Newswire - July 2021

Gaming apps have a surprisingly strong presence on many leading CTV platforms -- even when they represent a lower share of the total applications for download, they more than make up for it in terms of overall usage. Gaming apps are more accustomed to working within a programmatic context and are more likely to run ads than video streaming apps, making this a category of CTV inventory to keep an eye on. (AdExchanger)

Google has again come under fire for antitrust violations, with market regulators in several countries claiming that the company has used monopolistic practices to favor its own publishers and ad marketplace. This latest ruling deals yet another blow to the highly-scrutinized, “walled garden” ecosystems like those of Google, Facebook, Amazon, and Apple. (Adweek)

While two-thirds of marketers believe that contextual targeting will grow in importance over the next year, a nearly equal share are concerned about their ability to accurately target contextually without first-party data. Although first-party data will likely become the gold standard for post-cookie audiences, contextual targeting remains an invaluable strategy for advertisers who lack the resources or capability to create a custom audience for every campaign. (Captify)