- Published:
The Importance of Gradual Third-party Cookie Deprecation for the Successful Transition of the Advertising Ecosystem
The Privacy Sandbox timeline states that in Q3 2024, “Chrome will phase out support for third-party cookies over a two-month period.” Whether or not Q3 2024 is the right time is an important question, but in this blog post, we’d like to focus on the second aspect of the deprecation—the duration of the time over which it reaches 100% of users. We will argue that a two-month timeframe (a “cliff”) is too quick and therefore, dangerous. To maximize the chances of AdTech successfully transitioning to a cookieless world, the deprecation ramp-up should be more prolonged, gradual, and known in advance.
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Seller-Defined Audiences Analysis Series – Part III: User SDA Quality Tests
This article aims to complete the round of quality tests performed on the sampled Seller-Defined Audiences signals we received from the sell side. While the previous article investigated contextual SDAs, this one will focus on user SDAs and verify how they reflect reality. The tests in this section varied from the ones performed on the contextual signals as the nature of the user type differs. The first test relied on a manual check of an assignment mechanism, while the second one was based on a survey campaign.
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Earlier Third-Party Cookie Deprecation, Record-Breaking GDPR Fine For Meta, Apple Blocks More Trackers
In this Media Review you can read about Google’s Privacy Sandbox advancements, Meta’s unprecedented GDPR fine, and Apple’s new preventive measures to third-party tracking.
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FLEDGE’s Rebranding, UID 2.0 Goes Private, SDA Context Proves Reliable, Google’s IBA Test, and Other News
In this Media Review, you can read 5 stories, including Google renaming FLEDGE to Protected Audience API, results from Google Ads’ IBA testing, and more details about Apple’s change in Safari.
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Seller-Defined Audiences Analysis Series – Part II: Contextual SDA Quality Tests
Key takeaways from this article:- Contextual SDA passed both quality tests we performed and described in this article
- The mechanisms we used to assess the contextual SDA signals’ quality were: SSPs’ audiences sent via Deal IDs and RTB House’s proprietary ContextAI engine
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RTB House Perspective on Google’s Topics Experiment Whitepaper
On April 18th, Google published the results from Google Ads’ interest-based advertising testing, where, among other tools, Topics API was analyzed. We are happy that the Google Ads team joined RTB House and Criteo in openly publishing findings from experiments with Privacy Sandbox APIs.
In the report, the Google Ads team compares the effectiveness of applying Topics API, contextual signals, and publisher first-party IDs instead of cookies for Interest-Based Advertising (IBA). Third-party cookies were allowed in this experiment for use cases unrelated to targeting, such as frequency capping and measurement.
