Primis, the leading Video Discovery platform for global publishers and founders of Sellers.guide is excited to announce the official launch of its new AMP (Accelerated Mobile Page) video player. The new unit follows the AMP framework for being very lightweight for super fast loads, often resulting in higher conversion rates and more traffic for publishers.

Our new AMP player offers our full Video Discovery technology providing visitors of a site with a better user experience. We’re always talking to our clients about products and services they need to improve their site and support for AMP comes up a lot.

The Primis video player is unique in that it is the only AMP offering in the market that offers float units which dramatically increases monetization capabilities. The video player also offers common AMP features such as autoplay, docking, looping, and several others. 

Adopters of the Primis AMP video player will have access to the full Primis content catalog and its suite of monetization capabilities. Primis utilizes its advanced discovery engine to help match every video in real-time to its audience based on historical engagement data and contextual relevance.

“Simply put: AMP pages allow us to stop playing the guessing game with Google. We understand that these platforms want their users to be fully immersed in their domain. So instead of us building out our own pages for Google and then making sure they all fit their requirements of a search-worthy page, AMP does all the heavy lifting for us. And throughout this process on AMP we moved away from heavy ad unit monetization and into video player frameworks built for AMP so we didn’t have to sacrifice revenue for speed,” said Nish Patel, Founder of ClutchPoints.

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We have a lot to offer; our technology stack has dramatically increased with multiple solutions for publishers – Video Player, Reporting Tools, Ad Serving, Platform APIs, SDKs, and technical support.

It’s a lot to handle. We listened to our publishers and created the Product Center to provide all the guidance they need. 

The Product Center combines all our previous documentation and PDFs and new guides and tutorials to help publishers and developers use the video player to the best of its capabilities. You can access it easily from the link on the footer of our website. Once you are in, you can simply search any topic. 

It is split into two main sections; 

1. The Platform Tutorial, which includes the Primis Wizard – provides a quick and easy way to start working with the Primis Video Discovery platform for new or experienced users, and all our release notes and latest updates
2. Developer Center, with everything that developers need to fully set up and integrate the Primis player, including analytics, APIs, and SDKs

The Primis Product Center is a place to find everything publishers need in one convenient location to get started with the Primis Video Discovery Platform. To make monetizing your content and “Doing Video Better” easier than ever.   

Explore the Product Center yourself.

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TAG certification fits with our core values. They make the advertising industry safer and fairer and provide real value to all parties involved, especially our publishers. We are honored to once again achieve the TAG Certified Against Fraud Seal. We continue to support their anti-fraudulent efforts and build trustworthy relationships with our partners to create a brand-safe environment.

We constantly work to enhance our IVT pre-bid verification tool to meet today’s brand-safe marketers’ needs. We also carry out extensive brand safety examinations with the use of MRC-accredited vendor Human. Our platform integrates ads.txt in all publishers, enabling transparency while granting them a significant amount of control over their inventory.   

“Success in tackling complex supply chain challenges like fraud in digital advertising requires broad collaboration, and we are pleased to recognize Primis for the high standards it continues to set to fight fraud in our industry. Year after year, Primis has walked the walk by achieving the TAG Certified Against Fraud Seal, and we look forward to continuing to work with them on these issues going forward.” 

Mike Zaneis, CEO of TAG.

TAG is the leading global standards program around criminal activity and brand safety. An increasing number of companies have opted to certify their global operations. To secure recertification, Primis underwent a rigorous audit from an independent third-party auditor.

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CCPA became effective January 1, 2020 with a six-month grace period before enforcement would begin. The penalties and fines for companies that do not comply can be significant.  Civil penalties range from $2,500 per incident for non-intentional violations up to $7,500 for intentional violations.

Enforcement proceedings can begin as of July 1, 2020 but the California Attorney General has stated that companies shouldn’t think of that as a free pass. Non-compliance between January and July can still be enforced after July 1st.

With stiff penalties, it’s important for online businesses to understand what’s covered in the law and what is needed to comply.

