#third-party-cookies

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Marketing
Forbes
2 hours ago
Marketing

Council Post: Embrace Change In Digital Marketing Before It's Too Late

When third-party cookies are no longer viable, marketers should focus on alternative methods like first-party data and contextual targeting for effective marketing strategies. [ more ]
Digiday
3 days ago
Marketing

Marketing Briefing: Marketers appreciate the 'legroom' for tests with Google's latest cookie delay

Google's delay of third-party cookie changes allows more time for marketers to prepare and minimize impact on advertisers. [ more ]
The Drum
2 weeks ago
Marketing

The advertiser's action plan for a smooth transition to a cookieless world

Deprecation of third-party cookies is a fundamental shift in advertising landscape. [ more ]
AdExchanger
2 weeks ago
Marketing

MMM Is Back, And Now It's Accessible For Mid-Tier Marketers | AdExchanger

The resurgence of media mix modeling (MMM) due to the disappearance of third-party cookies and advancements in data science. [ more ]
American Banker
2 weeks ago
Marketing

Is the 'death of the cookie' a problem or opportunity?

The shift away from third-party cookies in online tracking is prompting companies to prioritize first-party data for targeted advertising. [ more ]
Exchangewire
3 weeks ago
Marketing

Q1 in Ad Tech: TikTok Turbulence, Privacy Sandbox and the DMA

TikTok's significant sales growth in Q1 2024 positions it to potentially surpass Meta as the largest social media company by sales.
The EU's Digital Markets Act is impacting major tech companies like Google, Meta, and Apple, with investigations into anti-competitive practices. [ more ]
moreMarketing
data-privacy
Digiday
13 hours ago
Marketing tech

Publishers' Privacy Sandbox testing enters a 'holding pattern'

Delay in full third-party cookies depreciation from Chrome welcomed by publishers, urging Google to enhance Privacy Sandbox based on feedback for a smoother transition. [ more ]
Social Media Explorer
2 weeks ago
Marketing

Navigating the Ever-Evolving Landscape of Digital Marketing: Trends and Strategies for Effective Data Utilization - Social Media Explorer

Marketers face challenges in data privacy, third-party cookie deprecation, and regulations, necessitating a shift in analytics strategies. [ more ]
Iapp
1 month ago
EU data protection

Google to delete user data to settle 'incognito' privacy lawsuit

Google will delete data from incognito browsing due to a U.S. lawsuit settlement.
Users will be able to block third-party cookies by default in Incognito mode. [ more ]
www.mercurynews.com
1 month ago
Marketing

How to go cookieless in 2024: What marketers need to know?

Google will phase out third-party cookies in Chrome by Q3 2024.
Cookieless world will require businesses to focus on privacy-first strategies and first-party data. [ more ]
AdExchanger
1 month ago
Marketing tech

Sins Of The Cookie: How Third-Party Cookies Set The Industry Back | AdExchanger

The third-party cookie hindered digital advertising's development.
The cookie led to issues like lack of focus on context and reliance on questionable data. [ more ]
MarTech
2 months ago
Privacy professionals

3 future-proofing strategies for Google's third-party cookie crackdown | MarTech

Google restricts third-party cookies for 1% of Chrome users
The death of third-party cookies will impact marketers and advertisers significantly. [ more ]
moredata-privacy
first-party-data
Digiday
4 days ago
Marketing tech

How publishers are optimizing their tech stacks to enhance addressability

Publishers must adapt post third-party cookie deprecation by focusing on first-party data and rethinking their tech stack.
Google's Privacy Sandbox is part of the solution; publishers should align with testing partners for future-proofing.
Utilizing Prebid server-side setup helps publishers improve ad performance and monetization opportunities. [ more ]
Forbes
2 weeks ago
Data science

Council Post: Programmatic Ads And The Death Of Cookies: What Marketers Need To Know

Google to phase out 3P cookies by 2024, impacting programmatic advertising. [ more ]
Retail Dive
2 weeks ago
Marketing

Is retail's next wave of personalization coming in 2024?

