The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms.
If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.
Keep the cookies; hold for consent. We unpack Google’s reversal on third-party cookies and what it means for the ad industry, which was preparing for a cookieless future.
Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie?
The industry shouldn’t let Google’s repeated delays slow down the progress we’ve made toward a more privacy-friendly advertising ecosystem. The need for innovation and collaboration is greater than ever.
Sophia Cao, RTB House’s newly appointed director of private advertising advocacy, knows how to play nice in the sandbox – because, well, she used to work there.
Google is testing a new badge for shopping-related searches on some mobile devices. Plus, should brands have political opinions?
Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.
In today’s newsletter: The internet doesn’t have enough data to train generative AI models; publisher squabbles over the Privacy Sandbox could delay cookie deprecation; and a federal privacy law is in the works.
In today’s newsletter: AppLovin raises $144 million and buys video shopping app Flip; Google agrees to disclose that it collects data from Incognito users; and why Trader Joe’s is (and isn’t) the Shein of grocery stores.
The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.
In today’s newsletter: Apple adopts the owned-and-operated model for its ad platform; the banality of click farming; and how consumers and businesses alike are getting squeezed on data storage costs.
There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.
Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.
When Google finally stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. But it’s unlikely that Google’s cookie deprecation plans will ever be fully fulfilled.
The question isn’t whether Google will fall, but whether its time is near. And, if so, what will finally bring it down?
We caught up with IAB Tech Lab CEO Tony Katsur in the wake of a new bombshell report that claims the Chrome Privacy Sandbox is not fit for purpose.
The anonymous alphanumeric string made and lost fortunes in its short but eventful life. It was best-known for something it wasn’t actually designed to do: targeting ads.
Raptive and others aren’t convinced that the insights gleaned from Chrome’s current state, with some 30 million users sans cookies, will reflect the final state of targeted advertising on the web.
While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Here are eight trends worth watching.
While LLMs are demonstrating their usefulness for marketing, they are less well suited to solving challenges in performance advertising, which require learning from numerical data, not words.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Share Tactics Another secret Google revenue-sharing deal was revealed during antitrust testimony. Google head of global partnerships Don Harrison disclosed during the Epic Games vs. Google trial that the standard 15% fee doesn’t apply to Spotify. Spotify only pays Google 4% of subscription […]
Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.
With support from Google, WPP-owned GroupM announced a new initiative to integrate Privacy Sandbox tests into the media plans of select clients over the coming year.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sweet Tooth In an alternate universe, perhaps, Chrome met its original deadline, and advertisers are 18 months beyond third-party cookies. But here we are, two can-kicks down the road, and some industry observers think Chrome won’t make its 2024 deadline either, Insider reports. […]
First-party data is bolstering Slickdeals’ direct sales efforts and offsetting an industry-wide decline in programmatic CPMs. That data is also making ad targeting more effective for its native retail media inventory as demand for retail ads ramps up.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Church And Stock News publishers have had some business model challenges lately. That’s not news to anyone. But one startup hopes to avoid the news industry’s advertiser drop-off and subscription malaise. The startup, called Hunterbrook, will commission news stories from journalists, while an […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Another Cookie Delay? The third-party cookie might receive another stay of execution – and this time it wouldn’t be Google pushing the deadline. The UK’s Competition and Markets Authority (CMA) reiterated that Google won’t be allowed to kill cookies next year unless the […]
