In the most recent edition of Publisher’s Corner, Matt Rance of Immediate Media and Jade Power of JPI Media break down how they are leveraging their first-party data in preparation for the sunsetting of third-party cookies, and also provide insights into how other publishers can navigate the changing advertising landscape.

Journey to a First-Party World

Both Immediate Media and JPI Media started their transition to the world of first-party data by partnering with Demand Management Platforms (DMP) that could collate their first-party data. By bundling that data into segments, they were able to make it accessible to SSPs, DSPs and ad networks. By partnering with the right DMP, both publishers were able to offset their need for third-party tracking entirely. Before the move, however, both publishers used a period of time to overlap first- and third-party data, learn from their performance, and make adjustments to their strategies. 

With just over a year left until Google Chrome dumps the third-party cookie, publishers have a unique opportunity to test how campaign KPIs are affected when audience segments are formed only by first-party data, only third-party data, as well as a combination of both. From there, publishers can develop strategies to expand and enhance their ability to acquire first-party data.

First-Party Strategies

By taking control of and understanding their data, Immediate Media was able to make informed, data-driven decisions on the most effective methods of acquiring first-party data on each individual property they own. Just as Immediate formed different strategies for each of their properties, other publishers will also have to determine what works best for their websites’ audiences and advertisers KPIs. 

Considering all of the worrying “cookiepocolypse” webinars and articles, it may be difficult to see that there are some golden opportunities for publishers in cookieless browsers. As first-party data is acquired directly from consumers, a publisher’s strategy should be built around quality content that engages consumers and makes them want to come back for more. From there, publishers can work on products and services (i.e. event/webinar registrations, polls, newsletter sign-ups) that enhance the value to consumers as well as transparently collect unique first-party data from their audience.

As Matt states, publisher strategies will have to adjust over time: “The tech, the strategies, the tools we have now are very different from 2 or 3 years ago, and expect them to be different 2-3 years from now.” In this world of uncertainty, let’s examine how publishers can adequately prepare for the future.

Power to the Publisher

Whether you’re a large publisher with multiple domains and engineering teams, or a small independent blogegr, there are steps you can take to prepare for a cookieless world, today. Here are few suggestions from Matt & Jade:

• “Tidy up your ad stack”: ensure your technology providers are GDPR and/or CCPA-compliant and have a plan for upcoming browser changes 
• “Be a part of the conversation”: join the IAB’s Project Rearc, the W3C’s Web Advertising Community Group, or the Partnership for Responsible Media (PRAM) and voice your opinions
• Take on a “consultative” role: work directly with other publishers, SSPs and/or advertisers on strategies to maximize the effectiveness of everyone’s first-party data and shape what future solutions look like (e.g. standardized audience taxonomies)

By doing what they love most—creating high-quality, engaging content and interacting with their unique audiences—publishers are cultivating what is considered the new “currency” of digital advertising. With publishers in control of first-party data, they have the opportunity to lead the conversations of how the cookieless web will operate and drive toward a more transparent ecosystem that continues to serve the needs of content creators, advertisers, consumers and the open web itself. 

Get Involved!

• W3C Privacy Community Group (free)
• W3C Improving Web Advertising Business Group (participation fee)
• IAB Project Rearc (free)
• Partnership for Responsible Media (free)
• DMPs
  • Permutive (partners with Immediate Media)
  • Lotame (partners with JPI Media)

The post Harnessing First-Party Data: Lessons for Publishers appeared first on Sovrn, Inc..

You can watch the full video for all the details, and we’ve pulled out the key takeaways for you here.

What’s different about TCF 2.0?

There are many updates, but as Townsend explains, the biggest goal for TCF 2.0 is to make it more user-friendly. That means, for example, that legal definitions of data processing are now accompanied by more user-friendly wording that publishers can use to encourage reader understanding. 

Publishers will also gain more granular control over the governance of data collection partners. They’ll be able to indicate which vendors can process data for which purposes, instead of setting the same controls for every vendor. And yes: publishers who’ve adopted 1.0 still need to “upgrade” to 2.0. If they don’t, the consent strings passed are meaningless. 

Publisher revenue is (still) at stake

Nothing has changed here. Consent management is still a crucial aspect of publisher revenue. While TCF 1.0 saw slow adoption, TCF 2.0 makes it easier to allow, at scale, third party vendors to deliver services to your site.