CCPA in a Nutshell 

CCPA is the strictest set of privacy regulations on the books in the U.S. It grants consumers new privacy-related rights:

• The right to know what personal information is being collected
• The right to know if (and how) their personal information is being shared or sold
• The right to opt-out of the sale of personal information
• The right to access their information
• The right to have their personal information deleted (with exceptions)

Under the Privacy Act, a sale isn’t limited to money changing hands. CCPA also protects consumer rights for data that’s exchanged for “valuable consideration.”  That’s been interpreted by the California Attorney General’s office to include the exchange of data for targeting or ad delivery.

The definition of what qualifies as personal information goes beyond name, address and phone number.  It includes IP addresses, cookies, browsing history, geolocation data, mobile ad IDs (MAIDS), device identifiers, or any interaction with websites, apps, or ads.  It also includes profiles to identify or group consumers based on personal data.

CCPA prohibits selling any personal data of anyone under the age of 16 without explicit consent. For children under 13, parental consent is required.

What it does allow is the use of consumer data that is aggregated, anonymized, or de-identified.  To qualify, such information must not be associated with any specific user or household.

What is the IAB CCPA Framework?

Primis is a signatory to the Interactive Advertising Bureau (IAB) CCPA Framework.  We recommend publishers to also adopt these principles and policies for compliance.

IAB RESOURCES:

• IAB CCPA Compliance Framework Document
• Limited Service Provider Agreement
• Implement the CCPA Framework Technical Specifications

Publishers selling information from consumers in California for digital advertising purposes must comply with the guidelines as applicable.  Any traffic sent to Primis from California users should be CCPA-compliant.

Publishers have the only direct relationships with consumers.  As such, it is the publisher’s responsibility to provide the appropriate links and disclosures to users, such as the required “Do Not Sell My Personal Information” link.  

Publishers must send Primis the Privacy String signal if a user opts-out of the “sale” of personal data as defined by CCPA.  If Primis does not receive the Privacy String signal from a publisher, we will treat these bid requests as not opted out of a “sale” under CCPA.

More Data Protection Laws Are Likely

It has been nearly two years since the law was enacted, but the enforcement regulations are still not final. The state’s AG has issued guidelines which have already been revised twice.  There may be more changes still to come.

While it impacts any companies that do business with California consumers, it’s unclear whether the law applies to California residents while traveling.

A study by Cisco revealed that 84% of those responding want more control over their data and how it’s used.  In the future, look for more privacy restrictions and data protection statutes.  There’s already a ballot initiative set for November in California to enact a tougher law and stiffer penalties.  More than a dozen states have introduced legislation in the past year, including Illinois, Maine, Massachusetts, Nevada, New Jersey, and Pennsylvania.  There are also several versions of national data protection regulations being proposed and the formation of a Data Protection Agency in the U.S. as well.

This type of uncertainty around the final requirements to comply with CCPA and the potential of new laws make it especially difficult for businesses to comply.

Have any more questions? Please feel free to reach out to privacy@primis.tech or your publisher success manager.

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ABOUT TAG ACCREDITATION

TAG launched its Certified Against Fraud Program in 2016 to combat invalid traffic in the digital advertising supply chain. Companies that are shown to abide by the Certified Against Fraud Guidelines receive the Certified Against Fraud Seal. 

By encouraging legitimate participants in the digital advertising supply chain to meet these standards, the TAG Certified Against Fraud Program has been shown to be an effective tool in reducing fraudulent invalid traffic in the digital advertising supply chain. 

TAG AND PRIMIS

This accreditation is another example of our continued commitment to providing our unique video solutions in a clean and safe advertising supply chain.

The accreditation fits in with our belief that the advertising industry should be safe, fair, and provide true value to all parties involved, especially for publishers. We promote this vision in a number of ways:

“Primis has for the third year in a row demonstrated its commitment to providing a strong product and valuing fraud protection,” said Mike Zaneis, CEO of TAG. “This year, Primis went a step further by cooperating with a third party to earn our certification via independent validation, thus setting an even higher level of accountability for its efforts. We look forward to continuing to raise the bar for fraud protection in the digital advertising industry.”

This year, Primis achieved the Certified Against Fraud seal through independent validation by a third-party auditor and met requirements in the category of intermediary. This seal applies to the company’s global operations and expires on March 1, 2021.

