Goodbye Cookies, Hello Video Header Bidding: 2020 Ad Tech Predictions

Goodbye Cookies, Hello Video Header Bidding: 2020 Ad Tech Predictions
SHARE
THIS



A new decade could well and truly mean a new ad tech ecosystem. In this opinion piece, PubMatic customer success director ANZ Tina Tsang runs through some of the biggest changes coming in 2020.

We’re barely a month into 2020 and the ad tech industry is already showing signs of major upheaval.

Earlier this month, Google made the announcement that it would be phasing out third-party cookies from Chrome over the next two years.

While not a shock (Safari and Firefox have previously implemented such changes), the fact that Chrome accounts for around 70 per cent of all desktop browser usage and 41 per cent of mobile means this is a big deal.

The changes should put the idea of identity front and centre for any marketer, particularly those working in the ad tech space.

With third-party cookies now on the way out, advertisers need to figure out ways to create consumer-friendly solutions backed by first-party data.

This is likely to level the playing field between walled gardens and smaller ad tech players, as identity backed by user data firms is a way to stay privacy compliant.

As a result, we are likely to see a lot more collaboration across all players in the ecosystem over the next two years.

At PubMatic, we’ve been preparing for a future without third-party cookies and just recently launched Identity Hub – which makes it easier for publishers to implement partner IDs and find alternatives for audience addressability without third-party cookies.

The year of video header bidding

Header bidding in display has been shown to be highly effective in recent years and in 2020, we can expect to see this continue to move to video.

What header bidding has achieved is to enhance audience reach, give buyers access to high-quality inventory and increase transparency between publishers and buyers.

Many broadcasters are already implementing the infrastructure as a way to better monetise their assets.

In September last year, we expanded our OpenWrap header bidding solution to include OTT and CTV, making it the first open-source server-side header bidding solution that works across all platforms.

With CTV set to gather increased popularity in 2020, we expect to see the industry continue to make the shift toward video header bidding this year.

The bigger picture

Alongside technical changes around third-party cookies and header bidding, the ad tech industry can also brace for some more large-scale modifications in 2020.

The ACCC’s Digital Platforms Inquiry shows us that governments are willing to put pressure on walled gardens to create a more balanced ecosystem.

What this means for the wider ad tech ecosystem is still somewhat unclear. However, we know consumer privacy is now a fundamental strategic pillar.

With Australia only accounting for around two per cent of their global business, it is unlikely the ACCC’s recommendations will prompt any significant change (at least directly).

However, with the United Kingdom’s Competition and Markets Authority (CMA) midway through a similar inquiry and the Californian government has recently introduced the California Consumer Privacy Act, there is clearly a growing desire for change.

If there is to be any significant change, expect to see it come from the US or EMEA.

Please login with linkedin to comment

pubmatic third-party cookies

Latest News

Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]