You (still) need a CMP

The process of GDPR compliance starts with a CMP. Thankfully, publishers now have more options than ever. As Stephan Hanlounser of German publisher ProSieben says, his company approached TCF 1.0 with an in-house CMP, but they’ve since gone third-party. Part of that is simply because the CMP market has grown. But building a CMP from scratch requires a lot of engineering legwork, and now that more solutions are available, it’s easier to find one that meets your needs. If you already use an existing third-party CMP, you’ll need to speak to them directly about transitioning from 1.0 to 2.0.

Google is coming aboard

Google was absent from TCF 1.0, which many publishers and partners saw as a huge drawback. But they’ve been highly involved in 2.0 from the beginning, which gives TCF 2.0 some serious heft, and will encourage more global vendors to join the framework. Essentially, 2.0 has much more clout than the first iteration, and stands to see far wider adoption. 

The Transparency and Consent Framework (TCF) 2.0 releases on August 15, 2020. Read more about TCF 2.0 via IAB Europe.

The post TCF 2.0: what publishers need to know appeared first on Sovrn, Inc..

Here’s what Google is doing:

As you may know, on February 4, Google plans to update Chrome in an effort to offer users a more secure experience. This new version is focused on the way in which cookies are set and shared—it’s primarily a security update focused on preventing bad actors from misusing third-party cookies. And, just like many businesses in the ad tech industry, we’re changing the way that our own cookies are set in response to these new standards.

As part of the Chrome 80 update, Chrome will set all cookies to “SameSite = Lax” by default, which means that these cookies cannot be shared cross-site (i.e. in a third-party context). Additionally, as of this release, third-party cookies (those with the SameSite field set to “None”) must be handled securely.

First and foremost, you’re not responsible for making changes to ensure Sovrn compliance. However, you may want to double-check and optimize your own settings before the Google update goes live on the 4th. That’s a conversation to have with your web developers.

Here’s what Sovrn is doing, and how it impacts you:

By January 31, Sovrn will begin setting the “SameSite = None” and “Secure” attributes on our third-party cookies. We will also be implementing an automatic HTTP to HTTPS redirect on all insecure requests, in order to ensure cookies are handled securely. 

The only potential impact of the changes we’re making is increased latency due to the security redirect. The best way to avoid that increased latency is to avoid the redirect entirely, and make your site fully secure (again, that’s a discussion to have with your web developer).

How you can prepare:

You may want to review the way you currently handle first party cookies on your site (by updating your set cookie attributes to either “Lax” or “Secure”), and confirm other vendors are making the required changes on their end. For more in-depth information on how to prepare, this article is a good place to start. Digiday has also published a WTF article with more useful context. Please note that any testing you perform may have real-time revenue impact on partners who have not finalized these changes, so we suggest that you strategize accordingly.

To be clear, we have no insight into or control over what other vendors may (or may not) do, so it’s always a good idea to get clarity from your partners

The last word:

In short, the SameSite (Chrome 80) update changes the way cookies operate within the Chrome browser in order to better protect users from bad actors.

However, Google does plan to eventually retire third-party cookies entirely. That change—which again, won’t occur for another two years—will certainly have ramifications for everyone. Unfortunately, it’s impossible to predict the future, and we’ve seen mixed reactions across the industry. What we do know is that, no matter what the next two years bring, we’ll be here to help you navigate the changes and continue to thrive. As always, if you have more questions, don’t hesitate to reach out to Support.

The post What is the Chrome SameSite update? appeared first on Sovrn, Inc..

If you’re looking for a guide to the best CCPA-compliant CMPs, you can find one at What’s New in Publishing.

Disclaimer

We’re not lawyers, and this website is not intended to act as legal advice. Please consult your legal counsel to understand how CCPA compliance affects your business.

Frequently Asked Questions

What exactly is CCPA? 

The CCPA takes effect on Jan 1st, 2020. It’s a California state law, but its scope affects businesses throughout the U.S. and further beyond. It applies to any business that targets California residents (legally defined as ‘consumers’). 

It is being implemented to protect and uphold the rights of Californians, notably the right to know how their personal information is being collected and processed. It also allows them to object to their data being sold for commercial purposes.

What is “Personal Information?”

The CCPA defines personal information as “Information that identifies, relates to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.”

So, to be clear: the CCPA applies to entire households, not just individuals.

Is my publishing business affected?

