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After years of building, GDPR came into force in 2018, and to say the impact is huge, the privacy law is still casting a shadow of doubt over Europe’s ad tech.
Four years later, lessons are still being learned, with the IAB Europe’s transparency agreement framework – now in its second form after Google’s early departure – still under legal scrutiny by data protection authorities in the region.
The first Dimexco conference since Germany’s handling of the Covid-19 outbreak earlier this month was a hot topic of discussion last week in booths, from the conference stage and (no doubt) in pubs around Koelnmesse.
stumble
Discussing the future of TFC 2.0, several sources, who asked not to be named in light of the politics of developing a cross-industry solution, hinted at how discussions with marketers themselves (i.e., those with first-party contacts) could reveal the industry’s self-regulatory GDPR solution. A rethink is needed.
Philippa Snare, svp, EMEA, at the Trade Desk, told Digiday how the demand-side platform works with IAB Europe and the IAB Tech Lab. “I don’t know if that really requires a strong unified solution,” she said, in a veiled reference to Unified Identity 2.0.
On multiple fronts, Europe has been frustrated by Google’s privacy sandbox and even UID 2.0 in the region for a cookie-free future, hindering industry efforts to create a way forward.
EUID… by TTD, and everyone brought to you
GDPR has been a source of interest for project sponsors, with the Trade Desk announcing a partnership with LiveRamp earlier this year to support its efforts in the region through EUID-branded connectivity.
Based on LiveRamp’s certified traffic solution, EUID attempts to negotiate GDPR specifications. This means that qualified advertisers and publishers will be able to transact with their EUID or RampID (both will be linked) in the Trade Desk DSP.
Snare told DigiDay that while GDPR would “create problems” for EUID rollout, she it is. I am sure it will be ready for market by 2023. “We’re already in alpha, then we’ll be in beta as soon as we can,” she said on the floor of Dimexco. “I don’t know when the standard was released.”
Various sources have hinted that more partnerships are on the horizon, but current contract restrictions bar the trade desk and others. from publicly disclosing the names of the participants. Although, Snare told DigiDay that the company is working “with customers who have large CRM databases where we can start piping data and make sure the technology works.”
One such example is The Trade Desk’s recent partnership with Procter & Gamble, which saw the CPG giant use UID2 as part of its cookie post-processing. Speaking separately, Snare told DigiDay: “Look at the UID solution in the US and take that as an indicator…with those kinds of partners and we’re looking for more for EUID.
don’t stop…
As mentioned, GDPR enforcement has led to exits from the region, with Drewbridge (a company later sold to Oracle), GroundTruth, Kargo, and Verve Wireless all leaving in 2018.
Digiday previously calculated that in 2018, Verve’s leadership would not pay for the investment needed to build the infrastructure needed to comply with the GDPR, given the size of the region – which then includes a head of 15 people.
However, fast forward to 2022, and Verve – now going under the Verve Group moniker after its 2020 acquisition by Gamego – is back in Europe, where its parent company, aka Media And Games Invest, is a publicly listed entity. As of 2020, Verve is on its own acquisition trail, along with contextual advertising outfit Beemray, sell-side specialist Smaato, buy-side outfit Match2One and, more recently, Dataseat, a mobile-focused DSP.
As Ionut Ciobotaru, General Manager of Verve Group, explained, the current outfit – after the 2020 merger of other MGI subsidiaries Pubnative and Uplift – uses the same brand name as the company that left Europe in 2018, but otherwise it was completely different.
“We had to close our clothes [PubNative] In the year When GDPR came in 2018 and doing business in the US, he said the move cost his company 20% of revenue. [from here] We had to rebuild the platform to store the license, pass it… and until we got it [by MGI] All these infrastructures were in place,” he said, adding that this is now ready for the entire unit.
Meanwhile, Digiday Cargo is understood to be planning to enter the region after 2018, sources said, adding that TCF’s implementation has given it the confidence to start partnering with UK printers again.
Branching out
Similarly, other ad tech companies like Outbrain, the company built on the popular content promotion platform, recently launched its first software-as-a-service product under Keystone. Helping publishers expand their revenue opportunities beyond traditional advertising.
“If you think about a publisher’s pixels – those used by the ad-industry complex (including Outbrain) are the most optimized for advertisers’ business KPIs and ROI,” said Outbrain founder and CEO Yaron Galai. How publishers like Arena Group are using the product. You can use Keystone technology for e-commerce with the goal of maximizing affiliate income. Keystone tracks conversions and value to deliver the best offers in front of the right users.
“There are many easy ways to provide conversion data to Keystone – online, offline with analytics or simple estimation. Just as we’ve been doing for advertisers for over a decade, we’re removing implementation barriers.”
https://digiday.com/?p=468597
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