Personalization through first-party data will become crucial for retail brands with the end of third-party cookies in 2024. [ more ]
AdExchanger
1 month ago
Marketing

Razorfish's Chief Data Officer On How Agencies Can Cope With Signal Loss | AdExchanger

Agencies should prepare for cookie loss even if Google's deadline is missed
Brands are shifting towards building first-party data sets and alternative identifiers. [ more ]
Forbes
1 month ago
Marketing

Council Post: Navigating The New Digital Landscape: Strategies For Adapting To The Phasing Out Of Third-Party Cookies

Third-party cookies enable cross-site tracking and targeted advertising.
Businesses need to adapt to a new digital advertising environment focused on user consent and privacy. [ more ]
Digiday
2 months ago
Marketing

Though cookie alternatives are out there, agencies have their issues with them all

Agencies face challenges in finding third-party cookie alternatives, including changes in audience size and standardization obstacles.
First-party and zero-party data are becoming more important as third-party cookies phase out, but smaller brands may face limitations in scaling due to increased media expenditure. [ more ]
morefirst-party-data
Privacy professionals
Theregister
4 days ago
Privacy professionals

Watchdog reveals lingering Google Privacy Sandbox worries

Privacy concerns led to Google's delay in dropping third-party cookies until 2025. [ more ]
Therecord
4 weeks ago
Privacy professionals

Google to delete billions of web browsing data records to resolve lawsuit

Google to de-identify or delete Incognito mode data
Settlement includes changes to privacy disclosures and third-party cookie blocking [ more ]
Digiday
1 month ago
Privacy professionals

How cookie deprecation, first-party data and privacy regulations are impacting the data landscape

Data will have a significant role in marketing in 2024
Antitrust concerns may grow as Google's privacy concerns diminish [ more ]
Exchangewire
1 month ago
Privacy professionals

Nearly 75 Million Americans Are Unwittingly Sharing Their Data Online

Consumers unaware of sharing data for advertising
Misconceptions about value exchange of advertising
Challenges with Chrome Privacy Sandbox [ more ]
AdExchanger
3 months ago
Privacy professionals

The CMA Has Its Say; The IAB Probes The Privacy Sandbox, Too | AdExchanger

The British antitrust regulator, CMA, has released an update on its evaluation of Google's third-party cookie deprecation plans in the Chrome Privacy Sandbox.
The CMA will consider the impact of revenue loss in the overall context of the Privacy Sandbox changes, weighing it against net gains to consumer privacy and data security. [ more ]
Adweek
3 months ago
Privacy professionals

Publishers Question Related Website Sets, Google's Privacy Sandbox Solution for Cross-Site Tracking

Privacy Sandbox proposals aim to maintain the status quo of third-party cookies
The Related Website Sets proposal allows limited use of cookies in specific contexts [ more ]
morePrivacy professionals
Marketing tech
AdExchanger
6 days ago
Marketing tech

Why Privacy Sandbox Testers Are Relieved Google Delayed The Cookie's Demise | AdExchanger

Google delayed third-party cookie deprecation to address ongoing challenges and feedback concerns.
Potential anticompetitive concerns and negative effects on publishers highlighted in feedback for Chrome's Privacy Sandbox. [ more ]
AdExchanger
1 week ago
Marketing tech

Friends Lose In The Sandbox; The New Retail Supply Chain | AdExchanger

Google delaying third-party cookie deprecation impacts Privacy Sandbox supporters heavily. [ more ]
Digiday
1 week ago
Marketing tech

Google's third-party cookie saga: theories, hot takes and controversies unveiled

Google is delaying the end of third-party cookies in Chrome amid regulatory concerns and a need to secure profits. [ more ]
Exchangewire
1 week ago
Marketing tech

Google Delays Third Party Cookie Deprecation: Ad Industry Reaction

Google has delayed the third-party cookie deprecation to early 2025 due to Privacy Sandbox concerns. [ more ]
AdExchanger
2 weeks ago
Marketing tech

How The 'Privacy By Default' Internet Will Reshape Ad Industry Priorities | AdExchanger

Privacy-focused identity solutions are crucial post third-party cookies phaseout. [ more ]
AdExchanger
2 months ago
Marketing tech

Prepare For the Worst, But Don't Expect Cookie Deprecation To Stick | AdExchanger

Google stopped supporting third-party cookies for 1% of Chrome users
Marketers need to prepare for the future of the ad ecosystem [ more ]
moreMarketing tech
Android Authority
1 week ago
JavaScript

An important Chrome privacy feature has been delayed yet again

Google has delayed plans to block third-party cookies in Chrome until early 2025. [ more ]
ad-tech
AdExchanger
1 week ago
Marketing tech