Importantly, the CCPA does not apply only to businesses located in California. While this is a California state law, it applies to businesses located anywhere in the world. If any of the following applies to you, then yes, you’re affected:

• You do business in the state of California
• You collect personal information from California consumers
• You determine how that personal information is processed, and you satisfy one of the following requirements:
  • Your business has annual revenues of $25M or more 
  • You process, buy, or sell data relating to more than 50,000 individuals, households or devices in one year
  • Your business makes at least half its revenue from selling data.

What are the penalties for non-compliance?

The CCPA is enforced by California’s Attorney General. If you don’t rectify a breach of the law within 30 days, you face a maximum penalty of $7,500 per violation (that is, per person affected).

If a security breach exposes someone’s personal data, you can be sued for a maximum of $750 per affected individual, or for actual damages suffered, whichever is more. For example, if you have 1,000 California-based individuals in your newsletter database, that could mean you’re exposed to penalties of 1,000 x $750—or $750,000.

In short, the penalties are not insignificant.

How do I prepare?

Put simply, get a solid grip on what data you collect and what happens to that data. If possible, get all your data into one single system so you have complete control over what you have and how it’s used, with no leakage.

In addition, you must let consumers know how their information is used, and give them the ability to opt out of data collection and processing.

Importantly, you’ll need to be able to quickly fulfill consumer requests for data disclosure, which is an obligation of the new CCPA.

You’ll also have to figure out how to communicate reader data in real-time to your downstream programmatic partners. One way of doing this is through a CCPA-compliant CMP. More on that later.

What about my advertising partners?

Publishers must be careful about which third parties they are sharing data with and for what purposes. This is because the new law not only applies to the sale of data, but also to the disclosure of data for business purposes with any third party.

What can I do right now to prepare?

There are a few things that publishers can do prior to January 1, 2020:

1. Implement a CCPA-compliant CMP.
   
   On December 5th, 2019, the IAB released its CCPA Compliance Framework for Publishers and Technology Companies for industry discussion, with an updated version to be released soon. The Framework (and resulting Agreement) is intended to be used by publishers who ‘pass on’ personal information and the tech companies they sell or pass the information on to.
   
   
2. Decide if you want to sign the Agreement as part of the CCPA Compliance Framework.
   
   
3. Talk to your partners. Understand their implementation of CCPA, and if they ask that you sign the above agreement in order to continue serving targeted advertisements (Sovrn is not requiring a signature at this time, but will respect any US Privacy Signals received).

Consent Management FAQ

What is a CMP?

A consent management platform (CMP) is a piece of technology used to manage what data customers (in this case, California-based customers) have consented to be used and for what purposes. The CMP then sets a cookie on the browser that downstream partners can view to understand that consumer’s preferences.The basic premise is that downstream partners receive information declaring whether you’ve presented California consumers with the required opt-out notice, and what their preference was.

A number of vendors offer paid-for and free CCPA CMPs. You can read a guide to to the top CCPA-compliant CMPs at What’s New in Publishing.

What is the IAB CCPA signal, and how can I implement it?

The IAB CCPA signal, also known as the USP_String (US Privacy String), is the cookie set on a user’s browser for the purposes of indicating whether that user has opted out of data processing on your domain. This marker can be read by downstream partners as a way to identify a user’s data preference.

The most common and simplest way to set the IAB CCPA signal is through a CMP. Unless you are a very large publisher with engineering resources devoted to compliance, you will probably use a CMP.

I installed a CMP for Europe’s GDPR. Am I covered?

Not necessarily. There are specific differences between GDPR and CCPA that you need to be aware of, and not all CMPs support the CCPA. Both pieces of legislation have the same end goal of enhanced user privacy and data protection. However, there are subtle differences, which means that a one-size-fits-all approach won’t necessarily work.

What else should I know?

There is still a lack of clarity surrounding parts of the CCPA, including the law’s broad interpretation of what constitutes a data “sale.” We expect to see multiple changes and clarifications to the law in the coming months and years as the industry works towards compliance. To that end, you’ll likely receive a lot of communication over the next few months from all of your partners.

In addition, there are various rumblings that California’s CCPA is an indicator of nation-wide privacy legislation to come. Microsoft, for example, will honor California’s new privacy rights throughout the United States. And additional legislation is winding its way through various states, including New York’s SHIELD Act.

