways in which we have made investments on our side: Blending the aggregate summary reports and event-level reports to obtain improved data that leverages the strength of both datasets: https://lnkd.in/gFyhuA3d Optimally configuring the aggregate summary reports from the ARA to obtain better data fidelity: https://lnkd.in/geWiaRRP Other ad-techs may choose to follow our approach or develop their own variations and innovations. We are committed to sharing our process and engaging with the ecosystem to help our partners and the broader industry transition into a future without third-party cookies. Additional references: Chrome’ Attribution Reporting API (ARA): https://lnkd.in/gXYPS-Fe Privacy Sandbox initiative: https://lnkd.in/gWyhYk6A

The IAB Tech Lab’s recent report calls out what it believes are the Privacy Sandbox APIs’ limitations. There are aspects of the Privacy Sandbox we need to figure out together as an industry as we all prepare for third party cookie deprecation. Our Ads teams have conducted ongoing tests of various APIs, and we’ve found many of them offer more flexibility than what was stated in the IAB Tech Lab's report. Here are our guides where we share our approaches to set up the Attribution Reporting API for others interested in exploring this too: 📊 How to blend both the aggregate summary reports and event-level reports: https://lnkd.in/gs96jnAy ⚙️How to optimally configure the aggregate summary reports: https://lnkd.in/gpzEKpty

There’s a question going around: How might some of the largest organizations take steps to educate themselves on key advertising factors that were once quite easy and simple to learn thanks to cookies - now that things are changing? Well, an API that seems to be extensively garnering the intrigue of many within the adtech world today may replace what once was. Would you say data collection has now become more indirect than possibly ever before with this new API, or do you think it’s still very much like third-party cookies? #AdTech #Cookies #API

Hello LinkedIn folks, First, thank you for the incredible response last week when I announced I was joining The Trade Desk. The outpouring of love and support floored me. My former colleague at WebMD, Anne Bentley, said it best, "You have such a following and nice to see all these great people (WebMD alumni) back working together again."  That said, what have I learned just over the past week at The Trade Desk? -Time spent on CTV has doubled over the last four years, but ad spending has tripled during the same period. In other words, CTV advertising is growing faster than can be explained by its growth in viewership. -Why is there such a shift to CTV? CTV isn’t just an alternative to TV; it brings all new potential, including advertisers' ability to allocate budgets based on real-time measurement data.  -The Trade Desk's Unified ID 2.0 provides holistic targeting and measurement for the Internet, becoming more privacy-conscious. This will help advertisers achieve greater reach, website traffic, on-site engagement, and, most importantly, transparency. Learn more here: https://lnkd.in/eix8g3FB -Many Millennials and Gen Zers have been "cord-nevers," but they are still watching the hot new shows or big sporting events without a cable subscription. That represents significant audiences that advertisers can’t reach on traditional linear advertising buys; they are only available on streaming.  This continues to put The Trade Desk in the driver's seat as the leader of real-time programmatic marketing automation technologies for the Open Internet. Reach out with any questions!  

Learn how Channel Diversification can benefit you in this age of advertising that prioritizes user privacy. Know the exact steps to take a measured, data-driven approach to channel diversification, https://shorturl.at/oCFIR #DotComInfoway #Blog #Article #ChannelDiversification #AdChannels #MonetisationTips #SalesChannelDiversification #AppMarketingTips #MarketingStrategies

We published an implementation guide, detailing how Google Ads is integrating and enhancing the signals from the Privacy Sandbox Measurement APIs, using data science techniques. If you’re an ad-tech provider, this implementation guide might help you too → https://goo.gle/44DmrjS

"Consumers are engaging with more content across multiple devices/screens that have different IDs, which makes it harder for brands to know they are reaching their intended user. The FreeWheel Identity Graph is designed to solve that challenge." — Xander Kotsatos, Head of Beeswax Sales, North America, at FreeWheel. Learn more about the FreeWheel Identity Graph at MediaVillage.org #EffectvEmp