The Third Delay For Third-Party Cookies Leaves Ad Tech In Limbo | AdExchanger

Google delays third-party cookie removal from Chrome without setting a new deadline. [ more ]
AdExchanger
3 weeks ago
Marketing tech

Alternative Identity Provider ID5 Nabs $20 Million In Series B Funding | AdExchanger

The identity solution market is fragmented with 20+ solutions, but only a few are expected to survive in the next five years.
ID5 secures $20 million in Series B funding, demonstrating market confidence and growth in addressing the signal loss problem. [ more ]
Theregister
4 weeks ago
Privacy technologies

Microsoft's bid to play Google's Privacy Sandbox questioned

Microsoft is developing a 'privacy preserving' mechanism for interest-based ads in Edge browser similar to Google's Privacy Sandbox.
Third-party cookies are facing obsolescence due to privacy regulations and updates by major browsers, prompting innovations like Google's Privacy Sandbox. [ more ]
AdExchanger
1 month ago
Marketing tech

Kids Fighting In The Sandbox; Whistling Past The Cookie Graveyard | AdExchanger

Criteo heavily invested in Privacy Sandbox
Ad tech companies face risks and uncertainties with Chrome Privacy Sandbox [ more ]
Digiday
2 months ago
Marketing tech

Ad tech's take: early reactions to Google's third-party cookie demise

The Trade Desk's alternative to cookies, Unified ID 2.0, is driving a 30% increase in CPMs for adopting publishers.
Magnite is fully supporting the Privacy Sandbox despite its challenges in replacing third-party cookies. [ more ]
AdExchanger
2 months ago
Privacy technologies

The Trade Desk's Revenue Is High - But Its Opinion Of The Privacy Sandbox Remains Low | AdExchanger

The Trade Desk reported its eighth consecutive quarter of over 20% annual revenue growth.
CEO Jeff Green criticized the Chrome Privacy Sandbox, calling it complex and likely to degrade the user experience. [ more ]
moread-tech
Digiday
1 week ago
Marketing tech

Inside Google's latest move to postpone the cookie apocalypse

Google delays the plan to eliminate third-party cookies in Chrome until at least 2025, causing uncertainty and challenges for advertisers. [ more ]
Yahoo Finance
1 month ago
Privacy professionals

Massive changes coming to Google Chrome threaten to reshape the modern internet

Google Chrome will stop using third-party cookies, impacting internet advertising.
Websites relying on third-party cookies for advertising revenue may struggle after Google Chrome makes this change. [ more ]
Digiday
2 months ago
Marketing

A month after Google started turning off third-party cookies in Chrome - and marketers are still apathetic

Marketers' reaction to the demise of third-party cookies in Chrome has been underwhelming
Many marketers are not taking action or fully understanding the implications of this change [ more ]
Digiday
3 months ago
Marketing

DSPs prepare for heavy lifting within Privacy Sandbox

Uncookied Chrome users monetize about 30% worse than those with cookies, but this performance gap can be made up with continued investment in Privacy Sandbox and ID solutions.
56% of US marketers are testing for the cookieless future, but 30% do not know how to use the Protected Audience API. [ more ]
Digiday
3 months ago
Privacy technologies

Here's what The Trade Desk actually thinks about Google's Privacy Sandbox

Google Chrome is on track to end support for third-party cookies by the end of the year.
The Trade Desk is exploring integrations with Privacy Sandbox APIs despite being critical of the project. [ more ]
AdExchanger
3 months ago
Marketing tech

The Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024 | AdExchanger

Google Chrome deprecating third-party cookies
Media facing challenges in value chain [ more ]
The Drum
3 weeks ago
Marketing

The Drum

Google will stop supporting third-party cookies in Chrome within two years, affecting advertisers and publishers.
Brands need to adjust strategies, focus on first-party data, invest in cookieless channels, and understand walled-gardens like Google ADH. [ more ]
The Drum
1 month ago
Marketing

Combating cookieless: Why opt-in, people-based marketing will replace third-party cookies

Embrace people-based marketing in a cookieless era for precise targeting.
Third-party cookies limit retargeting capabilities and create disjointed customer experiences. [ more ]
Marketing Dive
1 month ago
Marketing

