Nitro Blog

News Round-up: Sustainability Messaging, VAST Support, & More

Sustainability Messaging for Advertisers

MarTech Series’ latest insights article discusses the benefits for advertisers to “include sustainability into their messaging in a way that is consistent with their fundamental brand values and advantages.” This statement is based on customer concerns regarding sustainability, arguing that these types of messages are highly effective and promote both empathy and trustworthiness. Several key points are addressed, covering why customer perceptions about sustainability are changing and how important privacy continues to be, with MarTech Series concluding that “ad performance and user privacy can gain greatly from sustainability realignment” and that “finding the ideal mix between sustainability, ad performance, and user privacy will help build steadfast client loyalty.”

IAB Introduces VAST Cookieless API Support

On July 12, IAB Tech Lab introduced Video Ad Serving Template (VAST) support for Google Chrome’s cookieless API. This mechanism enables “event URLs to be marked to request registration with the Attribution Reporting API.” In order to have video ad events registered, ad tech companies are encouraged to update their VAST tags so that the events can be registered once the Chrome API goes live. Check out IAB Tech Lab’s document describing the changes here.

Programmatic Media Study Leads to Action

Last month, the Association of National Advertising (ANA) released its first look at the results of a study regarding programmatic media supply chain transparency. Key findings of the study included that “data access is lacking,” an average advertising campaign “ran on 44,000 websites, leading to more waste,” “Made for Advertising (MFA) websites represent 21 percent of impressions,” and more. Digiday now reports that as a result of this study, some ad tech companies are blocking MFA websites because they “disrupt the user experience, compromise the value of content, introduce potential security risks and erode trust in the digital advertising ecosystem.” It acknowledges that not all ad tech vendors have acted yet, and that not just ad tech companies, but also marketers “need to be the ones to stop purchasing MFA inventory.”