June 21, 2017
Half of the largest online US publishers are teaming up to take on Google and Facebook
by Kevin Tran // June 20, 2017
Half of the comScore 250, the largest online publishers in the US, is teaming up by pooling their signed-in users and data to draw ad spend away from Facebook and Google — according to AdAge.
The companies will be targeting without using cookies. This will be done through Sonobi’s product, JetStream. Essentially, cookies track user information as they browse the web. However, cookies’ functionality is more limited in mobile apps — apps have limited ability to access other apps’ data, which can create a fragmented environment. This could appeal to marketers that may otherwise gravitate towards Facebook or Google, according to AdAge.
It’s starting to gain traction. Big companies are starting to take notice — Omnicom Media Group has bought ads through the initiative. Other companies, including Bank of America, are starting to show interest in buying ads as well.
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