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Blockthrough named 2021 Programmatic Power Player 🏆

Blockthrough named 2021 Programmatic Power Player 🏆
By Neera from Blockthrough • Issue #8 • View online
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,, and Zappos, while other tech vendors—like Apple, Mozilla, Opera, and Microsoft—have been noncommittal about its implementation within their browsers.
So… yay? Not so fast. The end of third-party cookies may be delayed, but it is inevitable. Publishers must continue scoping alternate ID solutions and build their own first-party datasets.
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!

Latest articles from our blog
Blockthrough named 2021 Programmatic Power Player
The walled gardens of ad tech, explained
What is Buyers.json? Learn about the new IAB spec
What's making news in ad tech
The Ad Platform: Reaching adblocking users with Acceptable Ads
Google delays Chrome's cookie-blocking privacy plan by nearly 2 years
Google is overhauling its channel partner program on Sept. 30
BuzzFeed acquires Complex Networks for $300 million in latest SPAC
Publishers navigate the weight of Heavy Ad Intervention (HAI)
About Blockthrough
Blockthrough is the market leader in adblock revenue recovery and the most popular solution among the top 150 US-Comscore websites. We help publishers monetize their adblocked audience using Acceptable Ads, while respecting user choice and experience.
Finalist, 2019 Best Early Stage Technology Company; and winner, 2021 Programmatic Power Player, AdExchanger
Finalist, 2021 Best Sell Side Innovation, The Drum
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Neera from Blockthrough

This newsletter is your source for all things ad tech! Our monthly roundup includes the latest articles published on the Blockthrough blog and curated industry news.

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