Ultimately, this is a complex issue, and the push towards privacy legislation shows no sign of slowing. The landscape is shifting quickly, and publishers will need to understand their obligations and adapt quickly as well.

We’ll leave the final words to our Keith Abbey, our VP of Publisher Growth

“Publishers must prepare for the arrival of the CCPA with the mindset of getting ready for the worst, and accept that taking a Band-Aid approach to compliance may not be good enough for an increasingly tough regulatory landscape. 

“More than this though, privacy is essential and not going away because it’s the right thing for consumers. Audiences should have a holistic view of what happens to their data – including why it’s collected, what it’s used for, and who it’s accessed by. 

“By welcoming data privacy into their business models, publishers can build a stronger relationship with consumers; one based on trust and respect.”

The post CCPA Publisher FAQ appeared first on Sovrn, Inc..

A consent string is the ID given to an ad tech vendor to denote consent status. GDPR presents six different legal bases for data processing, of which one is consent. Processing data based on consent requires an opt-in consent string, and once a reader has given their consent through a publisher’s CMP, that information then makes its way through the ad ecosystem to participating vendors. Participating buyers are those who are looking for and respect the consent signal—both in terms of the legal data processing categories, and for them as a vendor. What this means is that a consent string makes your inventory more valuable, which drives up bid prices and improves yield.

Data privacy has dominated headlines since before the implementation of GDPR, and all publishers would do well to take note. Nevertheless, some publishers are still struggling with the decision to pass a consent string to their readers. If you’re in a similar position, we’ve created an easy flow chart to help you with the choice:

As you can see, consent matters for more than GDPR compliance. According to eMarketer, Data Privacy is the number one concern in 2019, and the IAS Industry Pulse says that 60% of brands and agencies also see data privacy as the biggest challenge they face in digital advertising in 2019. That’s borne out in what we’ve seen internally, as well: demand partners are moving away from buying inventory without a consent string.

Adzerk tells us that adoption of a Consent Management Platform (CMP)—which allows publishers to establish legal consent for data processing—continues to increase (Sovrn offers a free CMP, as do a number of other companies). This shows that top publishers are aware of both the opportunities presented by moving to consent, as well as of buy-side concerns about managing data privacy.

One added benefit for publishers moving towards consent adoption is that it protects the reader base that publishers have worked hard to grow. A loyal audience base trusts a publisher’s content. By adopting consent, publishers provide an extra element of integrity—respecting a reader’s right to privacy. These user experience-based benefits are easy to overlook, but high-quality publishers who are focused on a positive reader experience can provide a better ad experience when their readers give consent for targeted advertising.

And finally, tackling the issue of privacy and consent now better prepares publishers for the discussions of the future. Privacy policies similar to GDPR are in discussion around the globe, including in the US. While we can’t predict the future, it’s clear that discussions of user privacy will continue to dominate headlines and meetings around the globe. In this case, we believe that it’s in publishers’ best interests to be proactive rather than reactive. GDPR isn’t an outlier, and preparing now gives publishers the best chance to avoid any blips in future revenue due to new regulations.

Of course, if all of that isn’t enough to sway you, remember this: adopting a CMP could make you a lot more money.

The post Reader Consent Benefits Your Business Way More Than You Think appeared first on Sovrn, Inc..

What it means

The Google GDPR fine continues to make it clear that the safest and best way to legally collect and process data is by using consent as a legal basis. That means that users must give explicit consent for their data to be used, specifically by opting in to—not out of—the agreement. Basing your agreement on consent solves several important problems for publishers.

First, it ensures that you’re on the right side of the law. Even if you’re not an EU-based company, any company doing business in the EU—i.e. any publisher that has EU readership—is held accountable to the GDPR. Although legislation was passed nearly two years ago (the law went into effect on May 25, 2018), many US publishers—some of them as large as The New York Times—continue to block EU traffic entirely.

Second, is that moving to consent-based data collection is the first step in preparing for future privacy laws. In the US, California was the first state to introduce regulations following in the footsteps of GDPR (they’ll go into effect in 2020), and similar discussions are underway around the world.

The final takeaway from everything we’ve seen post-GDPR is that collecting data based on consent earns publishers more money. First and foremost, publishers who’ve closed off EU traffic aren’t earning ad revenue from those readers, period. Additionally, although opt-in rates vary, publishers who take the time to communicate with their readers do see a bump in those numbers—and opted-in readers who allow for targeted ads are made immediately worth more to advertisers. By implementing a CMP, you are able to offer buyers ads with genuine consent strings, which means that your ads in the EU are more valuable as more buyers move towards only buying with consent.

