{"id":29179,"date":"2021-07-23T14:40:00","date_gmt":"2021-07-23T12:40:00","guid":{"rendered":"https:\/\/yieldbird.com\/?p=29179"},"modified":"2024-07-22T19:27:11","modified_gmt":"2024-07-22T17:27:11","slug":"ad-tech-programmatic-newsletter-july-23rd-2021-2","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/ad-tech-programmatic-newsletter-july-23rd-2021-2\/","title":{"rendered":"Ad Tech &#038;Programmatic Newsletter &#8211; July 23rd 2021"},"content":{"rendered":"\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span class=\"has-inline-color has-black-color\">Welcome to this week&#8217;s edition of The Yieldbird Digest!<\/span><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The market has heaved a collective sigh of relief after Google announced a delay to the end of cookies. However, it is worth taking this extra time to prepare the groundwork so that you don\u2019t find yourself caught out in two years\u2019 time. We at Yieldbird plan to help you with foundational support for the post-cookie era. In our Yieldbird Identity Guide we provide an overview of the current situation and assess road maps to the future.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, on our blog, we consider the future of the Open Market as a part of the expected change. And for those who would like to take a break from the topic of a cookieless world, we recommend a piece about responding to traffic drops, with tips provided by Google Search Advocate &#8211; Daniel Waisberg.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Happy reading!<\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Dawid Cholewa, Customer Performance Team Manager \/ Yieldbird<\/span><\/strong><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\"><a href=\"https:\/\/yieldbird.com\/open-auction-in-the-light-of-3rd-party-cookies-removal\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color:#ff2450\">Open Auction in the Light of 3rd-Party Cookies Removal in Chrome<\/span><\/a><br><br>\n<strong>Estimated reading time ~ 4&nbsp;minute<\/strong><\/span><\/span><\/p><br>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\">How will premium Publishers look to navigate the change? What will be the future of Open Market following the demise of 3rd party cookies? Will Programmatic spend move to PMP\/PDs? <\/span><\/span><\/p><br><br>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\"><a href=\"https:\/\/whatsnewinpublishing.com\/publishers-what-do-you-do-when-search-traffic-drops-google-answers\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color:#ff2450\">Publishers, what do you do when search traffic drops? Google answers<\/span><\/a><br><br>\n<strong>Estimated reading time ~ 5&nbsp;minutes<\/strong><\/span><\/span><\/p><br>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\">Publishers\u2019 organic search traffic from Google keeps fluctuating over time\u2014even without major changes in terms of content\u2014for a variety of reasons.<\/span><\/span><\/p><br><br>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\"><strong><a href=\"https:\/\/www.axios.com\/att-advertising-xandr-inmobi-42a4f6bd-4c09-4416-aedb-89e216c1b6bd.html\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color:#ff2450\">Scoop: AT&amp;T scrambles to sell ad tech unit Xandr as losses mount<\/span><\/a><br><br>\nEstimated reading time ~ 3 minutes<\/strong><\/span><\/span><\/p><br>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\">AT&amp;T is scrambling to get the ad unit, called Xandr, off of its balance sheet. Sources say it&#8217;s losing tens of millions a year and has been grossly mismanaged by AT&amp;T. Talks are ongoing and could fall through.<\/span><\/span><\/p><br><br>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\"><a href=\"https:\/\/www.gov.uk\/government\/news\/government-unveils-proposals-to-increase-competition-in-uk-digital-economy\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color:#ff2450\">Government unveils proposals to increase competition in UK digital economy<\/span><\/a><br><br>\n<strong>Estimated reading time ~ 4 minutes<\/strong><\/span><\/span><\/p><br>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\">Digital firms with deep-rooted market power to be subject to mandatory code to drive up competition.<\/span><\/span><\/p><br><br>\n\n<p><strong style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif; font-size:12px\"><a href=\"https:\/\/www.exchangewire.com\/blog\/2021\/07\/21\/anzu-and-openx-partner-to-bring-programmatic-in-game-advertising-to-advertisers\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color:#ff2450\">Anzu and OpenX Partner to Bring Programmatic In-Game Advertising to Advertisers<\/span><\/a><\/strong><br><br>\n<span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\"><strong>Estimated reading time ~ 3 minutes<\/strong><\/span><\/span><\/p><br>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\">The integration with Anzu\u2019s in-game advertising platform will give OpenX\u2019s advertisers the ability to programmatically serve IAB-recognised in-game video and banner ads at scale.<\/span><\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"83\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-1024x83.png\" alt=\"For Your Consideration\" class=\"wp-image-22787\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-1024x83.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-300x24.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-150x12.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-768x62.