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Competition and Markets Authority might extend the deadline on cookie deprecation if Google Chrome does not satisfy its concerns, Craig Jenkins, director of the digital markets unit at the CMA, told a room full of ad-tech practitioners at an IAB Tech Lab event in New York today. "If
When Google deprecates third-party cookies from Chrome--as it says it will--in the second half of 2024, performance marketers will lose yet another signal to track potential customers, after Apple and others have retired cookies in recent years.
After years of back and forth between Google and regulatory bodies, the news finally came that Google is scrapping plans to kill third-party cookies in Chrome. The proposed Privacy Sandbox, while marketed as a privacy-enhancing tool, likely raises barriers for competitors. Emotions ranged from lack of surprise to relief.
A bevy of alternative identifiers has flooded the market in recent years, promising to usher the advertising industry into a new paradigm once Google Chrome deprecates third-party cookies at the end of 2024.
SiriusXM and media measurement firm Comscore have agreed to bring the latter's cookie-free targeting tool, Comscore Predictive Audiences, to the audio company's podcasts and adtech podcast ecosystem Adswizz. With more targeting capabilities, the audio company is aiming to increase programmatic podcast ad revenue.
Google's announcement Monday that it won't kill the third-party cookie in Chrome rocked the ad industry. Certainly, marketers no longer have to wring their hands over how their digital ads will perform without cookies to power targeting.
The big topic of 2024 was third-party cookies – so what’s their status going into 2025? While Google abandoned its plans to phase out cookies, other tech companies have stuck to their guns. Despite the search giant’s decisive lack of action, forecasters predict that cookies will go away eventually.
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.
Kerel Cooper, GumGums new CMO, unpacks the future of contextual advertising, curated marketplaces, and DEI, revealing key adtech trends for 2025. Adtech is on the cusp of a major shift. Beyond the tech talk, hes also a champion for diversity and inclusion in an industry ripe for fresh voices and perspectives.
The search engine giant will no longer be removing third-party cookies on Chrome. After years of back-and-forth, Google has now officially pulled the plug on its plan to deprecate third-party cookies in Chrome. and they will not be rolling out a new standalone prompt for third-party cookies .
Publisher Dotdash Meredith is now using its contextual solution, D/Cipher, in more than 30% of its direct ad buys less than one year after launching the product, according to CEO Neil Vogel. For those advertisers not yet willing to quit third-party cookies, Dotdash Meredith lets the advertiser see it outperform other solutions.
Missed the most buzzworthy adtech stories of the year? In 2024, adtech kept us on our toes with innovation, controversy, and everything in between. Whether it was AI upending adtech norms, Googles legal woes, or streaming giants making bold moves, these stories resonated for a reason.
Despite the collective sigh of relief from the marketing industry at Google's protracted depracation of third-party cookies, smart companies are still testing their future targeting strategies. When agency Jaywing won the U.K.-based
With fingerprinting making the headlines, what are the genuine alternatives to the cookie that the ad industry should consider? Mark Smith looks at the runners and riders Between a rock and a hard place Digital marketing is facing a dichotomy. On one hand [.]
After a year dominated by Google’s cookie u-turn, digital marketers find themselves at a crossroads. Mathieu Roche, CEO and Co-Founder of ID5, makes the case for tech platforms to steer them towards alternative ID solutions. In some cases, buyers have been used as scapegoats by some adtech platforms.
Just a few years ago, it seemed inevitable that third-party cookies would disappear. Google Changes Its Mind: Cookies Are Staying (For Now) The biggest twist came in July 2024 , when Google officially announced it would not phase out third-party cookies in Chrome , at least not in the way it had promised back in 2020.
Publisher data platform Permutive is making its stores of first-party data available to the buy-side for the first time, via a partnership with Microsoft-owned ad-tech firm Xandr.
The adtech industry is experiencing a serious case of déjà vu. Google announced that it will no longer fully eliminate Chrome’s third-party cookies by the end of this year. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.”
As the world increasingly embraces sustainable practices, industries across the board are rethinking how they operate, and digital marketing is no exception. Programmatic advertising , which automates the buying and selling of digital ad inventory in real-time, has revolutionized the advertising landscape.
As cookies fade and AI rises, marketers face a critical opportunity: leveraging data collaboration and authenticated identity to unlock omnichannel performance. LiveRamps Travis Clinger shares why the future of marketing depends on smarter connectionsand why the time to act is now. Of course, insights alone arent enough.
DoubleVerify, the ad-tech company that helps shield advertisers from fraud, is launching a new measurement currency as an alternative to the third-party cookie.
