T-Mobile Launches Apple’s iCloud Private Passthrough; The easy-to-use, hands-free CMP illusion – AdExchanger

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Relay interference

Mobile carriers hate Apple’s iCloud Private Relay, an iOS 15 feature that encrypts location data, IP addresses, and Safari traffic so no company, including Apple, can track web usage.

In Europe, four carriers – T-Mobile, Orange, Vodafone and Telefónica – are lobbying the European Commission to block Private Relay, claiming it will “prevent others from innovating and competing in digital downstream markets. “. The telegraph reports.

With its growing multi-billion dollar services business, Apple is increasingly competitive with carriers for mobile ad dollars, app installs and payment services – the list goes on.

Apple doesn’t track Safari traffic to target web ads anyway. But tracking web traffic and customer location is an important part of many services provided by a mobile carrier.

The EU is unlikely to intervene to stop Apple’s private relay, although carriers could do other things. T-Mobile, for example, disabled iCloud Private Relay on its US network, 9to5Mac reports.

But while T-Mobile can flip that switch, Apple has the final say, since it owns the interface.

Now an error message in the Apple Settings section for US T-Mobile and Sprint iOS 15 users reads: “Your cellular plan does not support iCloud Private Relay. When Private Relay is disabled, this network can monitor your internet activity and your IP address is not hidden from known trackers or websites.

You & Me & CMP

If your company deploys a consent management platform with a “set-it-and-forget-it” approach… you are looking for trouble.

“In short, it’s a very different thing to be compliant the first time than to maintain compliance over time,” Romain Gauthier, CEO of French CMP Didomi, told AdExchanger.

On Wednesday, Didomi acquired Agnostik, a privacy tech startup that helps maintain compliance with various regulations.

The price of the transaction was not disclosed, but Gauthier says it fell into the “low seven figures”.

Publishers and marketers use privacy technology to detect compliance gaps and stay on top of which vendors are using their data. For example, when Agnostik sees a privacy indicator on a customer’s website, such as a vendor dropping a cookie or collecting data it shouldn’t, it sends an automated email alert with instructions to solve the problem.

Gauthier predicts that the ability to perform automatic, ongoing privacy audits will be a critical need for marketers, along with brand safety.

Consent data – asking for it, collecting it and managing it – was a big theme in advertising last year, and that won’t change in 2022 and beyond. [Related in AdExchanger: “Why 2021 Was The Year Of Consent For Digital Media.”]

The VC fly trap

MediaMath co-founder Joe Zawadzki steps down after 15 years as CEO Business Intern reports. Zawadzki will remain as an adviser and will be replaced as managing director by board member Neil Nguyen, the former CEO of Sizmek.

Zawadzki has placed more programmatic bets than anyone. He is a general partner of digital marketing investment fund AperamVentures and has made numerous private angel investments.

And yet, MediaMath got caught in the venture capital funding trap. He raised nearly half a billion dollars, including a round to offload disillusioned investors, meaning if he were to sell, it would drive a significant price.

MediaMath didn’t have the IPO numbers either, and the wave of mergers and acquisitions that consolidated its smaller rivals overtook it. (Why pay the MediaMath premium if all you need is DSP technology and a few engineers?)

Now, MediaMath faces a landscape dominated by large corporations, public companies, and private equity consolidators.

Enter the area

Roku rolled out its new “Live TV Zone” on Tuesday, which takes users directly to its hub of live TV networks, Tech Crunch reported.

Roku launched the Live TV Channel Guide in 2020, but it now has a permanent home in Roku’s navigation menu. It also has over 200 live channels, doubling the original slate.

Infinite consumer choice and limited bank accounts mean programmers are relaxing subscription-only strategies and looking for free viewers elsewhere. Not that Roku is the first to realize it — other free streamers like ViacomCBS-owned Pluto TV and Comcast’s XUMO were early entrants.

The increasingly blurred lines between traditional TV and streaming TV lie in ad-supported content — and a lot of it.

Roku has already realized that it makes a lot more money from its platforms than it does from selling devices. Last quarter, its platform revenue rose 82% year-over-year to $582 million, while device revenue fell 26% to $97.4 million .

Live TV is an elixir for Roku’s overall inventory pool because it’s true TV-quality content as opposed to long-tail CTV apps with dodgy video inventory that just happens to be watched on that big screen on the wall.

But wait, there’s more!

The activist who pushed advertisers to dump Breitbart is coming for other extremist sites. [Protocol]

Twitter takes a minority stake in the advertising company Aleph Group, its exclusive advertising partner in 74 emerging countries. [release]

The Reuters Institute and the University of Oxford publish their annual survey of journalism, media and technology. [report]

Google is making its latest lobbying effort to influence the EU Digital Markets Act before it comes to a vote. [FT]

Apple is in serious talks with MLB to broadcast baseball games next year. [NY Post]

You are engaged!

Wavemaker taps Sarah Salter to lead its new global innovation practice. [release]

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