Paul Bannister
@pbannist
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@WeAreRaptive CSO and co-founder. Talk about digital advertising, privacy, adtech, and occasionally video games. Views are mine.
New York, NY
Joined March 2008
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Overwhelmed by the new technologies that are coming to replace cookies? Our graphical breakdown should help you wrap your head around all of them!
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If someone tells you their tech is cookieless and it doesn't use hashed emails, it's definitely fingerprinting.
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Most of adtech is heading down one of two paths to deal with ID deprecation:
1) Get users to log in and track them based on their email
2) Use technical data (fingerprinting) to track them across sites/apps
But there is a big underlying problem with both approaches... 1/
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🚨🚨Super early Chrome deprecation data analysis! 🚨🚨 Data from tens of millions of impressions since the 1% deprecation trial came into effect on Jan 4. 1/
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I screwed up. I showed up for a panel today and was immediately struck by the lack of diversity. I didn't do a prep call and didn't look at the speaker list. I need to do better to ensure that panels I'm a part of include the amazing women and BIPOC leaders in our space.
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What can a marketer collect at a baby's first birthday?
First Party Data
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🌶🌶🌶 Spicy take alert! 🌶🌶🌶
No one will tell you this, definitely not someone at Google, but my gut is that the odds of a delay of some kind of a 3rd party cookie deprecation are getting pretty high.
1/
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The DOJ filed its complaint against Google today around alleged monopoly practices in open web display ads. There's tons to unpack that I'll be digging through, but one of the most interesting things is imagining what the world might look like if the DOJ's remedy happens. A🧵
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It would be pretty sad if, after privacy regulations are fully enforced, that advertising goes back to the way it worked in the 1950s. What a waste.
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I haven't enjoyed my 7-day free trial of 2021. Please cancel my subscription and do not charge my credit card.
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So, it seems like I should be buying a lot of lottery tickets today.
🌶🌶🌶 Spicy take alert! 🌶🌶🌶
No one will tell you this, definitely not someone at Google, but my gut is that the odds of a delay of some kind of a 3rd party cookie deprecation are getting pretty high.
1/
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🍪🍪3rd party cookie deprecation testing framework! 🍪🍪
We're three weeks into testing how the end of 3pc will affect publisher monetization and advertiser performance, so here's a view of the Google framework and some of the ideas guiding Raptive's analysis. Read on! 1/
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The Privacy Sandbox is really confusing to understand. It's easy to mix up the names of things, not know how the pieces fit, or have a birds-eye view of what the heck the whole thing is. So I made a map, that lays out most of the parts of the sandbox that hopefully is helpful!
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Surprise! SSPs sell garbage because buyers buy it!
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One day, about a year from now, thousands of media buyers will load up their DSP, check the status of their open web campaigns and find that scale has crashed. Then they'll reallocate their spend to walled gardens. Unless we work together to build something better!
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Privacy Sandbox is going live in Chrome 114 - if you update you might see it now. Your first view will be this popup once you restart - "enhanced ad privacy" is the overall branding to users. 1/
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With Google moving to first-price auctions, there didn't seem to be any diagram that showed how things work now and what they are changing to. I took a stab at it and would love feedback!
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More dollars are spent today on the marketing of identity solutions than dollars spent marketing with identity solutions
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Let's talk ID Bridging! A hot topic in programmatic advertising, but not that well understood outside of a small group of people. The below description is slightly simplified, but I don't think the details I've glossed over are that important - let me know if you disagree! 1/
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July Comscore data is out and we made it to the pinnacle. CafeMedia and our publishers are now among the top 10 largest web properties. 🚀🚀🚀
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This will be a great test case for the twitterati to see a free product move behind a paywall when ads would have kept it accessible to a broader audience. Rich people get better stuff when advertising can't support quality content - including games
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So some big news today - we're one of the first companies to be directly integrated with The Trade Desk via OpenPath. This means that via Prebid, CafeMedia publishers are getting direct access to advertiser spend from TTD. 1/
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Here are the questions that Google needs to answer:
* Will their O&O ad systems have access to data from: Chrome log-in, Chrome sync/history, Login with Google, Login with Google history, Android history, Google Home? (I think the answer is "no" but they need to answer)
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Let's talk about FLoC. Aside from a source of endless puns ("What the FLoC?"), it's really Google's attempt to rebuild ad targeting in the Privacy Sandbox around the prospecting use case - how can advertisers find new customers? 1/
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I would give up every shred of privacy so apps and websites would stop logging me out. I want to be logged into everything until I die, unless I specifically log out.
