Publishers are becoming increasingly resentful of ad-tech companies for selling contextual chunks of data that have been collected from their websites and sold to advertisers.
Despite the fact that the technique is not new, Adweek stated today that it is raising awareness among publishers as they get ready for the deprecation of third-party cookies. Publishers are now more aware of outside parties scraping their content thanks to the generative AI industry’s rapid growth.
🍪 The Deprecation of Cookies Is to Blame
Site owners are investing in other signals like contextual data to monetize their audiences as the cookiepocalypse draws closer. Publishers contend that by packaging and selling this data, third-party ad-tech companies are infringing on their intellectual property.
When publishers’ revenue is already under jeopardy due to economic headwinds, sources voiced concern that purchasers would prefer contextual segments from these firms rather of their bespoke services.
The UK trade group Association of Online Publishers responded by encouraging ad buyers to keep ad-tech providers accountable in an open letter.
How Come Now?
According to the survey, publishers are growing increasingly upset with contextual scraping as a result of the practice’s recent adoption by content-verification firms, which were previously viewed as friends in the struggle against dangers to brand safety and illegitimate traffic.
The Association of Online Publishers reportedly scheduled talks with Integral Ad Science to inquire about the viability of decoupling the contextual targeting feature from its web crawler. The business recently stated that although it was improbable, it would look into re-engineering the product to allow unbundling.
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