Smart Adserver ("Smart"), the leading independent ad tech platform, and Global Data Resources ("GDR"), a global leader in ethically sourced audience data,
Writer Melanie Reid (right) paid tribute to her former colleague and friend Fidelma Cook, describing her as funny and hilariously snobbish FUN, feisty and formidable – and the thrower of the “most extravagant parties”. Friends and former colleagues joined Scottish politicians, celebrities and readers in warm tributes to much-loved Herald columnist Fidelma Cook after her death at the age of 71. She had been suffering from lung cancer. Her son Pierce Cook-Anderson said she was admitted to hospital in Moissac, in the south of France on Friday and passed away peacefully on Saturday morning in her sleep. A prolific newspaper and broadcast journalist, she began a weekly column in The Herald in 2006, writing about her new life abroad and quickly became a favourite of readers.
have to adversely affect digital marketing.
By evolving current approaches, brands can still achieve considerable reach and publishers can generate much-needed revenues, says Pierce Cook-Anderson of Smart AdServer
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Reaching the right audiences at scale has been the ultimate goal of digital advertising and data-driven ads have been positioned as the way to accomplish this. Those able to access the vast user-level insight this requires have benefited most. But, as the industry learns to operate in the new consent economy, all of that is due to change.
While the GDPR and CCPA have already imposed limits on third-party cookies, we are also seeing moves by big players – such as Apple’s IDFA and Google’s recent changes in terms of privacy – and a growing ethical debate about identifiers. The consent economy will place a greater emphasis on consumer choice, only leaving room for ad tracking and tailoring where users are actively opted in. As a result, user-level data coll
In the UK programmatic landscape, private marketplaces prosper and open exchanges stall
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UK programmatic digital display ad spending increased in 2020, despite the incredibly challenging conditions. The shift to programmatic trading will further accelerate this year, but certain methods are performing better than others. Social media use played a significant role in driving programmatic direct’s continued growth and dominance through the pandemic we consider social media ad buys as transacted almost exclusively via programmatic direct. At the other end of the scale, though, open marketplace trading faced a difficult 2020, and things won’t improve much in the coming years.