Why you should care

Publishers should take note of the fine, and shouldn’t assume that Google’s size and position are the only reasons it was punished. While this is certainly marquee news, and GDPR is still in its infancy, this opens a route for future lawsuits to be levied. Similar complaints have been filed against Facebook and others, and although this is the largest GDPR-related fine to date, it also doesn’t amount to much money in the grand scheme of things. The GDPR allows for fines of up to 4% of a company’s global turnover; in Google’s case this would amount to billions.

As we’ve been saying since implementation, it’s important that publishers understand the potential effects of the GDPR, the best ways to ensure compliance, and the potential dangers of collecting data improperly. Consent-based collection continues to be the safest and most valuable way to secure permission from readers, and the easiest way to manage consent is through a Consent Management Platform. A number of companies offer free platforms, including Sovrn—ours is delivered through a single line of code, meaning that publishers won’t run into coding headaches. It’s also easy to customize, and it’s easy for readers to navigate.

Whether you’re a multi-billion dollar company, or just getting started, the lesson is clear: moving towards consent as your basis for data collection and processing is the smart move.
Learn more about the Sovrn CMP

The post What the €50M Google GDPR Fine Means for You appeared first on Sovrn, Inc..

That’s why we’re proud to be one of only five companies awarded Platinum Status by the Trustworthy Accountability Group (TAG). Sovrn was one of the first companies to receive all four TAG Certifications on fraud, piracy, malware, and inventory quality, and we continue to push for a better programmatic marketplace by calling for all exchanges to embrace transparency, efficiency, and fair-market principles.

“Not only is platinum the heaviest of the precious metals, it is also impervious to corrosion, so we felt that TAG Platinum was an appropriate designation for those companies that have taken all of the steps necessary to ensure that their digital advertising operations are impervious to the corroding effects of fraud, malware, piracy, and lack of transparency,” said Mike Zaneis, CEO of TAG.

Whether we’re leading the fight against ad fraud or applying our proprietary 25-step audit to every new domain we work with, we make sure that every Sovrn publisher adds measurable value to our demand partners. We deliver engaged audiences, authentic content, and viewable ads—with fewer brand safety risks.

This achievement only reinforces what we’ve always believed: for the programmatic industry to continue to grow and thrive, we must embrace honesty and transparency. We’re honored both by the award and by the opportunity to continue pushing programmatic advertising towards greater potential—and greater success.

The post Sovrn Achieves TAG Platinum Status for Certification against Fraud, Piracy, Malware, and Inventory Quality appeared first on Sovrn, Inc..

For the record, Sovrn believes in running a clean, safe auction where all partners operate on a level playing field.

Trust and transparency are of paramount importance to Sovrn and as such, we:

• Have never employed strategies such as bid caching to manipulate auction results and do not condone the use of this approach
• Do not condone bid manipulation of any kind
• Have undergone all of the leading 3rd party audits including IAB Gold Standard, TAG and JICWEBS for brand safety, anti-fraud and other compliances
• Fully support ads.txt and work relentlessly to encourage our publishers to adopt these positive initiatives
• Have implemented a free Consent Management Tool (or CMP) to help publishers to comply with GDPR
• Developed unique technology to help publishers solve viewability and deliver higher value ad units to buyers based on user engagement
• Never charge a buy-side fee

We will continue to invest in trust and transparency initiatives and look forward to sustaining a market that grows stronger through a unified view of these issues.

The post Sovrn’s View on Bid Caching appeared first on Sovrn, Inc..

• Evaluate your EU traffic. Is it a large portion of your revenue? If so,  continue down this list. 

• Determine your lawful basis. Review the Lawful Basis for Processing, and determine what you align with. Publishers have six options but only two of them are most relevant: consent & legitimate interest. 

• Create a list of your vendors. Reach out to them to understand how they align with the new legislation and which lawful basis they have chosen.

• Get organized internally. Update your privacy policy, review vendor contracts, put a process in place to handle EU data and create a way to respond to data subject requests.

• Look for Consent Management Platform. Should you decide your lawful basis is consent, start looking for a Consent Management Platform (CMP). Sovrn has a pretty great option for you. Check it out here!

Are you a Sovrn publisher? Follow this timeline. 

