As holiday shopping kicks off earlier this season, advertisers are feeling the pressure to find new ways to reach enthusiastic buyers. Cookies are no longer the foundation of digital advertising. Today’s top shopping and content channels—including connected TV (CTV), out-of-home (OOH), gaming, and audio—don’t use cookies at all, marking a major shift in…
Consumer holiday spending during Cyber Weekend (the five days from Thanksgiving to Cyber Monday) increased by 7% YoY according to Adobe. In 2024, there are 5 less shopping days than in 2023 since Thanksgiving fell…
As we hit the home stretch in the Presidential election and other federal and statewide races, digital advertising spend continues to flourish. But, candidates and their marketing teams may be fumbling on a key component of their playbook that could be the…
The top ten advertising verticals increased their cookieless share of voice by 51% in Q2 2024 YOY on the 33Across Exchange. Retail and finance advertisers showed significant growth in cookie alternative spending. In the latest 33Across Programmatic Cookie Alternative Trends Report, we highlight…
Seemingly, every week, a new retail company is entering the retail media space. The most recent one is a huge one: Costco. The company, which is known for its minimalistic marketing strategy, is finally joining its biggest…
What are cookies and what do they do? Learn about the phase out of third-party cookies and what it means for SSPs, DSPs, and consumers going forward…
Advertising technology is rapidly evolving, transforming the way brands connect with consumers. From programmatic advertising to data analytics, the adtech industry is driving innovation and efficiency in marketing. As part of this series, we had the pleasure of interviewing Paul Bell. Paul Bell is the President at 33Across, an addressable infrastructure that provides…
More programmatic buyers have pushed to adopt alternative identifiers to solve for signal loss, a move prompted by Google’s announcement of removing third-party cookies from 1% of Chrome users. On average, publishers grew their cookie alternative share of revenue by…
To find a new revenue stream, Wal-Mart didn’t need to open a new store or work with a new distributor or sign a new supplier. All it needed to do was monetize its existing audience through advertising to the tune of $3.4 billion per year. That’s only slightly less than Barnes & Noble made in revenue all of 2022. Wal-Mart achieved that incremental revenue through the creation of a retail media network, which enables the companies that sell goods at Wal-Mart to pay to reach potential customers through…
The rise of programmatic advertising quickly led to an increase in middlemen and third parties that served as conduits between advertisers and publishers. What followed was the buy side often found the same inventory being offered over and over again, creating a need for supply path optimization (SPO). That led to a dance that continues today between demand looking for the most efficient path and/or unique value-generating inventory, while…
Since Google announced it would begin removing third-party cookies on 1% of Chrome users, more programmatic buyers have pushed to test alternative identifiers and solutions. On average, advertisers grew their cookie alternative investment…
The digital advertising industry has always evolved, and ad tech companies have always led innovation to help marketers reach and engage with consumers. Third-party cookie deprecation changes the core of our industry. We must embrace…
This much is true: Google will begin its cookieless phase-out in Q1 2024. Of course, cookieless traffic has been around for awhile, it’s been mistakenly attributed as just being a Safari issue. Even today we see 14% of the Chrome browsers and 11% of Edge produce cookieless traffic on the 33Across exchange. Also if you click on a Facebook link, 25% of that mini browser traffic is cookieless. Caught in the crossfire are publishers, whose inventory becomes less effective without the attribution that the third-party cookie brings…
The future is here. As the clock strikes midnight on December 31, 2023, another clock gets set into motion: the beginning of the end of third-party cookies. Google’s long-debated cookie depreciation will begin in January incrementally and support for them will be gone by the end of the year. While anyone tracking this environment has…
Holiday shoppers broke another record with 200.4 million consumers shopping from Thanksgiving Day to Cyber Monday, up more than 18 million year-over-year. After a soft start to 2023 due to economic concerns and low consumer confidence, many analysts lowered their…
For years we have known a cookieless future awaits. And yet! Few seem prepared for this inevitability. Throughout history, there have been revolutionary changes that have remade industries and created powerhouses of those companies that took a leap to prepare for the future. IBM, was early to identify the personal computer revolution. Netflix created the modern streaming industry while it was an extremely successful DVD supplier. And for as many industry champions, there were…
Despite concerns of a looming recession and a potential drop in ad spend in the first half of 2023, Google’s decision to get rid of third-party cookies in 2024 set the stage for an urgent scramble toward cookie alternative solutions in Q3 2023. As a result, we saw an increase in cookie alternative spending across…
There are approximately two million electric vehicles on the road in the US today, which account for less than 1% of the 250 million vehicles sold in the US. And, yet, it’s increasingly difficult to pass…
In 33Across’ Q2 Programmatic Cookie Alternative Trends Report (vol. 4), we analyzed programmatic transactions on the 33Across exchange to gain insight into cookie alternative versus third-party cookie buying trends for buyers and sellers. Retailers have long benefited from programmatic advertising’s ability to activate…
