AdExchanger

OCTOBER 24, 2023

Goodbye, cookies. Hello, agency first-party IDs. Agency holdco Dentsu launched a set of identity solutions for Merkury, its identity resolution platform, on Tuesday. The identity solutions try to create a single customer view for marketers.

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Cookies Agency Media Marketing 130

Martech

APRIL 7, 2025

Here we are a few months later, and another target is catching the eye of large agencies in particular. Two agency-holding companies recently acquired companies in the data space, with WPP acquiring data clean room vendor InfoSum and Publicis Groupe grabbing Lotame. Email: Business email address Sign me up!

MarTech 77

MarTech Agency Cookies Marketing 77

Ad Monsters

JULY 29, 2024

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.

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Cookies Ad Tech Audience Advertising 122

Martech

JULY 27, 2022

Google has pushed back its self-imposed deadline of the end of 2023 for the deprecation of third-party cookies. In January 2022, it abandoned its highest profile alternative to cookies, FLoC, and turned to targeting by Topics. Firefox and Safari blocked third-party cookies years ago. The future of addressability. Why we care.

Cookies 128

Cookies Non-Profit Advertising MarTech 128

Basis

JANUARY 9, 2025

After not one, but two delays, Google pivoted yet again in 2024 when it announced it would no longer deprecate third-party cookies in Chrome. To use a non-cookie-related example, sometimes well see clients want to stop a display or video campaign because theyre not seeing the same metrics as search.

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Advertising Cookies Brand Lift Conversion 98

Ad Monsters

JANUARY 4, 2024

After several delays that had many wondering if it would ever happen, Google finally pulled the trigger on its plan to deprecate third-party tracking cookies in its Chrome browsers. Agencies are continuing as status quo and publishers are working to find individual solutions that will work for their data environments.

Cookies 116

Cookies Agency Retail Advertising 116

Martech

NOVEMBER 12, 2024

Are digital marketers really prepared for a post-cookie world? According to Lotame’s latest report, fielded by Cint, The State of Data Collaboration: A Global Perspective , almost all (98%) are still struggling to fully harness their data, even as third-party cookies continue to vanish. So, what’s the path forward?

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Marketing Cookies MarTech Agency 123

Digiday

FEBRUARY 4, 2024

As agencies get more serious about finding the right third-party cookie alternatives , they are running into challenges, both old and new. Some of these include changes in audience size or measurement and standardization obstacles — and potentially even its own set of privacy questions. Continue reading this article on digiday.com.

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Cookies First-Party Cookies Agency Audience 98

VideoWeek

DECEMBER 17, 2024

After a year dominated by Google’s cookie u-turn, digital marketers find themselves at a crossroads. The ad tech industry found itself at a stalemate after Google made its infamous cookie u-turn this past July. Was this investment wasted?

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Manufacturing Cookies Ad Tech Conversion 98

Martech

JANUARY 17, 2024

” Tara DeZao, product marketing director for adtech and martech at Pega, was reacting to the news that Google had finally begun phasing out third-party cookies. ” What’s more, there’s an impression going around that brand marketers want to leave solutions to the agencies. After multiple delays. In your inbox.

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Cookies Impressions MarTech Retail 139

AdExchanger

JANUARY 2, 2024

Cookies, who? Agencies aren’t panicking about the end of third-party cookies anymore, because clients aren’t panicking – or procrastinating as much. Cookie deprecation was “a really hot topic a year and a half or so ago,” said Mara Greenwald, SVP of commerce media at Night Market, Horizon Media’s commerce-focused agency.

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Agency Cookies Media Marketing 126

Martech

AUGUST 8, 2024

OLIVER’s generative AI tool Slipstream lets users create complete creative briefs to get better results from their agency partner. It uses large language models and consumer behavior insights to enhance URL classification and contextual targeting without relying on cookies.

MarTech 125

MarTech Electronics GDPR Audience 125

Digiday

JULY 28, 2024

With a week under their collective belts to absorb Google’s surprising, but not shocking news, that it’s doing an about-face on deprecating third-party cookies from its browsers, media agencies large and small are choosing to press ahead as if cookies are going away — especially since they kind of are anyway.

