'A system that is out of alignment': Online ad industry faces its identity crisis at IAB's annual meeting

Advertising, publishing and ad tech executives are grappling with what replaces the third-party cookie and whether to return to contextual advertising. February 11, 2020 As privacy regulation takes effect and the third-party cookie crumbles, advertisers, publishers and ad tech companies have convened at the Interactive Advertising Bureau’s Annual Leadership Meeting in Palm Springs, California. While often a rah-rah affair for the online advertising industry to rally around itself, this year’s event has had more of a corrective tone. Read more below. - [The online ad industry is facing an identity crisis -- and it's come to the desert to figure it out.]( - Increased competition for listeners and ad dollars is putting pressure on many podcast-producing publishers that [do not focus on audio as a primary source of audience or revenue](. - Tammy Wincup, president of Politico's [just-launched tech-focused publication](: "I don't see it as a B2C; it's all B2B." - During live broadcasts, some marketers with big budgets are buying multiple spots with the storytelling unfurling in sequential bits and thus [mitigating the risk of annoying viewers](. Other things to know about - At the Digiday Publishing Summit, speakers from Forbes, Vox Media, Dotdash and more will offer an honest look at how they're tackling everything from creating new products to making programmatic advertising smarter. View the full list of speakers and [reserve your spot here](. - We want to hear from publishers and advertisers: As cookies fall by the wayside, which video formats and strategies are most promising? [And which ones aren’t worth investing in anymore](? Take this short survey for a $5 Starbucks gift card. Sponsored by Dugout. Top Stories The Programmatic Marketer ['A system that is out of alignment': Online ad industry faces its identity crisis at IAB’s annual meeting]( Advertising, publishing and ad tech executives are grappling with what replaces the third-party cookie and whether to return to contextual advertising. howdy! Audio Anywhere [Why the podcast gold rush is slowing down for some publishers]( Increased competition for listeners and ad dollars is putting pressure on many podcast-producing publishers that do not focus on audio as a primary source of their audience or revenue. Sponsored by Bannerflow [Sky, The Times and Telenor discuss the impact of in-housing marketing]( As brands navigate the waters of in-house marketing, they're developing new strategies and tactics to develop data, skillsets and efficiencies for a competitive advantage. Advertisement howdy! [Protocol president Tammy Wincup on applying the Politico playbook to tech coverage]( Tammy Wincup, president of Politico’s just-launched tech-focused publication: “I don’t see it as a B2C; it’s all B2B.” Sponsored by Hotwire [Marketers are starting to target Generation Alpha]( The kids born in the past decade — aka Gen Alpha — are already making important consumer decisions. Marketers are getting serious about engaging with them. howdy! DIGIDAY+ MEMBER EXCLUSIVE [The Rundown: When it comes to live TV events, advertisers go all out]( During live broadcasts, some marketers with big budgets are buying multiple spots with the storytelling unfurling in sequential bits and thus mitigating the risk of annoying viewers. Advertisement Sponsored by resonate [Ignite ad sales and revenue growth with better digital intelligence on your consumers]( For marketers, AI isn’t just about surfacing data; it’s about connecting with customers on a deeper level. Join us on Feb. 20 at 11 a.m. EST as we speak to A+E Networks’ Cristina Bell and explore how certain marketers are using AI to boost personalized customer insights. howdy! Content & Commerce [The Week Junior is coming to the US]( In an attempt to drive more subscription revenue, Dennis Publishing will offer its children’s newsweekly for $35 for 25 issues or $75 for a full year. howdy! Agency Culture [Brainlabs uses recent private-equity cash infusion to buy US agency Hanapin]( Traditional agency holding groups are no longer the biggest dealmakers in the marketing services industry. [All Latest Stories]( [Protocol president Tammy Wincup on applying the Politico playbook to tech coverage]( Tammy Wincup, president of Politico's just-launched tech-focused publication: "I don't see it as a B2C; it's all B2B." You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](