After a challenging Q4 and the usual drop in revenue that the industry sees during the first quarter of the year, we were pleased to see continued growth in cookie alternative investment. During a time when marketers are seeking efficiency while trying to reach new audiences, unaddressable inventory checks many of these…
With record-breaking growth in 2021 and hitting a revenue goal of $200bn in early 2022, digital advertising’s year-over-year growth has sharply declined, according to the Interactive Advertising Bureau’s (IAB) and PwC’s latest annual report. The report highlights how…
Q4 2022 was challenging compared to prior years due to low consumer spending caused by inflation. Despite this, cookie alternative inventory gave advertisers greater efficiency and publishers increased incremental revenue. The 33Across Programmatic Cookie Alternative Trends Report highlights buy-side and sell-side …
The Cyber Five (the period between Thanksgiving Day to Cyber Monday) is the most anticipated time for retailers as an influx of gift-givers cash in on the best deals of the year. With a record 196.7 million shoppers, this Cyber Weekend was especially interesting to …
Since approximately 80% of brand spend targets half of a publisher’s supply, the unaddressable market is a huge opportunity for publishers looking to monetize every user. In short, publishers should have two different strategies for their…
Black Friday and Cyber Week are officially here – both of which bring some of the biggest retail deals of the year. Retailers have been diligently planning for these large-scale events, but may be left wondering what role the economy and the aftermath…
In the recently produced 33Across Programmatic Cookieless Trends Report, we analyzed programmatic transactions on the 33Across exchange to gain insight into cookieless versus cookie trends for buyers and sellers during August and September 2022. From a demand perspective, our report highlights…
We produced the 33Across Programmatic Cookieless Trends Report in order to highlight cookieless trends across varying advertising industry verticals on the 33Across exchange from August – September, 2022. The report answers…
Today, the majority of programmatic revenue runs on third-party cookies, leaving almost half of a publisher’s inventory under-monetized. Looking ahead to Google’s plan to phase out third-party cookies in 2023, the problem will only get worse. With over 40 registered ID Modules in Prebid and 80-plus IDs in-market to choose from, publishers have…
For as long as people have browsed the Internet, advances in ad tech have made it easier for advertisers to reach their intended audience with ads. But that unfettered growth in targeting and data collection ultimately led to the point in time where privacy advocates and governments are clawing that capability back.
Facebook’s recent less-than-stellar earnings report can…
While the 2021 holidays will be much different than last year’s due to the COVID-19 vaccine, consumers will continue to shop online instead of going into stores. Last holiday season, online and…
Psst. The 2021 holiday season is already here. While the optimism we hoped for after vaccines became available has dissipated because of the Delta variant and lingering supply chain issues, retailers nonetheless expect another solid holiday season.
Both Bain and Deloitte predict…
Google’s recent reversal on its cookie ban — at least until 2023 — has provided marketers and publishers with a temporary reprieve by delaying the depreciation of 3P cookies on Chrome browsers. Previously, Google announced in March they would not create or allow alternate identifiers to…
Google’s delay of the 3rd party cookie created quite a fervor last week and have many trying to read between the lines behind the announcement. What it really did was…
We previously covered 2020’s prolonged shopping season and the impact that COVID-19 will have on how consumers will shop. For our final part of our Cyber Week is Canceled series, we’re discussing how consumer lifestyle changes will affect shopping and what media buyers can do to capture consumer attention. Consumers have also taken up different…
It’s officially Q4 and the season finale of 2020 is here. In our first installment of our Cyber Week is Canceled series, we discussed how we should now think of the shopping season as Cyber Quarter since consumers will begin shopping much earlier. The National Retail Federation has even launched a…
2020 has been anything but normal and we will continue to brace ourselves for what’s ahead in Q4. In this three-part series, we will look at how COVID-19 will affect the overall holiday retail landscape, how earlier pandemic related supply chain issues will play a role in…
With a global pandemic well underway, gone are the “normal” holiday media tactics that retailers rely on during the most profitable time of the year. However, there are a few things to keep in mind. First- Don’t panic. We got you. The beauty of programmatic is that it’s the perfect…
We’ve all had to take a huge pause in common everyday functions of life during this coronavirus pandemic: How we live and work. How our kids learn. How we connect with customers. How we stay safe and live together in isolation. All. The. Time. Pausing, catching a breath and taking time to reflect is always…
As we near the election, publishers and buyers should continue to be on heightened alert for dis-information and hate speech. Be sure to work with partners that take proactive steps to protect their brands and business. Recently, there were some questions about…
As one of the longest, if not the longest, tenured CEO of an ad tech start-up, Eric Wheeler’s tale of 33Across is filled with both challenges and triumph but there is one overarching theme: quality should be at the heart of everything you do….
