Kaja Pryczkowska

The Deep Learning-based ad tech company, which provides cutting edge marketing and advertising solutions to brands and agencies, has been selected on this list alongside Comcast, Xandr and Magnite.

We now know that third-party cookies will be staying with us a little longer. On June 24, Google released an updated timeline for the Privacy Sandbox – a high-level plan indicating that it will phase out support for third-party cookies over a three month period starting mid-2023.

The question is – how much more time does the industry actually have? The answer is – not much. Based on the official procedures for bringing new features to Chrome, we at RTB House expect that the next two years will be filled with work.

Online advertisers and retailers deal in specific numbers and hard data. When you have millions of monthly site visitors, a fractional increase in conversion rates or average order volumes can bring significant value to business results.

The fear around the phasing out of 3rd-party cookies is that bidding efficacy will be severely impacted. Advertisers need assurances that their campaigns will still be performant, that results will be measurable, and that the upcoming change will not be disruptive to business. Thankfully, RTB House has been working on the answer to this problem and has the backing of WC3 and Google for our Outcome-based TURTLEDOVE proposal.

Find out more about how we are ensuring that bidding efficacy will be maintained in the 3rd video from our Cookieless Future series, hosted by our experts Laurie da Silva and Richard Johnson.

Conducting a full-funnel marketing strategy does not mean targeting everyone in your funnel and pushing them toward conversion. A good full-funnel strategy takes into account how ready different users are for conversion, and serves them with appropriate advertising. For buyers in the conversion stage, who have strong purchase intent, effective ads show specific products and offers and make clicking and converting easy. However, in the upper funnel, you may want people to feel a connection with your brand and plant a seed that grows over time, allowing them to make better purchasing decisions later on. This may take the form of more aspirational or engaging content that makes a real impression.

This kind of contextual analysis of intent and behaviors requires powerful technology. At RTB House, we use the most effective Deep Learning algorithms to achieve this. However, when 3rd-party cookies are switched off in 2022, will it be possible to measure intent so accurately to build bonds with online users? In episode 5 of our Cookieless Future video series, Laurie da Silva and Richard Johnson show how a full-funnel approach will still be possible with only a slight reimagining of the current processes.

The Deep Learning ad-tech company, which provides cutting edge marketing and advertising solutions to brands and agencies, is one of only a select few to reach this feat with less than 1% achieving the five-year milestone.

RTB House is delighted to announce that it has won the award for Best Overall Technology for Programmatic Trading (buy side) at this year’s The Drum Digital Advertising Awards. The category was incredibly competitive with shortlisted companies including Sharethrough, Xandr, Cognitiv and AdTheorent.