As GDPR turns 5, U.S. ad industry seeks to peddle influence

Also: Dentsu's new web3 readiness tool and generative AI Led by IAB execs, publishers seek to show lawmakers how ad tech really works. May 26, 2023 [As GDPR turns 5 years old, the U.S. ad industry seeks to peddle influence]( Meta was fined earlier this week for yet another privacy infraction in Europe, just days ahead of GDPR entering its fifth year of enforcement. Such a high-profile player in the sector being hit with a €1.2 billion ($1.3 billion) fine underlines the fact that [every ad tech operator must make compliance with such laws their top priority](. Additional coverage: - Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies [actually make a good pair](? - Eighty-two percent of publishers are using first-party data to prepare for the end of the cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that [first-party data is the clear path forward for publishers](. - The NHL is [offering live and on-demand content]( on YouTube and across TikTok, Instagram and Twitter. - Our most read story of the week: Marketers are [going to have to wait for search advertising]( on TikTok. Other things to know about - By leaning on a robust data marketplace and a premium inventory library, Xandr is [simplifying ad selling and buying](. Produced in partnership with Marketecture. - Diverse audiences are valuable, but overly cautious block lists are [sometimes preventing a range of readers and viewers from discovering brands' content](. Sponsored by Channel Factory. - With integrated tech stacks that unify customer insights, brands are better equipped to[personalize customer experiences to drive revenue](. Sponsored by Treasure Data. Top Stories Ivy Liu [Data Regulation]( [As GDPR turns 5 years old, the U.S. ad industry seeks to peddle influence]( Led by IAB execs, publishers seek to show lawmakers how ad tech really works. howdy! [Experimental Channels]( [Dentsu's new web3 readiness tool shines light on the tech's potential to complement AI]( Dentsu’s Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair? [Sponsored by Al Jazeera Media Network]( [How high-quality content fuels improved brand safety efforts]( As marketers tailor their brand safety strategies, it is essential to prioritize creating high-quality, relevant content above all else. Advertisement howdy! [Future of Measurement]( [Digiday+ Research deep dive: Publishers large and small put their resources into first-party data]( Eighty-two percent of publishers overall say they’re already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world. [Sponsored by MNTN]( [Brands are using CTV to drive awareness with prospecting and retargeting efforts]( Marketers are increasingly using CTV’s digital capabilities to reach targeted audiences through TV screens and generate measurable results. howdy! [Brands in Culture]( [Inside NHL's content strategy ahead of the Stanley Cup Finals]( The NHL is offering live and on demand content on YouTube and across social media platforms such as TikTok, Instagram and Twitter. Advertisement [Sponsored by Peer39]( [How new inventory and new buyers are impacting this year’s upfronts]( Digitally-native and nimble brands are finding that they can achieve strong performances and return on ad spend with data-driven TV buys. howdy! [Privacy]( [Five years in, the GDPR has had a double-edged impact on the ad market]( When it launched in 2018 the GDPR was hailed as a privacy superhero of sorts. It set the rules for how companies handle personal data, making sure they couldn’t just grab it without someone’s permission. howdy! [The Programmatic Marketer]( [‘We need an ad exchange for identity’: Overheard at the Digiday Programmatic Marketing Summit]( Brand and agency executives discussed the state of cookieless identifiers, ad tech firms attempting to become one-stop shops and the extent to which ads should and shouldn’t be personalized. [All Latest Stories]( 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](