Hi and welcome to the 8th issue of this newsletter!
Starting off with some good news: We are proud to announce that Blockthrough has been named a 2021 Programmatic Power Player
by AdExchanger. You can read more in our official announcement
Now, back to scheduled programming.
Last month, Nicole Perrin, eMarketer principal analyst at Insider Intelligence, hosted Marty Krátký-Katz, founder and CEO of Blockthrough on eMarketer’s The Ad Platform podcast, to discuss:
- Why Internet users block ads
- What types of experiences are considered the most annoying
- How publishers’ approach to monetizing their adblocked traffic has changed and evolved over the years
It’s a 25-minute chat filled with insights—from the history of adblocking to the latest consumer research about usage.
In other news, and perhaps the biggest of this year—publishers can breathe a sigh of relief—as Google has decided to push back its plan to deprecate third-party cookies by two years. Why? Here’s what Vinay Goel, Privacy Engineering Director at Google said:
“We need to move at a responsible pace. This will allow sufficient time for public discussion on the right solutions, continued engagement with regulators, and for publishers and the advertising industry to migrate their services. This is important to avoid jeopardizing the business models of many web publishers which support freely available content.”
The move to delay also coincides with roll-out roadblocks associated with The Privacy Sandbox
, Google’s proposed alternative to third-party cookies. Amazon is already blocking the experimental tech on Amazon.com
, and Zappos,
while other tech vendors—like Apple, Mozilla, Opera, and Microsoft—have been noncommittal about its implementation within their browsers.
Here’s what else you’ll find in this issue:
- An explainer on walled gardens in ad tech, including the origins of the term and how walled gardens affect publishers
- An introduction to IAB’s Buyers.json spec, which promises to give publishers more control over who buys their inventory
- The most important industry news for web publishers
We hope you enjoy this issue. If you have any feedback about this newsletter, just hit reply and send me your thoughts!