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Opinion: In-Depth Analysis of Google’s Privacy Sandbox

IAB New Zealand Data & Management Council Chair Qassem Naim provides local context for the digital advertising industry.

IAB Tech Lab, the global digital advertising technical standards-setting body, has released a comprehensive analysis shedding light on the challenges associated with the industry’s adoption of Google’s Privacy Sandbox. The analysis, conducted by IAB Tech Lab’s Privacy Sandbox Taskforce, explores the implications of Google's plan to eliminate third-party cookie-based tracking from its Chrome browser while replacing it with the Privacy Sandbox.

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IAB New Zealand IAB New Zealand

New IAB New Zealand Survey Sheds Light on Programmatic DOOH in New Zealand

As announced at last month’s IAB New Zealand’s event, Programmatic DOOH: Past, Present & Future, the Market Barometer survey has been released today. They survey insights into the fast-growing world of programmatic Digital Out-of-Home (pDOOH) advertising and offers valuable feedback on what can be done to improve adoption and understanding of pDOOH.

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IAB New Zealand IAB New Zealand

Opinion: The Role of Cookies in Programmatic

OPINION: The Role of Cookies in Programmatic

In this Opinion piece, Vinay Shriyan Programmatic Manager of Mi9, explores:

  • What exactly is a cookie?

  • Why do we need cookies?

  • The ingredients of a 'good' cookie

  • 1st party vs. 3rd party cookies, and what about 2nd party cookies?

  • 3rd party cookies and the marketeer (with use case examples)

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IAB New Zealand IAB New Zealand

Hivestack Case Study

Placemakers, dentsu & Hivestack: teaming up to paint a strong programmatic digital out of home (DOOH) campaign with Dynamic Creative Optimisation (DCO).

Iconic Kiwi paint brand, Levene, delivers dynamic billboard ads thanks to real-time weather forecasts, in towns and cities around New Zealand.

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IAB New Zealand IAB New Zealand

Opinion: Measurement in 2023 and Beyond

The future of measurement continues to offer a huge platform of innovation for brands and agencies. The post-cookie measurement landscape seems uncertain. Long-standing traditional media channels such as TV and OOH have made steady progress in recent years in adapting to the growth of Connected TV and pDOOH despite all the known measurement challenges.

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IAB New Zealand IAB New Zealand

Opinion: The Value of Data Partnerships

We’ve all heard that the cookie empire is crumbling. The days of tracking anonymous users across the internet is coming to an end, eaten up by changing consumer expectations, privacy laws and Apple making their move into the advertising space. Even with Chrome pushing their deadline back another year, the tide has undeniably changed with most brands preparing for a cookie-less future.

Central to every alternative solution is 1st party data, and rightly so, after all it’s much more valuable to communicate with real people vs. anonymous devices. Consumer data, willingly shared for the purpose of marketing or personalisation is also more easily leveraged across platforms and more likely to survive future changes to privacy. The question is, is 1st party data enough to guide a media buying strategy once cookies are gone?

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FY 2022 IAB NZ Digital Advertising Revenue Report Released

New Zealand Digital Advertising Revenue Grows by 9.6% FY 2022

The IAB New Zealand released its latest 2022 Digital Advertising Revenue Report today. The report provides a snapshot of FY 2022, H2 2022 and Q4 2022, along with trends, to provide a contextual overview of the New Zealand digital advertising market.

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IAB New Zealand IAB New Zealand

IAB New Zealand Releases the Value of Attention Buyer’s Guide 2023

Last year the IAB New Zealand Digital Effectiveness Council published a whitepaper, ‘A Screens-First Approach’, highlighting the importance of video neutral planning. The key theme of this whitepaper was to focus on audience media consumption and diversify AV planning to ensure sufficient coverage.

The whitepaper briefly touched on a concept, not all screens are equal. The Value of Attention Buyer’s Guide 2023 provides greater insight into this statement, focussing on the attention economy and why planning to attention will drive effectiveness.

The Value of Attention Buyer’s Guide 2023 has been designed to provide the tools to properly evaluate attention metrics and apply them across media planning and activation, with a focus on video inventory.

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