David Cohen discusses the IAB's future and privacy regulation on the podcast. Topics include tech lab standards, industry advocacy, challenges of legislative agreements, Oracle's exit from advertising, recent M&A transactions in the marketing industry, and CTV publisher adoption of TTD's OpenPass and Roku Exchange launch.

Big news this week as the Marketecture family expands.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

The interview with Joe Ranzenbach discusses the development and impact of the IAB Tech Lab's Open Measurement Software Development Kit (OMSDK). This standard, which emerged from the challenges of verifying ad viewability and preventing fraud in mobile app environments, provides a unified solution for ad verification. Initially developed by IAS and later adopted by the IAB Tech Lab, OMSDK simplifies the process by allowing a single SDK to execute various verification tags. This reduces the need for multiple proprietary SDKs, improving efficiency and user experience. The standard has seen widespread adoption, expanding from mobile apps to web, video, and connected TV, thus playing a critical role in ensuring ad quality and transparency across the digital advertising ecosystem​​.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kerel Cooper, President of Advertising for Group Black, talks about connecting brands with African American audiences. They discuss diverse media strategies, impactful campaigns like promoting healthcare in barbershops and empowering black women, insights into ad-ops and audience engagement, PayPal's expansion and data utilization, Google's search algorithm secrets, and factors contributing to the decline in Memorial Day box office revenues due to streaming services.

Neal Richter, Director of Science and Engineering at Amazon DSP, discusses the impact of IAB Tech Lab standards like ads.txt, sellers.json, and SChain in digital advertising. These standards aim to enhance transparency, reduce fraud, and ensure authenticity in ad transactions. Challenges in in-app and CTV environments persist, but ongoing efforts are focused on strengthening the digital advertising supply chain.

Josh Palau, the VP of Performance Media for Pfizer joins us for a discussion of how programmatic works for pharma marketing, as well as his general experience with in-housing.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

The podcast delves into the history and impact of the openRTB protocol, aiming to standardize online advertising communication. It discusses the challenges of early programmatic advertising, evolution of industry standards, and ensuring trust in transactions. An animal analogy is used to explain the importance of accuracy in ad request origins.

Ron Jacobson from Rockerbox talks attribution, the walled gardens, and the future of MMM. Plus Ari goes deep on the Colossus situation.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo, expert in digital advertising and developer of the VAST standard, discusses the importance and evolution of the VAST standard in digital advertising. Topics include challenges faced in implementing VAST, the impact on ad networks, the decline of VPade, challenges with VAST 4 adoption, and future trends of VAST. The podcast also explores the significance of VAST in the evolving video advertising landscape and its role in the video commerce industry.

Also, earnings coverage, SERP disasters, and more.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices