Advertising – ADXCG.COM https://www.adxcg.com 100% PROGRAMMATIC Thu, 21 Nov 2019 18:28:51 +0000 en-US hourly 1 https://wordpress.org/?v=5.6.7 IAB released VAST 4.2 specification https://www.adxcg.com/blog/solutions/advertising/iab-released-vast-4-2-specification/ Sun, 30 Jun 2019 10:19:25 +0000 https://www.adxcg.com/?p=1196 The updates included in VAST 4.2 are summarized here:

  • Support for Secure Interactive Media Interface Definition (SIMID). SIMID is the replacement for VPAID to support interactive use cases.
  • Allow ClickThrough element to be specified in a wrapper to better enable the use case defined in 2.3.5 (managing assets with an ad cloud)
  • Added error code 206 to support use cases where the player might decide not to play an ad (for example during live broadcasts where the break needed to be shortened at the last moment).
  • Allow multiple UniversalAdID nodes to be provided
  • Updates to Icon and Icon ClickFallbackImages
  • New macros for better adbreak info
]]> Chrome to change cross-site cookie processing https://www.adxcg.com/blog/solutions/advertising/chrome-to-change-cross-site-cookie-processing/ Fri, 24 May 2019 10:31:55 +0000 https://www.adxcg.com/?p=1168 Even though cookies are exceeding their shelf life, this change will further shake up marketers efforts at remarketing, analytics and attribution.

As expected, Google announced upcoming changes to how its Chrome browser handles cookies and fingerprint addresses at its annual I/O developer conference. New tools in Chrome will allow users to more easily block or delete third-party cookies, Google said. The company also announced a browser extension that will show more information about the parties involved in advertising transactions and tracking. New cookie handling in Chrome. Google said the “dumb approaches” to blocking cookies were not effective for users because they handle all cookies in the same way — from third-party cookies used to log users into sites to third-party cookies used for tracking-so it changes the way cookies work in Chrome. In terms of security, Google said the change would also help protect cookies from cross-site injections and default disclosure attacks. Eventually, Google said, Chrome will limit cross-site cookies to HTTPS connections.
In the coming months, developers will need to make clear which cookies can work across sites and potentially be used to track users with a new mechanism based on the SameSite cookie attribute on the Internet. The SameSite attribute can be used to restrict the use of cookies in the context of the first or the same site. In the weeds. Chrome 76 will include a new cookie flag of the same site by default, according to the web.development. Cookies without the SameSite attribute will not be available in a third-party context. Developers will need to declare cookies that should be available on third-party sites in Chrome with SameSite=None. Google says it will allow Chrome users to clear cross-site cookies and leave single-domain cookies, which are used to log in and configure the site in tact.
Developers can start testing their sites to see how changes to cookie processing will affect their sites in the latest version of Chrome for developers. We deal with fingerprints. The company also said it was taking additional measures to limit browser fingerprinting techniques, which are used as workarounds for in-place tracking when users opt out of third-party cookies. Google said Chrome plans to “aggressively restrict” browser fingerprinting and reduce the ways browsers passively fingerprinted. “Because fingerprints are not transparent and are not under the user’s control, this leads to tracking that does not respect the user’s choice,” Google said. The company added that it does not use fingerprints to personalize ads or allow fingerprint data to be imported into its advertising products.
Custom cookie controls. Google said it would provide users with more information about how sites use cookies and give them easier means to manage cross-site cookies. The company did not say what those changes would look like in Chrome’s interface, but said it would review features for users later this year. Ad data browser extension. The company also announced that it is developing an open source browser extension that will display the names of ad tech players participating in an ad transaction, as well as companies with ad trackers attached to the ad. The extension will also show the factors used for personalization. This will be the same information that Google shows when you click “why this ad”.
Why should we care. The end of the digital advertising ecosystem’s reliance on tracking and attribution cookies is long overdue. Cookies are not supported in mobile applications, and mobile websites and applications now account for the majority of advertising costs. Google and Facebook have moved from cookies to using deterministic identifiers of registered users. Chrome is also not a trailblazer in this area. It follows in the footsteps of Apple Intelligent Tracking Prevention (ITP). The latest version, ITP 2.2, will limit cross-site cookies to track users on Safari for one day. Earlier this week, Microsoft announced that its chromium-based Edge browser will also have new tracking controls for third-party cookies.
For marketers, the full impact of these changes and how users respond to the tools probably won’t be seen for months, but will have a significant impact on remarketing, Analytics, and attribution. It’s also unclear whether (or how much) the new Chrome requirements will benefit Google with its relationship with billions of users compared to other advertising technology firms, as the Wall Street Journal predicted.