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43.png 1191w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"259\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-1024x259.png\" alt=\"Free Yieldbird Webinars on Programmatic, AdTech and Digital Advertising\" class=\"wp-image-27646\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-1024x259.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-300x76.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-150x38.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-768x194.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu.png 1179w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">We have gathered information about <strong>all available identity solutions<\/strong> so as to help you choose the best one for your inventory!<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-black-color has-text-color has-background\" href=\"https:\/\/yieldbird.com\/identity-guide\/\" style=\"border-radius:5px;background-color:#fbb02e\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>Read the Identity Guide<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"83\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-1024x83.png\" alt=\"Ad tech FAQ\" class=\"wp-image-22791\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-1024x83.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-300x24.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-150x12.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-768x62.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42.png 1191w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\"><strong><a href=\"https:\/\/www.reddit.com\/r\/adops\/comments\/ony2rr\/firstparty_data_demanded_audience_segments\/\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"color:#ff2450\">First-party data: demanded audience segments<\/span><\/a><\/strong><\/span><\/span><\/p>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\"><strong><a href=\"https:\/\/support.google.com\/admanager\/thread\/116935221\/creating-adexchange-tag-to-display-on-page-without-the-need-for-a-admanager-line-item?hl=en\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color:#ff2450\">Creating AdExchange tag to display on page, without the need for a AdManager Line item<\/span><\/a><\/strong><\/span><\/span><\/p>\n\n<p><span style=\"font-size:12px\"><span style=\"font-family:lato,helvetica neue,helvetica,arial,sans-serif\"><strong><a href=\"https:\/\/www.reddit.com\/r\/adops\/comments\/ono4ka\/why_is_adx_demand_serving_pods\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color:#ff2450\">Why is AdX demand serving pods?<\/span><\/a><\/strong><\/span><\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"83\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-1024x83.png\" alt=\"Number of the week\" class=\"wp-image-22792\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-1024x83.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-300x24.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-150x12.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-768x62.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4.png 1191w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"517\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/07\/45-per-cent-gen-x-blocking-ads-page-speed-1024x517.png\" alt=\"45.7% of Gen Xers answered the question \u201cWhy do you use an ad blocker? with \u201cTo speed up loading times\" class=\"wp-image-29180\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/07\/45-per-cent-gen-x-blocking-ads-page-speed-1024x517.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/07\/45-per-cent-gen-x-blocking-ads-page-speed-300x151.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/07\/45-per-cent-gen-x-blocking-ads-page-speed-150x76.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/07\/45-per-cent-gen-x-blocking-ads-page-speed-768x388.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/07\/45-per-cent-gen-x-blocking-ads-page-speed.png 1179w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>45.7% of Gen X&#8217;ers answered the question \u201cWhy do you use an ad blocker?\u201d with \u201cTo speed up loading times,\u201d compared with 44.8% of Baby Boomers, 41.6% of Millennials and 42.6% of Gen Z\u2019ers.<br>Source: <a href=\"https:\/\/www.aax.media\/how-covid-shaped-ad-blocking\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Acceptable Ads Exchange<\/a><\/strong><\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to this week&#8217;s edition of The Yieldbird Digest! The market has heaved a collective sigh of relief after Google announced a delay to the end of cookies. However, it is worth taking this extra time to prepare the groundwork so that you don\u2019t find yourself caught out in two years\u2019 time. We at Yieldbird [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":22804,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"content-category":[],"class_list":["post-29179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/29179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=29179"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/29179\/revisions"}],"predecessor-version":[{"id":33339,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/29179\/revisions\/33339"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/22804"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=29179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=29179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=29179"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=29179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}