How to tackle measurement as Google rolls out open-source marketing mix modeling

Marketers need new solutions post third-party cookies
Google launches Meridian for MMM [ more ]
MarTech
1 month ago
Agile

Navigating the cookieless future with cross-functional teams | MarTech

Cross-functional collaboration is essential in the shift away from third-party cookies.
Real-time collaboration is necessary to address challenges posed by new privacy shifts. [ more ]
Digiday
1 month ago
Privacy technologies

Chrome chaos: Unraveling the language of the third-party cookie demise

Navigating the changes in third-party cookies is challenging.
Decoding the true meaning behind industry buzzwords is crucial. [ more ]
Digiday
2 months ago
Online marketing

Inside Red Robin's comeback plan amid a cookie-less future

Advertisers adjusting to post-third-party cookie era
Red Robin focusing on digital marketing and data privacy initiatives [ more ]
The Drum
2 months ago
Marketing

Embrace, invest & evolve: marketing leaders who seize AI at scale 'will get the edge'

2024 is an important inflection point for marketers as AI and the deprecation of third-party cookies on Chrome reshape digital marketing.
Marketers need a plan in place to navigate these changes and seize the opportunity for future growth and success. [ more ]
MarTech
3 months ago
Marketing

How one tech company is doing marketing without cookies | MarTech

Half of marketing professionals are not prepared for the deprecation of third-party cookies
Getting rid of cookies can have unexpected challenges and impacts on marketing [ more ]
Digiday
3 months ago
Marketing

In rocky digital advertising landscape, advertisers reconsider direct mail

Digital marketing is facing challenges with the crumbling of third-party cookies and the App Tracking Transparency initiative.
Direct mail is being suggested as a diversification strategy for marketers and advertisers facing rising digital ad costs and data privacy regulation. [ more ]
www.thedrum.com
1 month ago
Marketing

3 ways to get the most out of your DOOH campaigns with enhanced targeting and attribution

Decline of third-party cookies impacts online advertising.
DOOH industry shifting towards data-driven strategies. [ more ]
Digiday
1 month ago
Marketing

'There's no e-commerce point-of-sale': Farmer's Fridge's marketing director Liz Mella hones in on non-traditional tactics

Marketers facing challenges post Google's third-party cookie change
Farmer's Fridge using non-traditional marketing strategies like point of purchase media buying [ more ]
Digiday
1 month ago
Marketing

As cookies fade, more agencies make bets on consumer research panels - and their first-party data

Data repositories and refineries are vital as third-party cookies decline.
Partnerships like Disqo and Inscape's allow for deeper omnichannel behavioral research for advertisers. [ more ]
Digiday
1 month ago
Marketing

Advertisers slowly acknowledge that measurement, not targeting, might be the bigger cookie deprecation challenge

Marketers face challenges post-third-party cookies era
Adopting new measurement strategies is crucial for marketers [ more ]
Digiday
1 month ago
Online marketing

'It's going to make our jobs harder': Effects of Google's third-party cookie fallout compound for marketers

Marketers are exploring alternatives due to Google's removal of third-party cookies.
Loss of third-party cookies impacting trends like rise of retail media and streaming, leading to shift from display ads. [ more ]
Exchangewire
2 months ago
Online marketing

Nearly a Third of all Retail Shoppers are Influenced by CTV, DOOH and Mobile, According to New Blis Research

CTV, DOOH, and mobile ads influence nearly one-third of retail shoppers in the UK.
Omnichannel campaigns combining mobile ads, CTV ads, and DOOH ads can affect over 28% of consumers in the retail sector.
Personalized ads, particularly those showing nearby stores, have a significant impact on purchase decisions. [ more ]
The Drum
3 months ago
Online marketing

It's the end of the beginning. Stop mourning the cookie and get building

The Privacy Sandbox is seen as the best replacement for third-party cookies despite its flaws.
The digital ads industry needs to rally behind improving the technology while accepting the Sandbox as a better alternative to a Safari-like Chrome. [ more ]
Digiday
3 months ago
Online marketing

Research Briefing: Marketers make the shift as Google actually kills the cookie

Google's disabling of third-party cookies is causing brands to invest in tech for acquiring first-party data.
Brands are partnering with retail media networks that have access to first-party data from customer transactions and behavior. [ more ]
The Drum
3 months ago
Online marketing

Demystifying Privacy Sandbox - what advertisers need to know now

Marketers need to find solutions to replace third-party cookies to ensure future success.
Preparing for the deprecation of third-party cookies requires a strategic approach and understanding of technology. [ more ]
Digiday
2 months ago
Privacy technologies

As CMA's Privacy Sandbox Probe gathers momentum, here's what marketers must know

Marketers voice opinions on Google's alternative to third-party cookies.
CMA's concerns include Google's profiling tools and access to data. [ more ]
Digiday
2 months ago
Privacy technologies

WTF are Related Website Sets in Google's Privacy Sandbox?