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Cookies Media Agency 89

Digiday

JANUARY 29, 2024

With the ongoing cookie deprecation underway, independent agencies are shifting their attention to identifying new audiences, testing artificial intelligence and expanding data tools to prepare for the accompanying measurement changes, which may look different for independents than they do for their holding company counterparts.

Cookies 90

Cookies Agency Media Retail 90

Ad Monsters

NOVEMBER 20, 2024

The shift away from MFA ( Made for Advertising ), the rise of AI, and the looming threat of cookie deprecation are front of mind for buyers and sellers. Buyers want higher quality offerings that are future-proofed as cookies decline. The Rise of Rich Publisher Products AI is giving publishers a surprise boost at a very opportune time.

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Audience Advertising Cookies Retail 105

Digiday

NOVEMBER 12, 2023

Could 2024 finally be the year we witness the transition into the deprecation of third-party cookies? Agencies have been preparing for this inevitability for years by developing privacy and compliance tools and metrics — despite tech players shifting their timing. This is a member-exclusive article from Digiday.

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Cookies Agency Media 95

illumin

JANUARY 14, 2025

Brands, agencies, and retailers need to navigate these shifting trends to stay competitive. In this article, well break down the top advertising trends for agencies, retail marketers, and the broader advertising industry. Trends for Agencies in 2025: The changing role of advertising experts a.

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Advertising Marketing Retail Agency 101

Ad Monsters

MAY 29, 2024

As digital advertising braces for the post-cookie era, publishers face significant revenue challenges and a $10 billion shortfall. The digital advertising world stands at the cusp of a major revolution, poised to redefine itself as it phases out third-party cookies. Explore how Ops Mage can redefine engagement and monetization.

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Cookies Ad Server GDPR Ad Ops 116

Digiday

AUGUST 7, 2024

The threat of Google’s crumbling third-party cookie led to a boom in the retail media network space as they were seen as a cookieless solution. However, after years of uncertainty, Google had a change of heart , and decided to keep cookies in Chrome after all leaving users to decide if they want to be tracked.

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Cookies Retail Agency Media 99

Martech

JANUARY 14, 2025

We asked experts to share their views on how new tools and strategies will help advertisers and agencies make the most of their data in the coming year. Agencies leaning in Budgets will be tighter this year, so agencies will increasingly rely on technology to negotiate better deals for clients and measure campaign effectiveness.

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Advertising Machine Learning Cookies Agency 131

Martech

MARCH 10, 2025

The decline of third-party cookies and the explosion of new marketing channels connected TV, retail media, digital out-of-home and more only deepen this fragmentation. A dedicated project owner or an outside agency can help connect the dots across your organization, improving alignment and efficiency.

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Marketing Cookies Machine Learning Retail 124

Advendio

APRIL 4, 2025

But what’s behind this massive growth, and why is first-party data such a game-changer for media buying agencies? The Demise of Third-Party Cookies With privacy laws tightening and the bluntness of third-party cookies, advertisers are scrambling for new ways to reach their audience. What’s driving the Retail Media Boom?

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Retail Media Agency Machine Learning 52

Digiday

MARCH 7, 2024

Especially when the biggest oil field — third-party cookies — is drying up. Clients, which include marketers and agencies, can bridge the divide between brand metrics, like awareness, favorability and purchase intent, to performance outcomes, like search, site visits and shopping, across their whole multimedia campaign.

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Cookies Agency Pop-Up Brand Lift 94

Ad Monsters

APRIL 25, 2024

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.” The ad tech industry is experiencing a serious case of déjà vu.

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Cookies Ad Tech A/B Testing CPM 115

AdExchanger

AUGUST 18, 2022

But advertisers and agencies are slow to realize that. Continue reading » The post Advertisers Are Missing Key Audiences – Even Before Third-Party Cookies Disappear appeared first on AdExchanger. Today’s column is written by Aaron McKee, CTO at Blis.

