Audiomack

SSPs Split on Responsibility for Vetting DSPs Post-MediaMath

After MediaMath's bankruptcy, publishers are re-evaluating whether SSPs should vet demand partners. The article outlines a split in the industry: PubMatic defends risk controls and offers tools to assess DSP credit health while maintaining publisher-driven credit decisions—and some SSPs still pursue clawbacks—whereas others position themselves as assuming more credit risk. MediaMath's creditors were largely owed about $1–$2 million, and Magnite and PubMatic extended more than $10 million in credit to MediaMath. Index Exchange notes that MediaMath was on a shorter leash for credit than other DSPs. Some SSPs are exploring liability insurance with revenue-sharing, while Audiomack is removing sequential liability from deals and would terminate if forced to accept it. The piece cites the 2019 Sizmek bankruptcy as a wake-up call and highlights ongoing debates about who bears credit risk in the ad tech ecosystem.

Google’s LAT-Like Update On Android Augers Bigger Privacy Moves To Come

Google plans to further curb Android user tracking by obfuscating the Android advertising ID for users who opt out of personalized ads. Starting later this year, opted-out users will see only a string of zeros instead of the ID, aligning Android with Apple's LAT approach—though Google aims for a more industry-friendly rollout via collaboration with developers and tech vendors. Industry observers expect the change to produce a gradual, not immediate, impact, with the full effect likely unfolding over three to five years, mirroring iOS outcomes. The discussion notes that prior to this change, Android users' opt-out rate was around 5%, while Apple’s LAT was enabled by roughly 30% of iPhone users; iOS LAT reduced IDFAs in US traffic to about 60% over several years. In response, marketers may shift toward contextual targeting and probabilistic attribution, and the move is seen as a signal that Google aims to compete on privacy without undermining the ad ecosystem.

Here’s How Music App Audiomack Got 64% Of its Users To Opt Into iOS Ad Tracking

An AdExchanger feature describes Audiomack’s approach to Apple's App Tracking Transparency (ATT) prompts. The free, youth-focused music app with about 5 million daily actives implemented a pre-prompt flow before the ATT alert, including a soft-ask variant that emphasizes how ads support artists and keep the app free. Testing showed the variant framing the app as free performed best, leading to a 64% opt-in rate for tracking. Despite high opt-in, the IDFA was present for 52.5% of users due to some users disabling tracking in iOS settings. Some users who opted in faced a third screen requesting Audiomack-only tracking. In mid-May, Apple updated its documentation to restrict pre-prompts (no yes/no choices), prompting Audiomack to adjust. The piece notes Audiomack’s US Top 100 status and ongoing alignment with changing platform rules.