Google's Privacy Sandbox and its proposed APIs are causing disruption in the ad tech industry.
The Related Website Sets API is a proposed solution for publishers to declare relationships between their web domains after Chrome limits access to third-party cookies. [ more ]
Digiday
3 months ago
Privacy technologies

Privacy Sandbox focus shifts to need for end-to-end, fuller-scale testing

Advertisers, publishers, and ad tech firms need to conduct end-to-end testing to understand the impact of Google's Privacy Sandbox.
Testing whether Privacy Sandbox proposals work throughout the programmatic supply chain is crucial to ensure that the technology works for buyers and sellers. [ more ]
Digiday
3 months ago
Privacy technologies

WTF is the Attribution Reporting API in Google's Privacy Sandbox?

The third-party cookie going away will impact advertisers' ability to track ad effectiveness
Google has developed the Attribution Reporting API as a replacement for third-party cookies [ more ]
Digiday
3 months ago
Privacy technologies

WTF are private state tokens in Google's Privacy Sandbox?

Side effects of the third-party cookie's deprecation include the loss of means for combating bot traffic
Google's Privacy Sandbox proposes Private State Tokens as a way to fight fraudulent traffic [ more ]
AdExchanger
2 months ago
Marketing

DTC Brands Are Trying Email, Since Social Alone Won't Cut It | AdExchanger

Brands are shifting focus to email marketing post third-party cookie disappearance.
Partnerships like Wildgrain's with LiveIntent resulted in lower CAC and extended reach. [ more ]
Digiday
2 months ago
Marketing

Marketers are starting to test alternatives to third-party cookies amid Google's changes

Marketers are exploring alternatives to third-party cookies now that Google has restricted them in Chrome.
Interest in these alternatives has grown significantly in 2023, with some marketers testing data partnerships and first-party solutions. [ more ]
Digiday
2 months ago
Marketing tech

How the digital ad industry is forging a path to privacy-safe data

Data collaboration is crucial in the absence of third-party cookies.
Interoperability is essential for successful post-cookies data strategies. [ more ]
AdExchanger
2 months ago
Marketing

AI, Antitrust Or Advertisers: What Will Bring Google Down? | AdExchanger

Advertiser discontent and antitrust cases pose threats to Google's dominance
The demise of third-party cookies and competition from retailers and TikTok could further weaken Google's position [ more ]
Digiday
2 months ago
EU data protection

Google's wrangling of third-party cookies is getting lost in transition

Google's plan to eliminate third-party cookies in its browser is facing backlash from the ad industry.
The IAB Tech Lab released a rebuke of Google's plan, highlighting concerns around audience management and creative delivery. [ more ]
TipRanks Financial
2 months ago
EU data protection

Amazon (NASDAQ:AMZN) Partners with UK Publisher to Enhance Ads - TipRanks.com

Amazon has partnered with Reach, a UK publisher, to obtain customer data for enhanced online advertising.
This partnership comes in response to Google's decision to eliminate third-party cookies from its browser. [ more ]
MarTech
2 months ago
EU data protection

Amazon strikes pioneering deal with UK publisher in response to third-party cookie deprecation | MarTech

Amazon secures a deal with Reach to access customer data for targeted advertising in the UK.
Google's plans to deprecate third-party cookies are facing concerns and scrutiny from the UK government's Competition and Markets Authority (CMA). [ more ]
BleepingComputer
2 months ago
EU data protection

Check if you're in Google Chrome's third-party cookie phaseout test

Google has started testing the phasing out of third-party cookies on Chrome, affecting about 1% of its users.
The shift away from third-party cookies marks a significant change in online advertising, requiring advertisers to adapt to new privacy-preserving technologies. [ more ]
Digiday
3 months ago
EU data protection

Digiday's definitive, if not exhaustive, 2024 Google Chrome third-party cookie deprecation glossary

Authenticated IDs and browser fingerprinting are potential alternatives to third-party cookies in online advertising.
The Competition and Markets Authority (CMA) is the UK's digital advertising watchdog ensuring fair play in Google's transition to a cookieless advertising era. [ more ]
Exchangewire
3 months ago
EU data protection

Privacy Sandbox: How is 2024 Looking?

