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Addressability is back as a headline concern for attendees at this year’s Prebid Summit

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Digiday @ Advertising Week

Apple’s secret blocklist is the talk of Advertising Week New York (mostly off the record)

The digital media industry’s Fall conference season is well underway, and after the bombast of Advertising Week New York came Prebid Summit, a one-day event focused more on solving ad-tech problems than on traditional Madison Avenue pageantry.

When Google U-turned plans to phase out third-party cookies in Chrome last year, many in ad tech thought the issue of addressability — namely, how large platforms such as web browsers and mobile OS providers can restrict third-party ad targeting — was a conversation left behind in the early 2020s.

However, as most Digiday readers will know, addressability and measurement restrictions soared back to the top of the agenda following Apple’s latest iOS 27, with such discussions taking place on the sidelines of last week’s proceedings.

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Inside Dentsu’s plan to make entertainment a part of every brand’s budget

Somewhere down the line, a brand will probably hire Dentsu as its global entertainment agency, with a brief that has nothing to do with the creative or media accounts. That would have sounded far-fetched a couple of years ago. The branded entertainment hype has kept going for long enough now that it no longer does.

It started with people getting rather good at ignoring ads, which pushed brands toward making things they chose to watch. Handily, the entertainment industry is short of cash and far less sniffy about taking a brand’s money than it once was. Social media has opened that door wider. Feeds that once showed a friend’s holiday snaps now run on shows made by creators that cost a fraction of a typical TV series.

Cathy Boxall brokers plenty of those deals as the global head of entertainment at Dentsu, and wants brands to hand over bigger ones. “I really think they should be doing more of that,” said Boxall. 

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