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My FLoC is certainly going to be "people who spend far too much time in Google Docs"
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Interesting how privacy advocates are modifying their language from being against "cross-site tracking" to "targeted advertising" - which makes it clear that for many of them this isn't about privacy, but about attacking business models they don't like
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Google Ad Manager appears to be down for many/all publishers. Mst be global. Fun stuff at the busiest time of year!
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How are the FLoC Origin Trials going? How many FLoCs are there? Do they actually match up with content visitation data? What use cases can we see for advertisers and publishers? The answers to these qs and more can be found in
@dmarti
's first look at FLoC!
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After a year+ of talking to dozens of companies about ID bridging, I can confidently say that all ID bridging conversations are a series of miscommunications and misunderstandings.
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Something that doesn't seem to be getting enough attention is Google's new GDPR TCF 2.0 guidance around "Purpose 1" consent. Previously, if a user opted out, you would tell GAM to serve non-personalized ads (npa=1), but now Google is saying that if 1/
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Inspired by
@SarahSluis
recent article, I assembled this overview of the major wrapper types out there. Hopefully helpful - would love to hear thoughts!
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The new version of Safari will let users "erase" parts of web pages (like ads) that they don't like. This will have the greatest impact on sites with heavy repeat readership - probably News sites hit worst of all. Sorry journalism, Apple DGAF about you.
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I worked with
@SarahSluis
at
@adexchanger
to create this video explainer about TURTLEDOVE - really digging into the radical differences between today's world of advertising and a potential future. 1/
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ATT. Whichever way it all works out, this week is going to be an epic car crash to watch. 🍿🍿🍿🍿
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The New York Times is often held up as an example of "the future of advertising" with their focus on privacy and 1st party data. I would argue that if the NYT is the future of advertising, it's going to suck really badly, and drive even more money to walled gardens. 1/
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"Privacy" means different things to different people, but I think broadly it means two overlapping but not equivalent things: A) My data is not shared; and B) my data is not misused. The tech giants have convinced the world (and regulators) that (A) is the problem 1/
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Pet peeve: an email address is not "data". It is something that you can link data to, but just knowing someone's email address gives you nearly no knowledge about that person at all. Can we stop saying "collect first-party data" when we really mean "collect emails"?
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This seems like a huge deal - is this the first time that Google has made their demand available through a channel they don't control? I wonder if this is a harbinger of AdX in Prebid?!
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So the un-redaction of the Google lawsuit has brought to light lots of interesting things. Unfortunately, I think there are inaccuracies in what's written and it weakens the case. There are also some super interesting true things I wanted to highlight. 1/
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The UK CMA published Google's latest document around upholding their commitments around the Privacy Sandbox being positive for competition. Unsurprisingly, it totally fails to cover the two largest points that advantage Google (and other large companies) over small ones. A 🧵1/
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Fortuitously, my Chrome is in the Privacy Sandbox trials. That means a few really interesting things... 1/
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It's great when agency people who ignored you become pub dev people who want your attention immediately.
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Over the summer, a Google engineer gave a presentation about what the next version of FLoC might look like. I dug into the presentation and analyzed what "FLoC 2.0" might look like from an advertising perspective. 1/
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The week of October 17 having Programmatic IO, AdWeek (the event), AdWeek (the magazine) Publisher Week, IAB events, Beelertech event, and more is going to be the most epic car crash of ad industry events of all time.
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This is awesome. Kudos to TTD for building this product. I can't wait to see it fully rolled out and for buyers to make choices based on the media seller, not just audiences and other signals that are dying anyway.
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Big news: Microsoft Edge is launching its own privacy-preserving ads API that is modeled on Google Chrome's PA API, but has some key differences that improve upon PA. 1/
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So Google's announcement today that they won't support any email-based/universal IDs is quite unsurprising and very consistent with their messages to-date. What ISN'T said in their post is actually what's more interesting. 1/
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Thrilled that two weeks ago I joined the board of the
@IABTechLab
and today
@patmmccann
was reelected to the board of
@prebidjs
.
@CafeMedia_
/
@Adthrive
are representing publishers across the industry!
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1/ Time for a Google conspiracy theory, I call it GATE - GAM At The Edge. Buried within all of their new proposals about digital advertising after cookies, is a particularly interesting one named TURTLEDOVE. Believe it or not, that actually is an acronym!
