- 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.
- Company News
- Cookieless World
- Published:
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.
- Cookieless World
- Published:
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.
- Cookieless World
- Published:
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.
- Cookieless World
- Published:
What Are First-Party Cookies, and How Can Brands Use Them to Reach Customers?
The cookieless future is fast approaching, and this means that brands need to rebuild their marketing strategies around alternatives to third-party cookies. Navigating this new environment will require mastering a suite of tools, including another type of cookies: first-party cookies.
To understand how you can make the most of first-party cookies, let’s dive into what they are, how they work, and how advertisers use them.
- Cookieless World
- Digital Advertising
- Published:
Why Data-Driven Personalization is the Key to Marketing Success
Everyone loves a good challenge, but some are tougher to tackle than others. For marketers, the big one is the personalization paradox. 71% of consumers prefer personalized ad content, but 74% are also concerned about how advertisers are actually using their personal data. This creates a problem for marketers. They want to reach out to their customers with personalized content but often rely on tracking technologies that are considered invasive. Fortunately, there is an answer to this particular paradox. Brands can use data-driven strategy to leverage large anonymized datasets that provide rich personalization at scale without compromising on privacy.
- Digital Advertising
Blog about Digital Advertising & Marketing Technology
- Published:
Edge Comes to Play in the Sandbox
In this edition of the Cookieless Newsroom, we highlight Microsoft’s deployment of the Ad Selection API in its Edge browser, a tool similar to Privacy Sandbox's Protected Audience API. We also cover a recent academic study demonstrating the suitability of the Protected Audience API for retargeting. Additionally, we report on a landmark European regulatory fine imposed on Google’s MarTech division.
