Publicis Media, along with the UK Association of Online Publishers (AOP) will carry out a broad-scale test of Anonymised. It is a brand-new privacy-enhancing technology (PET) that allows for cookie-free targeting and measurement. This test will be conducted after a comprehensive discussion with the UK Competition and Markets Authority (CMA) and the Information Commissioner’s Officer (ICO). Moreover, it intends to show how PETs may encourage transparent and healthy competition in programmatic advertising to the advantage of publishers and advertisers without jeopardizing user privacy.
Publicis Media’s Large Scale Privacy-Enhancing Technology Tests
The test presents Publicis Media with a chance to enhance its position as a pioneer in the move toward a cookie-free internet. It gives AOP members the chance to create a more publisher-friendly ad ecosystem. Publishers including New UK, The Guardian, The Independent, Bauer, and Haymarket are among the AOP’s members. The tests will happen in 2023 and the first part of 2024. Additionally, it will adhere to the CMA’s testing methodology for Google’s Privacy Sandbox. The CMA and the ICO will also receive the results in the second quarter of 2024.
Here’s what they said
As reported by ExchangeWire,
Ed Pizey, VP of data & technology consulting at Publicis Media said that they were currently conducting a comprehensive privacy-enhancing testing program across nearly 40 cookie-less solutions. He further added
Our clients understand the need to use data responsibly in a way that respects consumer privacy. Our testing programme provides the opportunity to measure how technology partners like Anonymised can deliver reach and performance to our clients in a privacy-centric way. This collaboration is one example of Publicis Media’s commitment to uncovering new cookieless solutions for our clients – inclusive of working closely with Epsilon to test and learn.
Richard Reeves, MD at the AOP explained,
Third-party cookies were never a great deal for publishers because they leak first-party data into the ecosystem, which largely benefits ad tech companies and made-for-advertising sites. Technology like Anonymised gives publishers an opportunity to monetise audiences without disclosing data, enabling direct relationships with advertisers — which aligns with our members’ vision for an equitable exchange between publishers and advertisers.
Dr Mattia Fosci, CEO of Anonymised stated,
The market needs a new generation of technology providers that can help publishers and advertisers transition to a cookie-less, privacy-first internet. Google’s Privacy Sandbox may well be the new baseline for open-web advertising, but innovation is needed to make sure the open web remains a competitive advertising destination in a privacy-centric world.