]]> IAB released VAST 4.0 specification https://www.adxcg.com/blog/solutions/advertising/iab-released-vast-40-specification/ Sat, 30 Apr 2016 10:16:46 +0000 https://www.adxcg.com/?p=1190 VAST 4.0 Updates
The updates made in VAST 4.0 and the challenges they address are summarized here:
● Separate Video File and Interactive File: The complexity of digital video has given rise to the need to separate the linear video file from any creative interactive API
files. While the VAST media file has accepted a variety of media files in the past, interactive APIs cannot always be executed. A VAST tag that provides the video file
separate from APIs can display more successfully across platforms and devices. The Interactive File standard is expected to be Secure Interactive Media Interface
Definition (SIMID) – which is a replacement for VPAID focused on interactivity.
● Server-Side Ad Insertion Support: While client-side ad execution and tracking has been the recommended way to track ad impressions and other metrics, digital instream video and audio ads are often served to devices (clients) that cannot execute and track ads using traditional display methods. VAST 4 supports the increasingly
common “ad-stitching” method for stitching linear ads into a video or audio content stream and sending it to players with limited capabilities.
● Mezzanine File: To support advertising across video platforms that include longform content and high-resolution screens, VAST 4 features include support for the
raw, high-quality mezzanine file. The mezzanine file is very large and cannot be used for ad display, but ad-stitching services and other ad vendor use it to generate
files at appropriate quality levels for the environment in which they play.
● Ready-to-Serve Files: Along with support for including the mezzanine file, VAST 4 provides guidance on providing three ready-to-serve media files, each at different
quality levels, to ensure that a linear video/audio ad can always play. The IAB Digital Video Ad Format Guidelines offers guidance on video/audio file specifications for
linear ads.
● Universal Ad ID: While VAST has offered a creative identifier in the past, it has been used inconsistently. The new Universal Ad ID feature is used specifically for
including a creative identifier that is maintained across systems. The existing adId attribute for creative can still be used to log creative IDs specific to the server.
● Ad Verification and Viewability Execution: Verification vendors have been using VPAID for measurement verification instead of using it for ad interaction as VPAID
was intended. VAST 4 offers a designated space () for inserting ad verification APIs, enabling a more streamlined process for executing files strictly
intended for ad verification. Open Measurement (OM) is expected to be used for this purpose. In addition, a secondary impression element, the
element, has been added to allow publishers the option to track viewability on their inventory.
● Support for Categories: Ad categories help publishers separate competing ad creative and improve brand safety. VAST 4 ad categories support these efforts.
● Conditional Ad Declaration: In programmatic environments, a VPAID unit is sometimes used to decide whether or not to place an ad. If this “conditional ad”
never results in an ad to display, the publisher may have to forfeit any revenue from the resulting lost inventory. A declaration in VAST for a conditional ad helps
publishers prevent and reclaim any potentially lost inventory revenue in programmatic ad delivery. Note – VPAID & this element are being deprecated as of
VAST 4.1 since VPAID is being replaced by SIMID (Secure Interactive Media Interface Definition) and OMID (Open Measurement Interface Definition.
● New Error Codes: Along with support for the mezzanine file and other new features, added error codes provide additional troubleshooting support.
● Standardized Timestamp: Trackers used in VAST often include timestamp macros, but its use has not been consistent. In VAST 4, the [TIMESTAMP] macro and the
format for time has been standardized to enable more consistent time-sensitive tracking.

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