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Episode 97: Live from London with the IAB Tech Lab
Release Date: November 8, 2024
Host: Ari Paparo
Guests: Shelley Singh, COO and EVP of Product, IAB Tech Lab
Produced by: Marketecture Media, Inc.

Introduction

In this special episode of the Marketecture Podcast, host Ari Paparo records live from the IAB Tech Lab event in London. Joining him is Shelley Singh, the Chief Operating Officer and Executive Vice President of Product at the IAB Tech Lab. Together, they delve into the latest developments in advertising technology, with a particular focus on identity, privacy, and connected television.

Interview with Shelley Singh, COO and EVP of Product, IAB Tech Lab

Understanding IAB Tech Lab's Global Presence

Ari opens the conversation by inquiring about the international scope of the IAB Tech Lab. Shelley explains the organization's global charter, emphasizing its collaboration with 46 local IABs worldwide to address regional regulatory and technological standards.

Shelley Singh [03:07]: "There are about 46 IBs. They focus on the local, regional, regulatory and other aspects. So they're all based on the region. Tech Lab focuses on the technology standards. So we are a global organization. Our charter is global."

Regional Governance and Regulatory Differences

The discussion shifts to the nuanced differences in governance and regulation between regions, notably between Europe and the United States. Shelley highlights how regulations like GDPR, DSA, and E-Privacy in Europe contrast with the more fragmented state-level laws in the U.S.

Shelley Singh [04:37]: "If you look at the privacy regulations, like I said, you have GDPR, you have DSA, you have the E Privacy, like already three different regulations... In the US, we still don't have a federal law. But we have more independence and federal system for the states."

Recent Developments: Addressability, Privacy, and Connected TV

Shelley outlines the IAB Tech Lab's recent initiatives, including standards for data clean rooms, improvements in the OpenRTB supply chain, and advancements in connected television (CTV) advertising formats. She elaborates on the systematic approach to standardizing ad formats for CTV, ensuring end-to-end compatibility within the supply chain.

Shelley Singh [06:03]: "We are trying to make it more efficient to be able to advertise against different mediums and different channels and be able to reconcile all that data with that creative ID framework."

Ad Format Standardization for Connected TV

Ari probes deeper into the efforts to standardize television ad formats. Shelley explains the collaborative process involving submissions from various stakeholders, expert evaluations, and both qualitative and quantitative assessments to determine the most valuable formats for standardization.

Shelley Singh [07:43]: "We can't do this every week. So we said, why don't we have a program where we invite all at once, give them three months to submit everything and then we have a committee of experts..."

Future Projects: Privacy Labs

Looking ahead, Shelley introduces the concept of Privacy Labs, a new initiative aimed at educating the industry on privacy-enhancing technologies. This project will provide tools and platforms for companies to better understand and implement privacy measures such as differential privacy and k-anonymity.

Shelley Singh [08:37]: "We want to provide that platform where you can bring your data and you can understand what would K anonymity mean for your data set."

Challenges in Audio Advertising

The conversation touches on the challenges within the audio advertising space. Shelley mentions the existing focus on measurement and metrics, noting the high percentage of podcast listens through native apps, which complicates measurement and standardization efforts.

Shelley Singh [10:31]: "We have the podcast Measurement and Metrics working group, but it's mostly focused on metrics."

Shelley's Career Path and Role at IAB Tech Lab

Ari concludes the interview by exploring Shelley's professional journey. She shares her transition from enterprise supply chain management to the dynamic field of advertising technology, highlighting her contributions to transparency reporting and the evolution of standards at Yahoo and subsequently at the IAB Tech Lab.

Shelley Singh [12:00]: "I used to work in supply chain Management of the real world, the digital world of the actual stuff... Then I got into advertising at a company called Same Media."

News of the Week

Following the interview, co-hosts Eric Franchi and Joe Zappa present the "News of the Week," covering significant updates in the ad tech industry.

Applovin's Impressive Earnings and Market Cap Surge

Applovin reported a stellar 39% year-over-year increase in revenue for Q3, predominantly driven by advertising revenue, which now accounts for 66% of their total revenue. This performance has propelled Applovin to become the most valuable independent ad tech company with an $80 billion market cap.

Joe Zappa [15:35]: "Applovin is now the most valuable independent ad tech company at an $80 billion market cap."

DoubleVerify Uncovers Audio Ad Fraud Scheme

DoubleVerify identified a sophisticated ad fraud scheme targeting white noise apps, resulting in over a million dollars in monthly losses for advertisers. The fraudulent activities involve spoofed IPs and counterfeit servers generating fake impressions.

Joe Zappa [21:42]: "There's a collection of white noise apps... using spoofed IPs and counterfeit servers, resulting in over a million in monthly losses for advertisers."

Update on IAS and Potential Acquisition by KKR

IAS is reportedly in discussions with private equity firm KKR for a potential acquisition. This move could enable IAS to innovate and compete more effectively against larger players like DoubleVerify without the pressures of public market scrutiny.

Eric Franchi [26:24]: "IAS is indeed in discussions allegedly with KKR, the big PE firm. This makes sense for them to continue to innovate..."

United Airlines Launches Vertical Ad Network with Starlink Partnership

United Airlines introduced its vertical ad network, targeting passengers with personalized ads on seatback screens and through the United app. Partnering with Starlink, United plans to offer free Wi-Fi powered by Starlink, enhancing the captive audience for advertisers onboard flights.

Joe Zappa [30:05]: "This should also be an opportunity for United's advertisers to collect data on who's interacting but maybe not quite purchasing and then maybe even retarget them off site."

Google Enters the Curation Game

Google is making significant strides in the curation space, partnering with companies like LiveRamp and IAS to enhance its curation services. This development underscores the growing importance of quality inventory and audience data in driving effective advertising outcomes.

Joe Zappa [32:37]: "Google has obviously unparalleled data and a giant advertiser demand base. So, you know, that was part of what drove the whole antitrust trial over the past few months."

Conclusion and Event Announcement

Ari wraps up the episode by announcing the inaugural Marketecture Live, an all-day conference focused on identity in digital advertising. Scheduled for March 17th (St. Patrick's Day), the event promises expert speakers, fireside chats, and no panel sessions to ensure engaging and in-depth discussions.

Ari Paparo [02:57]: "We are announcing the first ever Marketecture Live. It's an all-day conference like no other... markitecturelive.com"

Listeners are encouraged to reserve their spots early, with significant discounts available for subscribers.

Notable Quotes:

• Shelley Singh [04:37]: "If you look at the privacy regulations, like I said, you have GDPR, you have DSA, you have the E Privacy..."

• Joe Zappa [21:42]: "There's a collection of white noise apps... using spoofed IPs and counterfeit servers..."

• Eric Franchi [26:24]: "IAS is indeed in discussions allegedly with KKR, the big PE firm."

• Ari Paparo [02:57]: "We are announcing the first ever Marketecture Live. It's an all-day conference like no other..."

This episode provides a comprehensive look into the evolving landscape of ad tech, highlighting the critical work of the IAB Tech Lab and offering insightful commentary on current industry trends and challenges. Whether you're a seasoned professional or new to the field, Episode 97 delivers valuable knowledge to keep you informed and ahead of the curve.

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