ABOUT THE TRUSTWORTHY ACCOUNTABILITY GROUP (TAG)

The Trustworthy Accountability Group (TAG) is a worldwide certification program battling criminal movement and promoting trust in the digital advertising industry. Primis’s adherence to TAG’s strict standards shows support for the program, as well as commitment to promote a safer and cleaner advertising landscape.

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What is Header Bidding?

Header bidding is an automated way for publishers to offer ad inventory to multiple sources simultaneously. This allows publishers to pitch multiple buyers against one another without the delays and inefficiencies this would normally involve through VAST tags using a Waterfall approach.

To understand the benefits of header bidding, consider the most common approach to selling digital inventory. First, the site reaches out to its ad server. After the site connects to its ad server, it will usually try to assign the inventory through a waterfall approach, meaning it offers it to the (theoretically) most profitable source first, then the next most profitable source, and so on. The key is that it sells the inventory as soon as it finds a matching source. If there’s any inventory that wasn’t sold, the site can pass it on to another ad exchange, and the process begins again. 

Header bidding adds a new step before this process. It’s triggered by a simple javascript code in the header section of the page, hence the name. When a page is loaded, it reaches out to multiple SSPs and ad exchanges and lets them compete against one another, creating a programmatic auction. Depending on the chosen set-up, the highest bid can be accepted or held back to compare with other sources such as direct sales by the site.

Why Publishers Should Use Header Bidding

The traditional Waterfall approach’s biggest flaw is that it’s very possible an ad will sell at one price to a “historically more profitable” source when it would actually have attained a higher price from a “historically less profitable” source further down the waterfall. That’s largely because different sources are ranked by past average performance, which can be crude and inaccurate for predicting a specific sale for any given impression. 

Waterfall also has a big problem that’s particularly relevant to video publishers. Even if everything works smoothly, checking in with multiple exchanges and sources in sequence can take hundreds of extra milliseconds until an ad is finally delivered. In addition, if any one source glitches or times out, the entire process can slow down or even stall. 

Both problems create delays that may seem minor for a web page as a whole, but are particularly noticeable when the code is embedded in a video player. This can cause an irritating delay in playback, a lag that is quite noticeable to the user waiting for the ad.

How is Video Header Bidding Implemented?

Most ways of using header bidding fall into two main categories: client-side and server-side. 

Client-Side Video Header Bidding

As the name suggests, the client-side approach means the code in the page header does all the work. The main advantage is that the publisher can set the code up to contact a precise range of ad exchanges and other sources, with minimum technical barriers. It’s widely supported so an ad exchange or SSP that supports header bidding, also supports client-side header bidding.

The main disadvantage is that the precise control offered by client-side may require more complex coding and maintenance. Some ways around this are to use pre-made open source “wrappers” such as Prebid.js to handle the code, or to use video players which have built-in client-side header bidding functionality that can simplify the implementation. At Primis we have this capability implemented onto our proprietary video player. 

Server-Side Video Header Bidding

Server-Side (also called S2S) means the header code for the bidding does nothing more than pass on the relevant details to an external server, which then does the heavy lifting of contacting all the SSPs\exchanges and finding the highest bid.

As soon as the header code sends the request, the page itself can begin loading without any noticeable lag for the user. That works particularly well for publishers who want to offer inventory to a wide range of sources and exchanges. Doing it this way avoids the situation with client-side bidding where publishers face a trade-off between waiting for more bid responses and imposing a time-out limit to avoid lag on page loading.

Important to mention, the S2S integration approach will have additional costs, since you will have to use an external provider for this solution. Although, with this approach you will be able to parallel call more partners compared to Client Side integration, but the additional costs may harm your overall profit. 

Another possible approach for S2S video header bidding is Google’s Exchange Bidding (EBDA). In most cases, publishers are using Google Ad Manager as their ad server, which is already integrated into all of the major SSPs\exchanges in the industry. The advantage of this approach is that there is no need for additional on-page implementation since the site is already connected to the ad server, hence to Google’s demand partners.

The main differences between these two types of implementation is the way ad requests are being sent and handheld. Through a client-side header bidding, separate requests are sent to the SSPs/ad exchanges from the video player, while with server-side header bidding, a single request is sent to a single server ,which in turn sends requests to SSPs/ad exchanges.

