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In the W3C, the Post-Cookie Conversation Finds Consensus

Adweek

As the advertising industry braces itself for the deprecation of third-party cookies at the end of this year, web standards body the World Wide Web Consortium (W3C) is getting closer to reaching a consensus among its members on privacy-centric ad-tech that could power advertising in a cookieless future.

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Why Testing Google’s Cookie-Alternative Privacy Sandbox Is Still Minimal

Adweek

this week is that Google Chrome's Privacy Sandbox, a pack of solutions to replace third-party cookies, is not yet ready to meet the demands of programmatic advertising. Publishers, ad-tech firms and marketers at the event pointed to vague aggregate.

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The 2024 Ad-Tech Battleground: Identity and Politics

Adweek

As we collectively wade into 2024--crafting budgets, plans and strategies for the year ahead--there are two events for which we must prepare: cookie deprecation and the U.S. If they don't get their plans in place now, political campaigns and brand advertisers will be left scrambling for impressions in the middle of the $10 billion.

Ad Tech 297
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Exclusive: Yahoo’s ID Testing Lets Advertisers Compare Campaigns Without Cookies

Adweek

Yahoo is helping ad buyers get ready for cookie decline. The company is letting buyers compare campaigns running with third-party cookies and identifiers against those running without, days after Google finally deprecated third-party cookies for 1% of Chrome users.

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Study: Cookies’ Low Match Rates Cost Ad Tech Millions. Moving Off Cookies May Be The Answer.

AdExchanger

As the digital advertising industry upgrades its privacy protections for consumers, some ad tech providers have wondered what the business impact for improving privacy will be. But how often do The post Study: Cookies’ Low Match Rates Cost Ad Tech Millions. Moving Off Cookies May Be The Answer.

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Research Briefing: The end of third-party cookies could be a win for ad tech vendors

Digiday

In this week’s Digiday+ Research Briefing, we examine how the end of third-party cookies could be a win for ad tech vendors, how publishers’ Q4 earnings paint a gloomy picture of 2023, and how sports media investments are rising in a fragmented media landscape, as seen in recent data from Digiday+ Research.

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Momentum for Testing Cookie Alternatives Stalls on the Buy Side

Adweek

While cookie deprecation threatens to upend the digital advertising economy next year, ad buyers are still taking a relaxed approach to test audience targeting alternatives. During 2023 and late 2022, ad buyers' efforts to test alternative IDs have lacked momentum, six ad-tech and publisher sources told Adweek.

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