Articles written by Kacper Polewiak
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Regulatory Whirlwinds for Big Tech
In this edition of the Cookieless Newsroom, we mostly covered regulatory news, with new updates on many players, including Google, Meta, and Apple.
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Privacy Sandbox Updates
In this Media Review, we focus on the Privacy Sandbox: the status of the current Origin Trials, the progress of the tools not currently in testing, the critique for Topics from the industry, and the news from Google Marketing Live around both the Web and Android Privacy Sandbox.
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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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Seller-Defined Audiences Analysis Series – Part I: SDA Introduction & Initial Insights
Have you heard of Seller-Defined Audiences (SDA) yet? SDA was released at the beginning of 2022 by Project Rearc – an initiative that came to life as the IAB Tech Lab’s answer to the impending demise of 3rd-party cookies. Although a year hasn’t passed since its release, SDA has received significant attention in the press and industry conferences and is considered one of the go-to solutions for targeting when the 3rd-party cookie pond dries up.
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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.
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Will the cookieless future kill personalized ads?
The end of third-party tracking cookies is on the horizon, but it’s not as bad as you might think. Despite concerns from some advertisers that losing third-party cookies will make it impossible to deliver personalized advertising, there are already a number of effective solutions in the works to ensure that users can still enjoy relevant ads, without any privacy fears.
Let’s take a quick dive into why third-party tracking cookies are being retired, what that means for your advertising strategy, and why it’s actually a good thing for both customers and advertisers.
