IAB Tech Lab’s CEO Anthony Katsur is poised to kick off proceedings with a keynote heralding “the end of the beginning,” a line that harkens to a Churchillian oration that makes for an interesting reference as many label that 1942 speech as a turning point in World War II.

Speaking with Digiday ahead of the two-day event, he discussed some of the industry consortium’s successes and shortcomings of the past decade, plus efforts to grasp the thorny nettle of complying with data privacy regulations. 

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Apple Intelligence generated the bulk of mass media headlines, given it’s the tech giant’s primary gambit in the AI era and culmination of investments in cloud computing and on-device processing, not to mention partnerships with outfits such as ChatGPT.

Meanwhile, those in the ad-supported media landscape will likely breathe a sigh of relief as speculation of a dreaded “web eraser tool” was not realized. Still, ad-supported media players — buy- and sell-side players alike — should heed specific announcements.

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In this edition of the Digiday+ Research Briefing, we examine how publishers are continuing to invest in programmatic ads despite budget and data challenges, how the “Fortnite” ecosystem is having its YouTube moment, and how a new TikTok social impact program could help keep creators on the app even in light of its uncertain future, as seen in recent data from Digiday+ Research.

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So, let’s hit the pause button, catch our breath, and dig deep into what the heck this authenticated web is all about — and why it’s worth our attention, or maybe not.

What is the authenticated web?

It’s anything that makes users verify their identity through a secure process (like logging in with an email) to access content on a site or app.

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That’s why the latest uproar over The Trade Desk’s list of the top 100 sites it buys from wasn’t surprising. If anything, it blurted out the obvious: The Trade Desk is so big it makes everyone else squirm.

Anything it does is going to attract a lot of scrutiny. Granted, some of this heat is due to the ad tech vendor’s own moves, but a lot of it is just part and parcel of being the biggest fish in the pond.

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Programmatic marketing has its fair share of issues (just ask those who attended the recent Digiday Programmatic Marketing Summit or read our latest coverage on made-for-advertising sites). But the fact is that marketers remain invested in the channel and publishers continue to depend on the revenue they get from programmatic advertising.

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If successful, they aim to launch a “publisher portal” to help cash-strapped media owners better understand how not to fall foul of vendors such as DoubleVerify and Integral Ad Science, with involved parties asking for direct input to the operation.

The parties involved favor such an approach over fears that existing guidelines on how best to avoid MFA websites published by advertising authorities are now being “gamed” by fraudsters while also penalizing legitimate publishers.

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The panic started earlier this month when the ad tech vendor’s CEO Jeff Green drew a figurative line down the open web — a realm plagued by poorly targeted ads, fraud and “malvertising” on one side — and what he calls the “premium internet,” characterized by high-quality ad inventory bolstered by first-party data and user consent on the other.

It wasn’t a new claim from Green, but it had definitely been spiced up with a fresh twist — replacing “open internet,” which he’s backed for years, with “premium internet.”

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Google hosted its NewFronts pitch on Monday and announced tie-ups with the likes of Disney, Paramount, NBCUniversal, and Warner Bros. Discovery, whereby the streaming providers will make their ad inventory available via its Display & Video 360 platform.

As the 2024 NewFronts season enters day 2, Roku is poised to underline this trend with the announcement of The Trade Desk–the ad industry’s largest independent demand-side platform as a key ad tech partner, Digiday understands.

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Ahead of this, Brian O’Kelley’s Scope3 unveiled GMP+, the latest iteration of its Green Media Product offering. This offering aims to “enhance advertising efficiency by eliminating “problematic placements,” such as unviewable ads or those that reload too frequently.

Sharethrough is the first supply-side platform to offer GMP+, which uses a standardized identifier designed to track ad placements across the digital advertising ecosystem known as Global Placement ID, as it likewise aims to highlight its sustainable wares.

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Despite such legitimate concerns, that’s kind of the whole point, right? Some of the liberties taken by actors in the online ecosystem have caused outrage among the public and sparked regulatory oversight.  

Therefore, Google, with its political air cover, is poised to introduce fundamental changes to the entire ad ecosystem. This move has been widely anticipated, as many have called for alterations to how online advertising works, particularly in relation to user targeting and measurement tracking. 

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Because SSPs work with many publishers, publishers can often take the lead of SSPs to identify what is and isn’t working in the publishers’ SSP integrations based on what has and hasn’t worked for other publishers. But last year, Forbes adopted a different approach.

“We actually stopped, and we thought, ‘What if they were wrong? What if the integration that worked for other publishers wasn’t as successful that it was for us?’ We did see revenue coming in, but we really wanted to start looking at testing what if we tried different integrations,” said Rebeca Solórzano, svp of programmatic operations and strategy at Forbes, during an on-stage session on March 25 at the Digiday Publishing Summit in Vail, Colorado.

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The entertainment giant is on course to exceed its earlier-stated goal and now hopes to generate 75% of ad revenues through programmatic; a key tactic in this strategy is the launch of DRAX Direct, an initiative that will see it integrate directly with demand-side platforms.

Google’s DV 360 and The Trade Desk are DRAX Direct’s launch partners, a development the entertainment giant is characterizing as a “landmark agreement.” This development will unify access to streaming inventory across Hulu and Disney+ for advertisers of all sizes and represents a notable footnote in the annals of supply path optimization.

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As the ad industry re-evaluates its approach to personal privacy, advertisers are searching for ways to collect data on people without compromising their privacy. One of those alternatives has been called differential privacy, a statistical technique which allows companies to share aggregate data about user habits while protecting individual privacy.

Here’s an explainer on how differential privacy works.

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Two years later, the industry’s largest independent DSP is following through, this time extending OpenPath to CTV media owners, with separate sources from both the buy- and sell-sides of the industry telling Digiday The Trade Desk began opening such negotiations in recent months.

According to documentation seen by Digiday, Cox Media Group and Vizio have already been confirmed as trading their CTV inventory on the platform. The Trade Desk later confirmed this with Digiday.

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