Yahoo launches targeting without ID; Roku could start making TVs

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Ya-Who’s there?

Yahoo (which is back, in case you haven’t heard) launched an IDless targeting solution on Thursday.

The company has a proprietary ID, which it calls Yahoo ConnectID. But even today, 30% of ad impressions carry no advertising ID, Yahoo said – and in two years, more than 75% of impressions will not have an identifier. (It should be noted, however, that this is based on Google sticking to its own timeline of around two years for deprecating third-party cookies and advertising IDs.)

Yahoo’s first IDless product, dubbed Next-Gen Solutions, models logged-in users who can be tracked on Yahoo-owned web properties, including Yahoo Fantasy Sports, TechCrunch and AOL Mail.

Next-Gen Solutions also extracts advanced contextual signals, Yahoo claims and analyzes page content. Yahoo then models audiences based on data signals in the auction feed, such as weather and device type.

This allows Yahoo to provide “key insights into various actions, including the CPM gap between addressable and non-addressable inventory,” says James Kanak, associate director of digital enablement at OMD, who also noted that “advertisers need solutions that help them reach and gain insights into non-addressable environments.

Game, TV, Match

Roku is exploring the idea of ​​making its own TVs. The company held focus groups to poll people on different models, feature sets, names, sizes, and prices for potential sets made by Roku, Initiated reports.

Roku’s chief financial officer dismissed the idea as “rumor and speculation” during his fourth quarter earnings call on Thursday. But let’s see why this makes sense:

Roku already has a TV operating system that it licenses from manufacturers such as Sharp, TCL and Hisense. But making your own TV makes a lot of sense.

On the one hand, as an operating system maker and streaming platform with the ability to monetize data through advertising and analytics, Roku can undercut the price of others. That would be quite similar to how profits from its initial sales of TV streaming sticks and devices became relatively small once ad revenue hit the bandwagon.

Another benefit of making TVs is that they come preloaded with The Roku Channel, an ad-supported library of channels and movies, which has been a monetization engine for Roku. The Roku channel could be present whether or not a customer is using a competitor’s streaming device (i.e. Amazon Fire, Google Chromecast or Apple TV).

There is precedent for Roku to make this move. Comcast recently launched its first line of TVs – although it did so with Hisense as a manufacturing partner.

The full funnel tube

Speaking of TVs, OEMs or Original Equipment Manufacturers try to wear all hats.

Why? Smart TV makers had a rude awakening when they realized there wasn’t much profit to be made in… well, hardware. Vizio, for example, only started selling ads in 2019, but its ad data and ACR harvested 70% of company profits in the third quarter of last year.

LG Ads, Roku and Amazon rounded out the OEM quartet in a Thursday panel hosted by the Coalition for Innovative Media Measurement (CIMM) exploring how OEMs handle audience measurement.

“We’re all headed in the same direction,” said Justin Fromm, head of research at LG Ads Solutions. ” Everybody has [their own] special sauce to add – but we are [all] do a lot of the same things,” including results-based warranties as OEMs expand their proprietary data sets.

TVs and streaming devices have data that spans brand awareness through conversion, said Dan Robbins, vice president of advertising marketing and partner solutions at Roku.

Sounds like a healthy little “coopetition”.

Besides being haters, the executives of Vizio, Amazon, LG Ads, and Roku also agreed on the biggest hurdle to selling smart TV inventory: capturing incremental linear reach ( i.e. cord cutters and youngsters).

But wait, there’s more!

Nielsen and The Trade Desk sync on cross-channel measurement solution. [The Drum]

Bad Chrome extensions threaten Meta access tokens and can lead to data theft. [The Register]

Craig Silverman: Free Tools for Investigating Digital Ads. [blog]

Marketers brace for more changes as Google promises mobile privacy measures. [WSJ]

You are engaged!

Criteo hires GroupM vet Brian Gleason as Chief Revenue Officer. [release]

Havas Media Group appoints Greg James as Global Chief Transformation Officer. [release]