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Hold It Clear

Clear room? 

Extra like a mud room. It’s the place folks can depart their “soiled” (learn: personal first-party) information with out ruining the remainder of the home. 

The marketer standpoint usually goes one thing like this: “‘Our information goes to a clear surroundings to be washed away of all privacy-violating sins. Hallelujah!’” writes Therran Oliphant at Consent Financial system. Oliphant is government director of the consulting follow at Omnicom’s PHD.

Cookie syncs are inelegant however acquainted. 

“[Data] sharing used to depend on cookie syncs; cellular advert ID (MAID) matching; and buyer onboarding to attach disparate areas, seamlessly,” he writes. “Whereas imperfect, the method is properly understood.”

Now information is “fortified with attributes” inside a clear room the place totally different first-party or personal information units can match primarily based on shared information factors. To keep away from getting too granular, clear rooms additionally add noise, redact IDs and obfuscate the information so no particular person focused by an advertiser might be parsed from the clear room experiences.

The walled backyard clear rooms everybody thinks of as clear rooms are, in reality, not clear rooms in any respect. They’re first-party information bins owned by media corporations. However that’s a narrative for an additional day.

Not Shopping for The Buyout

Regardless of buyout rumors boosting its inventory value, issues proceed to pile up for Nielsen.

Allen Media Group is suing the TV rankings incumbent for billions, Deadline experiences. The swimsuit alleges Nielsen knew it introduced unreliable TV rankings information and lined up deficiencies in its measurement.

Allen Media can also be searching for to redo its contract with Nielsen, contending that Nielsen ought to be charging much less for providers because it misplaced its MRC accreditation.

The swimsuit is the most recent problem to Nielsen’s maintain on TV measurement. However may a buyout be simply what Nielsen must restore its tattered popularity?

Rumors that personal fairness companies are contemplating a deal for the beleaguered Nielsen at a $15 billion price ticket prompted the measurement large’s inventory to bounce 30% earlier this week. 

However TV business insiders don’t suppose a buyout will change the state of affairs a lot, based on The Drum. TV execs misplaced belief in Nielsen as a result of its measurement practices broke down through the pandemic and since it continues to drive previous TV rankings methodology on an business that’s longing for change.

The PWA PSA

The Open Net Advocacy group, a British advocacy org, is urgent the UK’s competitors regulator to analyze Apple for alleged anti-competitive practices, as a result of it gained’t permit non-WebKit-based browsers on iOS. 

Many iPhone or iPad house owners don’t know that Firefox, Chrome and different Chromium browsers are literally simply clones wrapped round Apple’s WebKit tech (which Safari is predicated on), based on The New Stack.

What which means is progressive internet apps (PWA) – providers that natively reply to the person in a browser or within the app ecosystem – are killed off for everybody. In principle, a Chrome browser may assist a PWA, however the model of Chrome constructed on WebKit can’t. 

The WebKit PWA kill change is especially galling as a result of Apple forces builders to make use of browser code that hasn’t stored tempo with the browser marketplace for years in the case of product improvement cycles.

Apple, alternatively, considers it a possible safety problem to have apps or related providers that may be downloaded exterior the App Retailer. Actual speak: It’s additionally a possible route for builders to skirt Apple’s charge on in-app income.

However Wait, There’s Extra!

Music’s messy digital revolution. [NYT]

Substack’s Shopify downside. [The Rebooting]

Omnicom will pull its operations in Russia. [Ad Age]

Macy’s rolls out a tech-driven trend platform. [MediaPost]

The 4A’s is telling its members how one can crack down on unscrupulous advert tech gamers. [Digiday]

You’re Employed!

GroupM brings again Jessica Maley as chief folks officer for its subsidiary, Wavemaker. [release]