In a recent survey from Digiday and Pubmatic, more than 40% of buyers said they worried that SPO would negatively impact their KPIs and more than 30% said they feared losing access to unique inventory. In our experience, these fears are not completely unfounded. Luckily, the industry is beginning to move beyond…
As prices rise on Facebook and Instagram, D2C brands are starting to look elsewhere, from Pinterest to Snap to TV — and even to billboard and print. But the best bang for their buck may be in…
You don’t have to work in ad tech (or even advertising at all) to know that there’s a growing sense of distrust around how people’s personal information is being…
When GDPR forced our entire industry to take a closer look at how we capture, store and leverage user data, Content Marketing predictions for how we’d move forward were dire. Nearly a year later though, there are signs that publishers’ efforts to…
Last year Memorial Day was slated to be the second largest retail season after the Q4 Holiday Season. With an estimated $36 Billion in spend, Memorial Day has become more than just …
Low trust in online media quality has led to an overreliance on private marketplaces. Our CEO, Eric Wheeler, explores the benefits of pursuing “quality at source” to clean up the open exchange ecosystem.
Every January, advertising executives start with a clean slate and new business objectives. Last year, our industry struggled with issues of quality in programmatic and we did some solid work to elevate the discussions, put forward some…
One question dominated conversations among publishers and platforms — along with a new crop of challenger or “disruptor” brands — at this year’s IAB ALM: How can we as an industry win back consumer trust…
Economic downturns are both cyclical and inevitable. Since getting my first advertising job in 1993, I’ve been through a few recessions. With the exception of Sept. 11, 2001, most are relatively easy to spot. It’s usually a perfect storm that builds…
The Interactive Advertising Bureau has just gone on the record in favor of Federal privacy regulations, and with the looming ePrivacy Regulation and the California Consumer Privacy Act, it’s clear that scrutiny around data usage and privacy…
Throughout this year, we’ve seen a growing chorus of marketers demand increased transparency, quality, and attention for their programmatic advertising investment. Industry initiatives like Ads.txt and the MRC’s viewability standard have helped…
Programmatic advertising has a quality control problem, but it’s probably not the way you think. We have an opportunity to deliver value for all parties involved — publishers, advertisers, platforms, and of course, the users — but it requires a shift in thinking that frankly, I’m not sure the…
Programmatic “in-housing” — or the trend of marketers managing their programmatic media buying directly — remains one of the industry’s hottest topics. We see this reflected in a recent…
There was no shortage of brilliant examples of the convergence of advertising and technology at this year’s Cannes Lions festival, including innovative applications of AI and VR. But more than 80% of digital advertising spend will be programmatic this year, according to eMarketer. So in that sense the divide between creative…
On Friday, May 25th, the General Data Protection legislation (GDPR) will go into effect for all countries in the European Economic Area (EEA). The GDPR unifies consumer data privacy regulation across the EEA and sets strict standards surrounding the use and disclosure of personal data…
Summer’s unofficial start is upon us. Before you fire up the grill or hit the beach, make sure you have the right approach to add some extra sizzle to your holiday campaigns…
For years, the digital advertising industry settled into a predictable pattern. Let’s call it SBLR for short: Soul Searching, Big Speech (typically at the IAB or ANA annual meeting), Little Industry Action, Repeat. Not much progress was made toward cleaning-up programmatic advertising or even defining what “cleaning-up” actually meant….
Let’s agree that time is money. And with recent studies showing that the longer an ad is in view, the higher the performance, wouldn’t it stand to reason that as an…
Google announced that as of February 15th, 2018, Chrome will stop showing ads that don’t meet certain standards for quality…
Earlier this week during Interactive Advertising Bureau’s (IAB) annual conference, attendees including myself were called on to provide a better experience across the entire ad tech ecosystem…
How many times have you had a programmatic campaign not go exactly as planned?…
Since its debut in the programmatic stratosphere, private marketplaces (PMP) have been all the craze. Allowing publishers more control over their inventory and giving buyers the option to purchase premium…
Point-of-care patient education media company AccentHeathrecently announced that they acquired PageScience, a programmatic advertising and targeting company for pharmaceutical marketers…
All eyes will soon be on Rio. For over two weeks, the 2016 Summer Olympics will dominate not only television but the digital landscape as well…
It was hard not to miss Mary Meeker’s latest Internet Trends Report, especially the section on economic growth slowing. On the one hand, the report did call out that U.S. internet advertising growth is accelerating…