April 26th: Receive your first email communication from Sovrn with everything you need to know to make the right decisions about GDPR.
April 27th: Receive links to our updated terms found on our website.
May 1st: Make your EU Reader Control selection.
May 8th: Accept new Terms & Conditions.
May 1st – 25th: Monitor your email for reminders & communication from Sovrn and check out Sovrn’s CMP! 
May 21: Forced acceptance goes live. In other words, make sure you review & accept Sovrn’s terms in order to access your account.
May 22: EU Reader Control rollout begins.
May 23rd: Community AMA: Ask Sovrn Anything about GDPR.
May 25th: GDPR goes into effect, EU Reader Controls.

Stay up to date on Sovrn initiatives & join the conversation in the Sovrn Community.

The post Preparing for GDPR – Checklist & Timeline appeared first on Sovrn, Inc..

To help our publishers through this industry shift, Sovrn is committed to transparency & simplicity in communication. Therefore, all of the below actions can be completed in one place.
Here’s what you should expect from us…

1. 1. Legal term updates: Publishers will start to receive communication highlighting updates to our legal terms within our Privacy Policy & Publisher Agreement. Publishers will need to accept the T&Cs.
   2. Data collection options: ublishers will be given two options for the processing of EU reader data. If you aren’t sure, check out the lawful bases for processing.
2. 1. Publisher has established a lawful basis for Sovrn and its affiliates to collect and process EU reader data.
   2. Sovrn should limit collection and processing of EU reader data to only readers providing consent.

1. 1. Email Opt In: Look for an email from Sovrn to update your communication preferences before GDPR. You can also update them by following the link at the bottom of our weekly newsletter.
   2. Sovrn’s Consent Management Platform: CMP will be available to all publishers who decide their legal basis is consent. Read more here!

Please reach out support@sovrn.com should you have any questions.

The post GDPR: What to Expect From Sovrn appeared first on Sovrn, Inc..

The initiative is designed to address such issues as ad fraud, brand safety and the overall digital advertising experience, with the result being Gold Standard certification for participating companies. Sovrn is among an initial list of companies who have registered for this process.

“A healthy internet is one that delivers a quality uncluttered experience for readers and helps digital buyers have trust in the audiences and content they are buying against,” says Sovrn CMO Andy Evans. “This initiative is an excellent step forward, and as a company that not only ticks all the boxes recommended by this initiative (and many more) we applaud this step forward.”

Initially, the IAB UK Gold Standard has three fundamental aims:

1. Reduce ad fraud by implementing the ads.txt initiative on all sites carrying ads
2. Improve the digital advertising experience by adhering to LEAN principles, the Coalition for Better Advertising standards, and never using the 12 ‘bad’ ads
3. Increase brand safety by working with JICWEBS with a view to becoming certified or maintaining certification

The British initiative builds on the standards set by the U.S.-based IAB, IAB Tech Lab, and Coalition for Better Ads (CBA). IAB U.S. said they are “confident that a similar model, in combination with guidance and programs established by the U.S. Media Rating Council (MRC) and Trustworthy Accountability Group (TAG), will soon enable new uniform brand safety guidelines worldwide — and are activating on this strategy.”

At Sovrn, we feel that this move is a big step towards building trust in the industry.
“We encourage all our peers to get audited and follow these steps,” says Evans, “as well as all other industry initiatives that support a better web.”

Currently more than two dozen companies have registered for the IAB UK Gold Standard. The next step is certification, and this process will take place beginning in early 2018.
 

The post Sovrn Registered in IAB UK Gold Standard Initiative appeared first on Sovrn, Inc..

Register here!
Date: Thursday 19th October
Time: 11am PT / 2pm ET / 7pm UK

The post Ad Fraud Webinar: Best Practices for Programmatic Quality appeared first on Sovrn, Inc..

With billions of dollars at stake, the digital advertising industry has attracted bad players who are fraudulently siphoning revenue from our industry, costing both publisher and brands dearly.  It is estimated that it could cost the ad business over $16 billion globally in 2017 out of a total $85 billion in spend.  As a result, the industry is looking for ways to deal with advertising fraud. Ads.txt is at the top of the agenda as a way to help resolve this problem.

What is ads.txt?

Ads.txt is an initiative driven by the IAB Tech Lab that helps publishers declare who is authorized to sell their inventory therefore helping to prevent profit from counterfeit / fraudulent inventory.