What Our Numbers Say

After numerous case studies we’ve conducted at Primis, when pre bid integration is an option, we came to the conclusion that Client Side approach is preferred. 

This whole process might seem overwhelming, but with the Primis video unit it’s all integrated and automated. Our product takes the benefits of header bidding that the industry has found valuable for other types of advertising for years and seamlessly integrates it into the video medium. 

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What’s the Problem?

While GDPR covers a range of rights for citizens and responsibilities for data handlers, the main point of contention for RTB is consent. Unlike some other data regulations, companies affected by GDPR must gain meaningful consent before collecting personal data. Implied consent is no longer sufficient. 

Prior consent is also needed for changing the way companies handle data, such as passing it on to third parties. That raised the issue of whether it’s technically viable to do this in the context of real-time bidding.

We Can Work It Out

IAB Europe’s Transparency and Consent Framework is designed to address a range of GDPR issues and its CEO Townsend Feehan told AdExchanger that a solution is possible. He thinks there’s a way to do so without breaching consent rules, though he hasn’t detailed exactly how that would work.

One suggestion floating around is to have bidding on a “bucket” of users rather than an individual, thus avoiding the classification of personal data. The big problem there is that to be attractive to bidders, the “bucket” needs to be made up of people with common defined characteristics. That leaves very little wiggle room before simply being included in a bucket would reveal enough about an individual to constitute personal data.

RTB Fighting A Losing Battle

The other side of the argument is that trying to thread the needle to make RTB work with consent rules is a flawed premise because the real challenge comes with the data protection. GDPR includes several principles such as collecting the minimum data necessary for the defined task, keeping it secure, and data controllers having responsibility for the way third-party processors handle the data.

The debate here is whether it’s even possible to meet the specific wording of the rules while still using RTB, or whether the practice is inherently unsuited to the intended purpose of GDPR.

The GDPR Waiting Game

As with most large-scale regulation, particularly in the tech sector, it’s not just the wording of GDPR that matters, but the enforcement and interpretation. That’s why it may take time and a few test cases before we really know if RTB can continue to work within GDPR’s confines.

It could also be an inconsistent picture. Unlike the more common directives that EU member states must enable through domestic law, GDPR is an EU regulation that automatically has legal effect across the member states. That doesn’t necessarily mean every country’s data regulators will enforce it in exactly the same way. For example, the UK’s Information Commissioner’s Office has already labelled RTB as intrusive and unfair, suggesting it will take a hardline approach to interpreting GDPR.

It could be a matter of years before a clear picture emerges, but at the very least any companies using RTB in Europe need to be thinking carefully about their options. There’s no immediate threat to RTB as a technology, but it’s not out of the question that complying with GDPR could limit its effectiveness. Whether that still leaves it as the best tool for the job remains to be seen.

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The Evolution of GDPR Compliance

The General Data Protection Regulation (GDPR) is a regulation for European law on data protection and privacy for all EU citizens. As it is a very progressive litigation, compliance is a work in progress, evolving as our ecosystem matures. This means that there are many more developments to come.

So, what do we know up to this point, just over a year after the GDPR came into force? Data is power, and even more so when it comes to the data of high paying users around the web. Every brand is searching for the right user, the one that will pay the most attention to the ad and show interest.

However, how do we get this chance to present the right ad to the right user? How can we reach exactly those desirable users? Through data and consent.

To simplify the idea behind GDPR, in today’s data-driven world, a user must give explicit consent to use his personal data and, if he doesn’t, vendors cannot obtain his data. As a result, without given consent advertisers cannot reach the right users, so many are reducing their ad spend in those scenarios.

Transparency and Consent Framework (TCF)

The aim of the GDPR is to protect the privacy of all EU citizens and prevent data breaches. One of the key products of the data privacy regulation is the Transparency and Consent Framework (TCF).

The Transparency and Consent Framework is a publishing standard by IAB Europe meant to reconcile the Adtech ecosystem with GDPR regulations. TCF is the largest collaborative effort with organisations and professionals in the digital advertising and publishing industries to provide solutions to key GDPR and ePrivacy Directive compliance challenges. 