By 2024, everyone working in digital advertising was tired of hearing about cookie deprecation, writes Thomas Bernal, VP Go To Market at Ogury. ITP began by blocking cookies from unknown third-party sources, then later expanded to restrict tracking via local storage and fingerprinting.
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. Gomez previously spent 11 years at California footwear brand Vans in various senior marketing and brand management roles. You can unsubscribe at anytime.
Google’s latest delay in its plans to phase out third-party cookies may not come as much of a surprise – the deadline was already pushed back last year to 2023 – but the tech giant’s new extension to 2024 has raised eyebrows among those companies currently testing ways to target ads in a privacy-first environment.
Google’s surprise shift to pump the brakes on third-party cookie deprecation in Chrome is sending shockwaves through the digital advertising world. In a plot twist straight out of a digital marketing thriller, last week, Google announced it will not deprecate third-party cookies unilaterally after all and instead opt for enhanced user choice.
Harnessing first-party data remains a priority for marketers despite Google pulling back on its plans to deprecate third-party cookies, and Zeta Global's acquisition of LiveIntent marks the latest example.
The impending deprecation of third-party cookies (any day now, really, we mean it) is changing how adtech companies build audiences for media buyers. Sell-side curation is emerging as a post-cookie trend.
Toms Panders of Setupad explains how self-serve platforms are reshaping adtech, empowering publishers to take control, boost efficiency, and overcome industry challenges. The adtech industry is experiencing a transformative shift. Earlier this year, Setupad launched a fully automated self-serve platform for Prebid.
In this week’s Week in Review: Netflix evolves its ad offering, BILD launched BILDplay, and brands plan a move away from time and materials. Netflix entered the ad world two years ago via a partnership with Microsoft, but has since been growing the number of buy-side tools available to advertisers. million households, up from 2.78
The retail media adtech startup Topsort announced a $20 million Series A investment round on Monday. The three-year-old company began looking for a potential investor and a new investment round in the back half of 2023. “It
Google’s sudden U-turn on its plan to scrap third-party cookies, after years of promising otherwise, is like a TV show hyping up an epic twist, only to reveal it was all just a dream. No surprise adtech leaders are pulling their hair out in frustration. Continue reading this article on digiday.com.
Robert Webster, TAU Marketing Solutions Alphabets AI advancements continue to wow Wall Street, but theyre raising eyebrows with regulators in Washington, D.C., and last week’s launches at Google Marketing Live should cause advertisers on Madison Avenue to reserve judgment. This is a member-exclusive article from Digiday.
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. times higher branded search rate over customers who saw other ads. You can unsubscribe at anytime. times higher purchase rate, a 7.6
Its an unexpectedly cool analogy that instantly clicksinstead of stocks, Liu helps orchestrate a high-speed auction of digital ads, with thousands of bidders vying for a spot on a page. Im the trader of the ads, he said. Liu didnt know hed end up in adtech. That usually gets a Whoa, thats actually kind of cool.
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. That last element is the main focus of this updated advice, with Pinterest looking to help marketers align with its visual search features.
Competition and Markets Authority has opened a consultation on potentially releasing Google from Privacy Sandbox commitments imposed in 2022. The move, announced June 13, follows Google’s April decision to drop plans to prompt Chrome users to block third-party cookies, a shift seen as reducing potential competitive harm.
For all the hubbub around Googles return to third-party cookies in Chrome (for now), it seemed to be the last thing anyone wanted to talk about at the Digiday Programmatic Marketing Summit, which took place in Palm Springs, California, last week. Keep reading for some of the insights that were overheard during the discussions at DPMS.
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. Pepsi is running out-of-home and radio ads in key markets that reinforce the messaging behind “Food Deserves Pepsi.” market share.
Parallel to the glitz and glamour of the upfront conversations this week, adtech execs have also been congregating en masse in New York City, with DMS by LUMA a highlight of the past five days for such types. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Let’s look at the key adtech trends for 2023 and examine the opportunities and challenges ahead. Marketing Technology News: MarTech Interview with Liz Carter, CMO at Reputation. The tech giant states that all of its initiatives are aiming to improve user privacy, performance and efficiency. Google initiatives.
Google’s latest announcement to halt the deprecation of third-party cookies in Chrome has sent shockwaves through the adtech industry. Instead of phasing out cookies, Google plans to introduce a new user choice mechanism. There are mixed reactions to this news.
Nine industry leaders share insights on the DOJ’s proposed remedies and what they could mean for digital advertising and adtech. One case, already decided, found Google guilty of monopolizing the search market. Targeting its adtech empire, the other could redefine the ad ecosystem.
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. By Peter Adams and Julia Himmel • May 6, 2025 Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies.
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