The WARC Podcast 2024 trends in programmatic advertising
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Aug 27, 2024 Wayne Blodwell, Co-founder and CEO of Impact Media, and Sascha Eder, CEO of NewtonX, delve into the evolving landscape of programmatic advertising. They discuss Google's cookie policy reversal and the industry's unpreparedness for change. The conversation highlights the critical need for transparency in programmatic and the alarming rise of AI-driven fraud. Both guests stress the importance of sustainability in ad practices, proposing that quality measures can reduce carbon emissions while maintaining effectiveness in a walled garden versus open web debate.
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Chrome Cookie U‑Turn Buys Time
- Google paused cookie deprecation because the industry and alternatives weren't ready.
- The reprieve buys time for testing but doesn't remove the need for cookie-less strategies.
Continue Diversified Cookie‑Less Testing
- Keep testing first‑party data, contextual ads and predictive analytics despite Chrome's reversal.
- Spread your bets across approaches and scale up the ones that prove reliable.
Satisfied Yet Uninformed On Inventory Quality
- Many advertisers report satisfaction with transparency while simultaneously lacking adequate inventory quality data.
- This contradiction suggests acceptance of imperfect transparency rather than corrective action.