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Thrilled to announce that CafeMedia and AdThrive are now Raptive. Our new brand supports all of the great work we are doing to expand our services for creators and advertisers. Excited for this next chapter!
CafeMedia and AdThrive are now Raptive, a new kind of creator company transforming creators into global brands and lasting businesses.
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My 13-year-old just called my Twitter/LinkedIn post on Chrome cookie deprecation "going Gen X viral" which I'm mostly taking as a compliment.
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Ad arbitrage: Buying clicks to drive traffic that fails to drive advertiser outcomes
Retail media: Selling clicks to drive traffic that drives advertiser outcomes that would have happened anyway
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Summary of this webinar: "Privacy, as defined by Apple, is good for users and for you. Make sure to buy our ads. Kthxbye!"
Apple is hosting a webinar for advertiser clients in which it must first 1) try to justify ATT, which cratered performance on all other channels & 2) explain how its own targeting methodology can be described as ‘personalization’ before 3) providing practical tips. All in 20 mins
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LOL "unintended". Apple, Google, and other walled gardens are well aware that the death of 3rd party tracking is very good news for them. Apple in particular has lobbied for these changes because they get major advantages, and now look how fast their ads business is growing.
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Motion to rename "online advertising" to "paying the salaries of the content creators you love technology"
Motion to rename “online advertising” to “consumer content subsidization and relevancy optimization technology"
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They're only dark patterns when they're done by someone other than Apple
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Tweetstorm incoming: I've now read the WSJ article ( …) on behavioral targeting not paying off for advertisers, and more importantly the actual paper ( …), it's a mess...
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Business ideas using FLoC:
* Tinder matches by FLoC
* FLoCRoulette
* Grubhub recos powered by FLoC
* Nest sets your home temperature based on FLoC
* AirBnB recommendations based on FLoC
You're welcome.
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This is a big deal. A new group is being formed within the W3C around Private Advertising. This may seem semantic, but important, as previously there was an advertising group (with limited/no representation from the privacy side) and a privacy group 1/
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💸💸 Privacy Sandbox Buyer Report 💸💸
Over the last few months, we've collected significant data about how different buying platforms are spending using Protected Audience API. This gives some insights about what those companies’ plans might be. 1/
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BREAKING: $750MM in incremental revenue is waiting to be captured by companies that use this specific technology. Sponsored by [company that makes software using that technology]
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Spoiler alert: Publishers shouldn't trust anything Facebook says
A little scoop in this week's member-exclusive media briefing: Facebook is building a tool designed to show publishers how much money they could be making if they published all their mobile content through Instant Articles
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For about 16 hours yesterday, Chrome's testing of Privacy Sandbox ad-related features failed. As browsers restarted, the testing was turned off. Over the course of the day, revenue from Protected Audiences API plummeted, and signals from the Attribution Reporting API ceased. 1/
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Excited to share that I have been named to the "Fastest Growing Waistlines In Digital Media" list for the 4th year running.
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Only took 99 issues for the advertising haters to show up on the FLoC github.
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If Google is forced to divest GAM and AdX, what would the spinoff's corporate name be? Wrong answers only.
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We're a beta tester of Google's Publisher Provided Signals - basically, G's version of Seller Defined Audiences. Like SDA, it has a lot of promise, and we've already had advertisers buy based on this - even though we only have a few segments running.
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Transparency is the single best advantage that open Internet advertising has over walled gardens. But transparency also makes the shady stuff more visible than in the walled gardens, and that gets all of the coverage. We need more coverage of the great things that are happening!
@mjbarash
This I won’t put on LinkedIn:
Everyone’s burnt out and tired of the negativity and bullshit that surrounds us 24/7. This is exactly why we celebrate the relationships but in one way or another have disconnected from the tech. It’ll get better but imo only after it gets worse.
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2025: Stock photography revenue from cookie images declines by 90%
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Have been digging through the updated Texas v. Google. Beyond the breathless tweets of last week, it's worth pointing out issues and inconsistencies in the case (at least, in my opinion). First, Enhanced Dynamic Allocation ("EDA"), paragraphs 282-296 1/
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In the interest of transparency, I wanted to let those who monitor ads.txt files know that CafeMedia/AdThrive has started rolling out a new version of our ads.txt that includes the soon-to-be-adopted ManagerDomain value! We should be at 90% coverage later today.
