AdExchanger: Kraft-Heinz Brands Collapse After Cost Cutting; Horizon Tries Performance-Based Agency

LiveRamp is making its IdentityLink IDs available for free to demand-side platforms. It’s an extension of what LiveRamp has been working on since late last year, beginning with an integration between dataxu and Index Exchange. DSPs adopting IdentityLink as a baseline ID would have a free license for cross-device targeting, frequency capping and basic measurement services, ...continue reading

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AdExchanger: Privacy Initiatives Make Publishers’ First-Party Data More Valuable Than Ever

In a cookie-less environment, advertisers can’t personalize ads to specific users. Therefore, the value offered by programmatic advertising compared to other advertising channels will be lost. With the tremendous reallocation of marketing budgets, publishers will suffer the most. Index Exchange’s Andrew Casale delivered a keynote speech last May where he said ad requests without a buyer ID, ...continue reading

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