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Cookies Audience Advertising Ad Tech 109

Digiday

DECEMBER 11, 2024

We established earlier this week that publishers are moving away from third-party cookies with or without Google. But when it comes to marketers, it turns out they’re a lot more hesitant to let go of cookies than their publisher counterparts, and, in particular, brand marketers are more hesitant than agencies.

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Cookies Agency Marketing Media 77

AdExchanger

OCTOBER 26, 2023

Another Cookie Delay? The third-party cookie might receive another stay of execution – and this time it wouldn’t be Google pushing the deadline. Sign up here.

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Cookies Marketing Agency 109

Clearcode

JANUARY 22, 2023

Ever since Google Chrome announced in January 2020 that it’ll be shutting off support for third-party cookies in the next few years, companies operating in the programmatic advertising industry have been scrambling to find reliable and effective alternatives to continue operating.

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Cookies First-Party Cookies Audience Retargeting 101

Ad Monsters

APRIL 10, 2023

Publishers lacking a strategy to drive user authentication without third-party cookies can expect lower CPMs and less revenue. Steven Goldberg, VP of North America Publishers, LiveRamp, shared post-cookie solutions for publishers at PubForum Miami. Goldberg highlighted a LIveRamp study looking at 70+ global publishers with ATS.

Cookies 98

Cookies CPM Impressions Conversion 98

Digiday

MAY 19, 2024

There’s the brewing measurement mess as third-party cookies eventually go away. At the Digiday Programmatic Marketing Summit last week in Palm Springs, California, agency executives participated in closed-door town hall discussions, in which they were granted anonymity for their candor.

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Cookies Agency Marketing Media 94

AdExchanger

JANUARY 30, 2024

The cookie is on its farewell tour as subscription- and ad-supported media battle it out. We are at a critical inflection point in our digital evolution,” IAB CEO David Cohen told attendees at the 1,200-person-strong Annual Leadership Meeting in […] The post Still Waiting For That Cookie To Crumble? “We

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Cookies Media Agency Marketing 124

Ad Monsters

NOVEMBER 25, 2024

Across the aisle, Therran Oliphant, SVP Ad Tech, Agency Partners at Flashtalking by Oceanmedia, and the buy side champion, acknowledged his team’s challenges due to fragmentation. “There is a sprawl of data sets, and we must collect them from multiple places.

Cookies 105

Cookies Audience Ad Tech Conversion 105

AdExchanger

APRIL 11, 2024

In a nod to the interconnectedness of data, the agency holding company Dentsu created a new data and technology group. In […] The post Dentsu’s Chief Data And Technology Officer On Generative AI, Cookies And The Future Of Data appeared first on AdExchanger.

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Cookies Agency 98

Digiday

JULY 8, 2024

In the seemingly never-ending saga around cookies’ official sunsetting from digital advertising, more companies are entering the fray in an effort to secure a foothold among those looking for cookie replacements. One identity resolution company recently generated some positive results with a media agency.

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Cookies Education Audience Agency 74

VideoWeek

NOVEMBER 6, 2024

The use of programmatic channels for media investment is falling among advertisers but growing for agencies, according to IAB Europe’s latest ‘Attitudes to Programmatic Advertising’ report. In 2024, 44 percent of advertisers said they outsource their programmatic operations to agencies, up from 4 percent in 2023.

Media 59

Media Cookies Agency Viewability 59

Digiday

NOVEMBER 9, 2023

The same could be said of how brands and agencies have approached contextual targeting. As brands reach out to agencies to plan for life without cookies, agency teams have a pivotal opportunity to prove their strategic value and deepen client relationships.

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Cookies Advertising Agency Media 94

Digiday

FEBRUARY 14, 2024

They’re testing alternatives to third-party cookies now that the tech giant has clipped one percent of them in its Chrome browser. These marketers understand the tests won’t be perfect, but they’re seizing the moment to make a start. After all, as they argue, if not now, then when? Continue reading this article on digiday.com.

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Cookies Marketing Agency Media 98