In the Sensei’s Corner this week, we welcome back Erik Requidan and Justin Hansen, the founders of Media TradeCraft. In last week’s episode, we spoke about the anxiety with publishers and them trying to figure out how to function without third-party cookies, where most of their revenue comes from. In this week’s episode, we will be discussing the next steps for publishers and what they hope to achieve moving forward, even if this means relying on non-advertising resources.

This week, we refer to the following articles/resources:

• The coming cookie changes will force small publishers to give up on advertising altogether.
• The Trade Desk. Unified ID 2.0

Connect with: Erik A. Requidan | Justin Hansen | Media TradeCraft

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Shownote:

Article #The coming cookie changes will force small publishers to give up on advertising altogether.

With the disappearance of third-party cookies fast approaching, digital ad revenues find themselves struggling on how to function. The coming changes will create a struggle for publishers because most of their sustainable income comes from digital advertising. Digital advertising has become so competitive that small publishers are beginning to step away. Many cannot hire the talent needed to stay atop programmatic advertising, and many small publishers find themselves struggling to attract direct buyers. Without third-party cookies and targeting, publishers will not have the scale to compete with others.

Article #2 The Trade Desk. Unified ID 2.0

Advertising has allowed content providers to produce a piece of Identification that many of us enjoy using regularly; these include mobile apps, streaming television, or other website experiences. However, the use of this content has not always been well understood, communicated, or even managed. The Unified ID 2.0 is a tentative solution where leading industry partners can collaborate with others across our ecosystem to create an open-source ID framework. Built from encrypted email addresses, this ID will build a new era for identity.

Three things you do for yourself every day

• Tring to stay connected with others as much as possible. We do this by spending time with our team on Zoom so that we can see each other
• Checking in with people throughout the country and keeping that human connection
• Using the extra time you have now and stepping away to use that time for yourself

Be sure to check out Erik Requidan’s podcasts The Minority Report Podcast and What Happens in AdTech.