The Trade Desk's 'premium internet' shift stirs concerns among publishers over ad dollar allocation

The Trade Desk reassures that minimal authentication can still attract ad dollars, but many publishers remain skeptical of relying on UID 2.0 and ceding control over their data. May 28, 2024 [PRESENTED BY]( [The Trade Desk’s ‘premium internet’ shift stirs concerns among publishers over ad dollar allocation]( The Trade Desk reassures that minimal authentication can still attract ad dollars, but [many publishers remain skeptical]( of relying on UID 2.0 and ceding control over their data. Additional coverage: - Amazon continues to make a concerted effort to “elevate” its pitch to advertisers. [More in this Digiday+ Marketing Briefing.]( - Intrinsic in-game advertising has not yet become a default inclusion in many brands’ marketing budgets. To get inside premium titles, marketers have instead [invested in bespoke immersive brand experiences](. - What started as a part-time, pandemic-induced pregnancy journey vlog has turned into a family business for social media creators Lazara Miranda, Benny Martin and their three boys. We talked to them in [the second episode of the Digiday Podcast Creators series](. - Brands have used events as a way to generate consumer interest in their products for years. As new event strategies continue to emerge, [Digiday+ Research looked at the current events landscape](. Other things to know about - Your last chance to enter the [Digiday Technology Awards]( is July 12. Don't miss this chance to have your technology recognized in front of Digiday's global audience of media and marketing leaders. - According to [new research from Activision Blizzard Media](, differences in playing behavior impact the likelihood of identifying as a gamer and how players receive and respond to in-game advertising. Sponsored by Activision Blizzard Media. - Publishers are leveraging new and emerging solutions to [foster increased monetization and operational efficiency]( in the wake of third-party cookie deprecation. Sponsored by PubMatic. Top Stories Ivy Liu [The Programmatic Publisher]( [The Trade Desk's 'premium internet' shift stirs concerns among publishers over ad dollar allocation]( The Trade Desk reassures that minimal authentication can still attract ad dollars, but many publishers remain skeptical of relying on UID 2.0 and ceding control over their data. howdy! [Retail Revolution]( [Marketing Briefing: How Amazon has 'elevated their game' with a more cohesive pitch to appeal to advertisers]( Amazon continues to make a concerted effort to “elevate” its pitch to advertisers. SPONSORED BY [Logo] [Why enriched small business data is crucial for B2B and business marketers]( [img]( B2B and business marketers often need help connecting effectively with small and medium-sized business accounts. Some of this is due to the difficulty in reaching SMBs effectively with the tools available. Through Intuit’s SMB MediaLabs, business marketers can reach business audiences based on Intuit’s first-party data, taking their marketing efforts to another level with accuracy and efficiency. This first-of-its-kind B2B media network is focused solely on small businesses, leveraging unmatched data via Quickbooks to reach SMB audiences for ultimate success. [Learn more]( [Sponsored by Resonate]( [How marketers are preparing first-party data strategies ahead of the cookie deprecation]( The potential of a brand’s first-party data is limitless, but brands and agencies must go deeper than traditional data strategies to ensure they’re getting the most out of the cookie-free world. howdy! [Gaming & Esports]( [In the gaming industry, immersive integrations are winning the battle for marketing dollars — for now]( Intrinsic in-game advertising has not yet become a default inclusion in many brands’ marketing budgets. To get inside premium titles, marketers have instead invested in bespoke immersive brand experiences. [Sponsored by Klaviyo]( [Four questions every marketing team needs to answer about its tech stack]( Read this new playbook to learn the four questions marketing teams must answer to ensure their customer data serves the whole business. howdy! [The Creator Economy]( [How the Martin family went from part-time vloggers to a family of social media mavens]( What started as a part-time, pandemic-induced pregnancy journey vlog has turned into a family business for social media creators Lazara Miranda, Benny Martin and their three boys. Advertisement [Sponsored by Nexxen]( [Why advertisers are seizing the CTV opportunity]( While CTV was once considered a risky investment, it’s now seen as a lucrative opportunity for broadcasters and brands alike. howdy! [Experimental Channels]( [Digiday+ Research: The 2024 brand guide to events]( Brands have used events as a way to generate consumer interest in their products for years. As new event strategies continue to emerge, Digiday+ Research looked at the current events landscape. howdy! [Evolving Agencies]( [WTF is principal media?]( The use of principal media is on the rise, notably by the agency holding companies, which are looking for profit wherever they can find it. 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