From a user’s point of view, the experience is very similar to the current standard for web browsing in Europe, where there are already general cookie notifications and opt-in requests. But, instead of just giving a cookie-tracking alert, the new process includes which vendors a publisher works with, what data is collected and how it’s used. All of this information is disclosed through the CMP.

Understanding the CMP

Consent Management Platforms (or CMPs) are tools that let publishers control consent and pass this consent to Adtech vendors.

Under GDPR, third party vendors need to have an explicit user opt-in to apply any data for advertising. Consent of the user must be clear and provided in an understandable and easily accessible form, with the purpose of data processing attached to that consent.

Regarding our practices at Primis, once we are working with a publisher, we recommend that they implement a CMP that is GDPR compliant. Not all the CMP’s are authorized and it’s better to pick any CMP vendor from the IAB list.

After a CMP is implemented, and a user has given or not given his consent to use his personal data, Primis has fully support to identify the consent, and to pass it to our advertising partners through the supply chain.  

This process is mandatory to ensure that all of our publishers are GDPR compliant and working under all the necessary guidelines. Meanwhile, they are protecting their visitors from others being able to use their personal data without consent, while simultaneously keeping their business safe from potential lawsuits in the future. And, most importantly, advertisers won’t reduce their ad spending due to a lack of data privacy protection. 

Looking to the Future of GDPR

After a year of GDPR, TCF and CMP, the user privacy momentum is not showing any signs of slowing down. In California, there is an impending GDPR look-alike called The California Consumer Privacy Act (CCPA), and everyone is wondering if the rest of the US will follow suit. In the non-goverment sector, Apple and Google are limiting cookie tracking of online user behaviour in order to protect user data. In an ever changing digital landscape, all digital players must keep changing and adapting themselves to the new realities. 

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About TAG Accreditation

This accreditation is another example of our continued commitment to providing our unique video solutions in a clean and safe advertising supply chain.

The accreditation fits in with our belief in an advertising industry which is safe, fair, and providing true value to all partners involved. We promote this vision in a number of ways:

1. Direct integration of our product on our publisher partners’ websites, as there is no technological substitute to a personal and trusting relationship with our partners.
2. Rigorous brand safety vetting through two MRC accredited vendors,
   insuring the authenticity and quality of every impression. This is in addition to our own propriety IVT pre-bid verification tool.
3. Commitment to integrating ads.txt in 100% of our publishers, increasing transparency in the supply chain and giving publishers more control over their inventory.
4. The TAG seal provides another layer insuring quality and transparency, underlining the importance of a clean and safe digital environment.

We are very pleased at the steps Primis has taken to achieve the TAG Certified Against Fraud Seal and fight fraud through other steps. Only by working together as an industry can we tackle this difficult and ever-evolving threat, and we plan to continue to work closely with Primis to build a safer and more transparent digital advertising industry.

Mike Zaneis
TAG, CEO

About the Trustworthy Accountability Group (TAG)

The Trustworthy Accountability Group (TAG) is a worldwide certification program battling criminal movement and promoting trust in the digital advertising industry. Primis’s adherence to TAG’s strict standards shows our support for the program, as well as our commitment to promote a safer and cleaner advertising landscape.

Read more

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The Importance of Being TAG Certified

This accreditation strengthens our multi-layered approach to brand safety. The first layer is the direct integration of our product on our publisher partners’websites, as there is no
technological substitute to a personal and trusting relationship with our partners. Secondly, we apply rigorous brand safety vetting through MRC accredited Doubleverify, insuring the authenticity and quality of every impression. The third layer is our commitment to integrating ads.txt in 100% of our publishers, increasing transparency in the supply chain and giving publishers more control over their inventory. Finally, the TAG seal provides another layer insuring quality and transparency,underlining the importance of a clean and safe digital environment.

About TAG

The Trustworthy Accountability Group (TAG) is a worldwide certification program battling criminal movement and promoting trust in the digital advertising industry. Primis’s adherence to TAG’s strict standards shows our support for the program, as well as our commitment to promote a safer and cleaner advertising landscape. Read more

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