While the AdTech industry has tried to build various solutions for brands, there is one area where there is absolutely no solution in sight and that's related to the transmission of consent and consumer choice signals, writes our columnist
By packing the digital advertising supply chain into an end-to-end stack, the AdTech industry have only temporarily fixed the problem that came with the deprecation of third-party trackers but left the measurement agenda wide open to solve. Image: Shutterstock
Last week, a leading supply side platform, threw its version of the “end to end” stack into the digital advertising ring. Whether it is from the demand side or the supply side, all end-to-end solutions say that they:
No prize for guessing who these companies are. With this, the commoditization of Open Web advertising is all but near complete.
When the IAB TechLab launched Project Rearc in 2020 in response to the deprecation (or limitation) of third-party cookies and other identifiers; a set of five initiatives was proposed to address the need. First and foremost was the Global Privacy Platform (GPP) protocol designed to streamline the transmission of privacy, consent, and consumer choice signals from sites and apps to brand, platforms and ad tech providers. IAB TechLab also proposed fresh accountability standards, seller defined audiences, tokenization frameworks for user enabled identifiers and privacy enhancing technologies. For nearly three years, since 2020, the AdTech industry has tried to build various solutions, including the Privacy Sandbox from Google. While there are different solutions that are being developed there is one area where there is absolutely no solution in sight and that related to the “transmission of consent and consumer choice signals”.
The emergence of the end-to-end stack from all the leading AdTech providers must be seen in this perspective. Transmission of consent and consumer choice signals across the fragmented digital supply chain is not possible in the current form. It requires an alarming level of trust, transparency and compliance sync up from all the participants in the supply chain. The industry has chosen to “centralize and pack up” than to “rebuild and collaborate”. This has resulted in the commoditization of the AdTech supply chain, with no real differentiation. Value exchange and the related value creation has now totally shifted to advertisers and publishers, as they own the consumer choice signals and their consent.
Also read: Why adtech needs to focus on privacy-compliant personalisation