The IAB Tech Lab states that its mission is to “increase transparency in the programmatic advertising ecosystem.” The “ads” in ads.txt, the IAB continues, stands for “authorized digital sellers” and it’s “a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory.”

The idea is simple: Publishers place a file on their server identifying exactly which companies they sell their inventory through.

Why is this important to the buyer?

As publishers adopt ads.txt, buyers will be able to more easily identify the authorized digital sellers for a participating publisher, allowing brands to have confidence that they are buying authentic publisher inventory.

Buyers are also trying to reduce layers of intermediaries — they want to feed more money to the publishers and prefer to work with networks like Sovrn that have a direct relationship with the publisher. So you’re in a good place with us.

Sovrn enables publishers to get access to large buying groups through our simple-to-use platform, which might previously have been unavailable to our content creation partners,  therefore benefiting both the publisher and the buyer.

As of October 2017 many key buyers and buying platforms, including Google’s DBM, are making it clear that they will show a preference to publishers with the ads.txt file installed. The director of programmatic at DigitasLBi said in an open letter: “We will be looking to adopt this protocol in our buying as soon as the fourth quarter of 2017, so we encourage your participation as soon as possible.”

“By the end of October, DoubleClick Bid Manager (DBM) will only buy inventory from sources identified as authorized sellers in a publisher’s ads.txt file when a file is available,” writes Ginny Marvin in Martech Today. “Presumably, at some point, ads.txt will be a requirement for DBM.”

Why is this important to the seller?

Ads.txt gives publishers control over their inventory in the market, making it harder for bad actors to profit from selling counterfeit inventory.  This is clearly a big issue for major brands, but the adoption across the industry as a whole is important, as it will deliver an industry standard for everyone going forward.

The actual ads.txt file is extremely small and takes almost no time to load. Implementation is relatively easy, and there’s no cost involved.
Another bit of good news for publishers: the Wall Street Journal recently reported that “the average price of ad space purchased through Google’s ad-buying systems has increased over the past three weeks,” thanks to ads.txt.

What next?

Sovrn fully supports the rollout of ads.txt, and we are keen to help our publishers to get up and running immediately. We encourage all our publisher to install an ads.txt file ASAP — this link shows you how.

As more sites adopt ads.txt, buyers will more frequently prefer to buy from sites with the file live. Therefore, we recommend you do this sooner rather than later and make sure you include Sovrn as a trusted source. Also consider familiarizing yourself with the IAB Tech Lab’s spec on ads.txt, a peer-reviewed standard developed with the support of the OpenRTB working group.

Finally, the introduction of OpenRTB 3.0 will bring a new iteration of ads.text in ads.cert, which will endeavor to certify the type of data transferred in an ads.txt file. Note that this is unlikely to see widespread adoption until Q3 2018 or beyond, when most of the major platforms have upgraded to this new version.

Additional resources

Below are some additional useful links related to ad fraud and ads.txt:

• Google’s been running a secret test to detect bogus ads — and its findings should make the industry nervous
• The ad fraud issue could be more than twice as big as first thought — advertisers stand to lose $16.4 billion to it this year
• Google announces new anti-fraud initiatives for DoubleClick Bid Manager
• State of Ads.txt Adoption
• Supply-Path Optimization: The Buy Side’s Answer To Header Bidding
• WTF Is Ads.cert?

The post Ads.txt – Why It’s Important to Both Sellers and Buyers appeared first on Sovrn, Inc..

Protecting our publishers and their readers from ad-related malware are of paramount importance to us and we are constantly working with leading industry bodies to ensure safe and transparent programmatic trading of ad inventory on our exchange and have developed a strict process of over 25 steps to ensure industry compliance, brand safety and transparency for our buyers, our publishers and their readers. Building a premium ad network means holding ourselves to the highest standard.

Earlier this year, Walter Knapp, Sovrn CEO, posted a public blog post asserting our views entitled: ‘Stepping Up to the Plate on Trust and Transparency‘ – saying, “We made the right decision to tackle multiple independent 3rd party audits and accreditation across our entire network because we know that this is the absolute best way to ensure our publisher partners get the money they deserve for their work.”

Sovrn also holds the TAG seal for anti-fraud and anti-piracy.

Contact us for more details on our 25 step process.

The post Sovrn Attains ‘Certified Against Malware’ Seal appeared first on Sovrn, Inc..