Google's Privacy Sandbox is a collaborative effort to balance effective advertising with user privacy.
The Privacy Sandbox is still in its early stages but key components, such as the Trust Token API and Aggregated Reporting API, are emerging. [ more ]
Adweek
2 months ago
Marketing tech

Some Cookieless Alternatives ... Still Use Cookies

Brands are under pressure to find alternatives for targeting and measuring audiences once third-party cookies on Chrome disappear.
Some solutions in the market that claim to be alternatives to cookies still rely on third-party cookies for targeting. [ more ]
Exchangewire
2 months ago
Marketing tech

New UK & US Streaming Platforms to Launch; Google's Cookieless Roadblock; IAB's Privacy Sandbox Analysis - ExchangeWire.com

Subscription-free streaming service Freely will launch in the UK next quarter.
Disney, Fox, and Warner Bros. are launching a joint streaming service in the US. [ more ]
Digiday
2 months ago
Marketing tech

Digiday+ Research breakdown: When do advertisers and publishers actually think Google will get rid of cookies?

76% of respondents believe Google will phase out third-party cookies in the Chrome browser
56% think it will happen by the end of this year or in Q1 2025 [ more ]
AdExchanger
2 months ago
Marketing

The FTC Gets Its Second Crack At Kochava; The Deprecation Vacation | AdExchanger

The FTC has filed a new lawsuit against Kochava, alleging that the company's location and consumer data sales business constitutes a privacy invasion and a consumer harm.
The case highlights the increasing trend of privacy issues being linked to consumer protection claims, particularly in Europe. [ more ]
Digiday
2 months ago
Marketing tech

Digiday+ Research: Cookie deprecation eclipses the economy as publishers' biggest challenge this year

Publishers' biggest concern in 2024 is the deprecation of third-party cookies.
31% of publishers consider third-party cookie deprecation as the industry's biggest challenge in 2024. [ more ]
MarTech
2 months ago
Marketing tech

OpenX Deal Library will compare alternatives to cookies | MarTech

OpenX is launching a Cookieless Deal Library to allow advertisers to test and activate campaigns without relying on third-party cookies.
Advertisers can test and compare multiple solutions, develop new benchmarks, and gain insights into alternative performance. [ more ]
Digiday
3 months ago
Artificial intelligence

The state of publisher audiences: Building stronger connections between publishers and Gen Z and young millennial audiences

Podcast networks are testing generative AI for ad sales
Executives in the in-game advertising sector believe the cookie collapse could benefit the sector [ more ]
AdExchanger
3 months ago
Marketing tech

The Big Story: The Stages Of Cookie Grief | AdExchanger

Ad tech is experiencing the five stages of grief in response to the death of third-party cookies.
The FTC's main priority in AI is protecting competition in a sector dominated by Big Tech companies. [ more ]
Digiday
3 months ago
Marketing

Why in-game advertising companies see potential benefits in the death of the third-party cookie

In-game advertising companies see the demise of third-party cookies as an opportunity to step out of the ad world's shadow.
The vast amount of user data generated in gaming environments could lead to high-quality ad inventory with first-party identifiers and consent. [ more ]
The Drum
3 months ago
Privacy professionals

Happy Data Privacy Week! Here are the top global privacy changes to expect in 2024

2024 is a big year for data privacy globally, with the deprecation of third-party cookies on Google Chrome and increased enforcement of data privacy rules in Europe and the US.
Privacy-focused policymaking is increasing worldwide, with new state-specific regulations in the US and global efforts to enhance consumer data protection. [ more ]
Adweek
3 months ago
Marketing

No Long-Tail Publishers, CPMs or CPAs: What Digital Advertising Should Leave Behind in 2024

Third-party cookies are disappearing, leading marketers to reevaluate measurement and alternative metrics.
Panelists at Adweek's Outlook 2024 event expressed skepticism about the longevity of measurement frameworks without third-party cookies. [ more ]
AdExchanger
3 months ago
Privacy professionals