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Pretty much anytime you let someone do audience extension, they're going to arbitrage you.
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Uncookied Chrome users appear to be monetizing about 30% worse than those with cookies. That seems bad, but it's far better than the 60% worse performance of Safari users. Considering that this is just the beginning we think this is a really positive result. 3/
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After tonight, everyone who didn't already have a way to deliver ads directly via Prebid is putting that at the top of their eng priority list.
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Advertisers: I am so concerned about my brand that I must only run the most brand-safe content.
Also, advertisers: I'm totally fine buying disinformation as long as it drives my CPC down!
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Apple and Google talk about "privacy" the same way that energy companies talk about "carbon-neutral oil". Whitewashing and self-dealing.
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Good writeup of the latest Firefox privacy changes. Unshockingly, they block a lot of URL trackers but don't block the Google Search URL tracker - since Mozilla is totally reliant on revenue from Google Search
Firefox adds support for stripping tracking parameters from the URL.
#ETP
#privacy
#advertising
#measure
#firefox
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Watching the government going after Google for potential misdoings in years past while ignoring that Apple is currently building its own monopoly and self dealing business model (on the web through inaction) is crazy. Lawyers love their iPhones I guess.
That meeting was back in February. Nothing since. Facebook doesn’t control the platform - Apple does. If this is a use-case you care about, and would like to see proper support for through a platform-supported, private API, consider chiming in on the issue.
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Why are people talking about identity all of the time as if it's the only solution to the end of cookies?
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PSA: Clicking on search or Amazon ads for products you were already going to buy drives your prices up. Scroll down and click organic results.
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Clean rooms are cross-site tracking and will be shut down by platforms or regulators. Prove me wrong.
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Excited to have finally heard someone say "SKAdNetwork" out loud and now I know it's "Ess-Kay Ad Network" and not "scad network" which always sounded awful.
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Big news from
@larakiara
and
@threefirstnames
. Ultimately this isn't that surprising giving all of the pressure that Google is under. 1/
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Now, we have to use our influence for good, unlike many of the older internet giants.
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I'm excited about this new partnership with LiveRamp. Until now, clean rooms were missing a number of key features, and LR's new Safe Haven for Publishers checks a lot of those boxes. This will open up a lot of new possibilities for marketers and publishres to work together
CafeMedia, which manages the tech and sales for titles like MacRumors and Thought Catalog, is working with tech platform LiveRamp to offer its data clean room Safe Haven solution to the millions of readers across CafeMedia’s 4,000 creators’ sites.
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Any sufficiently advanced ad platform is indistinguishable from Taboola.
So the TikTok "Top Ads" dashboard by CTR is, uh, quite interesting.
Lots of engagement bait, homogeneous design (perhaps from Creative Exchange partners? Unclear to me), no large advertisers, very little clarity on clear brand/product/identity.
sus.
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Even though Topics is way more private than FLoC, I'm sure we'll see many privacy organizations publish articles like "Topics is the absolute worst for privacy!!!" so they can rile up their supporters and get more donations.
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I think a real flaw of the w3c is treating privacy like security. Security needs to be absolute. Privacy should be able to flex in certain cases to bring about other benefits. Privacy isn't absolute in the real world.
New: Google's plan to replace third-party tracking cookies with new privacy-focused tech has hit yet another snag. A key web standards group says the Topics API proposal has privacy issues. "We do not want to see it proceed further."
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If you tell me your product is "privacy-compliant" or "privacy-preserving", I'm 95% sure that it's not.
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If I were an advertiser I'd be making custom ads right now, with the right tone, talking about how proud our company is to support journalism, democracy, and apple pie. Not only is it the right thing to do, but would be amazing for business.
Applebee's dancing CNN cowboy terrified advertisers. Now clients retreat from Ukraine news. Their media agencies are trying to calm them.
@catthekin
@CheckMyAdsHQ
and
@consciousadnet
@JacobDubbins
join 2 anonymous brand safety experts
@thedrum
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Great insights on ATT impact. Advertisers lose tracking across web/apps so they bring commerce onto Facebook. The open web will suffer, as advertisers move entirely inside Facebook's walls. They'll feel some short-term pain, but Apple's change helps Facebook much more than pubs.
Advertisers large and small are having more difficulty targeting ads; and there are fewer conversions where consumers take actions on those ads, like making a purchase or downloading a game.
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