Cookies Will Finally Die In 2024: Here's Why Advertisers Should Celebrate The Upgrade. | AdExchanger

More brands and agencies are building out their first-party data strategies as third-party cookies are being phased out.
Privacy concerns and policy action are pushing the tech world to develop new privacy options and offerings. [ more ]
Digiday
3 months ago
Marketing

'There is movement now': Advertisers cautiously step into Google's Chrome's cookieless era with the Privacy Sandbox

Google's Privacy Sandbox poses challenges for marketers in the absence of third-party cookies.
The Sandbox's testing of the Protected Audience API is a significant change impacting the ad auction ecosystem. [ more ]
AdExchanger
3 months ago
Marketing tech

LUMA: 2024 Will Be Better For M&A (No, Seriously This Time)

Ad tech M&A activity was down 10% in 2023 compared to the previous year.
High interest rates, economic uncertainty, and the phaseout of third-party cookies contributed to the decline in deal volume. [ more ]
Digiday
3 months ago
Marketing tech

Some publishers are starting to see revenue lift from alternative IDs

Unified ID 2.0 recorded a 200% increase in CPMs compared to ads served with third-party cookies
Deterministic IDs result in a 40-50% CPM increase vs. non-logged in users [ more ]
Digiday
3 months ago
Marketing

As the cookie dies and retail media grows, The Mars Agency expands its commerce offerings

Agencies and clients are seeking more transparency with campaign insights and data across retail media.
The Mars Agency has introduced new products to help brands unite their commerce media measurement and planning in a single place. [ more ]
AdExchanger
3 months ago
Marketing tech

Early Tests Of Cookieless Chrome Ads Are Encouraging, But Don't Get Too Excited | AdExchanger

Google phased out third-party cookies for 1% of Chrome traffic two weeks ago.
Early results from tests on the 1% cookieless audience show a 30% lower CPM compared to cookie holders. [ more ]
Digiday
3 months ago
Media industry

Media Briefing: Here are the Privacy Sandbox proposals publishers are prioritizing in early tests

Google has started deprecating third-party cookies in Chrome, allowing advertising and media professionals to experiment with the Privacy Sandbox.
Publishers prioritize experimenting with Google's Protected Audience API and Topics API, but are not interested in Related Website Sets and Shared Storage. [ more ]
Digiday
3 months ago
Marketing tech

As cookies crumble, M&A execs seek viable alternatives

Third-party cookies are being phased out, causing disruption in the ad industry.
Some companies are seeking acquisitions to adapt to the changing landscape and take advantage of lower interest rates. [ more ]
AdExchanger
3 months ago
Marketing

Netflix Shops For AVOD Subscribers; Post-Cookie Panic Sets In | AdExchanger

Netflix is piloting a new package deal with French retailer Carrefour, offering customers 10% off Carrefour-branded products and free shipping in exchange for signing up for Netflix's ad plan.
Netflix is under pressure to grow its AVOD subscribers as it competes with Prime Video, which will launch ads on Jan. 29.
The impending deprecation of third-party cookies has DSPs and marketers reevaluating their digital marketing programs and considering a complete redesign. [ more ]
MarTech
3 months ago
Marketing

Alternatives to third-party cookies: The state of play | MarTech

Marketers are not fully prepared for the phase-out of third-party cookies
Alternatives to cookies include first-party data, contextual advertising, identity resolution, and Google Topics [ more ]
Digiday
3 months ago
Marketing

Marketing Briefing: What are marketers prioritizing as Google starts to crumble the third-party cookie?

Google has started disabling third-party cookies for 1% of Chrome users, signaling that the end of third-party cookies is near.
Marketers have been preparing for the death of third-party cookies by investing in first-party data and focusing on full-funnel marketing and owned channels.
Managing the fallout from the loss of third-party cookies will now be a top priority for marketers, requiring strategic shifts in budget and priorities. [ more ]
MarTech
3 months ago
Marketing tech

Google is allowing select sites to delay phase out of third-party cookies | MarTech

Google is allowing websites to request additional time to transition away from third-party cookies.
Chrome plans to eliminate third-party cookies by Q3 2024, but this program allows embedded sites and services to temporarily enable them until December 27, 2024. [ more ]
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