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Google’s cookie pivot leaves 88% of industry in uncertainty: IAB

Martech

Google’s pivot on deprecating third-party cookies has caused uncertainty in the digital advertising industry. Navigating the uncertainty A recent IAB study shows that 88% of industry professionals feel Google’s decision to reverse the phase-out of third-party cookies has caused major confusion in digital advertising.

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One way or another, cookies are going away

Martech

” That was Amit Kotecha, CMO at digital advertising , audience insights and measurement platform Quantcast, talking to us back in May of this year. It announced that it would not deprecate cookies on the Chrome browser but let individual users decide whether to permit them or not. Google finally broke the stalemate.

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Mixed reactions from ad ecosystem to Google keeping cookies

Martech

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.

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Why first-party data still reigns even with Google keeping third-party cookies

Martech

Data is not a new topic, but it is being revitalized since Google’s announcement that cookie deprecation is no longer in the pipeline. adults will turn off cookies to manage their online privacy, so moving away from third-party dependence is still worthwhile. Up to 67% of U.S. This makes first-party data incredibly valuable.

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From Cookies to Context: New CMO Kerel Cooper on GumGum’s Vision for 2025

Ad Monsters

Get ready to explore how GumGum is moving from cookies to contextand what it means for the future of advertising. Publishers, especially premium and news publishers, must leverage their unique content and audience insights to stand out. Kerel is also an adjunct professor at Kean University, teaching digital and sports marketing.

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Marketers must adapt to a changing world

Martech

This new era of skeptical consumers requires a radical shift in marketing strategy. Marketers must adapt to a world where survival requires a deep understanding of consumer needs; innovation; and a relentless focus on delivering value. The rapid evolution of the digital landscape undeniably disrupted traditional marketing paradigms.

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Why digital out-of-home advertising is summer 2024’s marketing powerhouse

Martech

It’s filled with activities like long-distance vacations, trips to the beach and farmers’ markets. Digital out-of-home (DOOH) advertising’s dynamic content and precision targeting capabilities make it perfect for reaching audiences at this time of year. Here’s why DOOH is the ticket to this summer’s marketing success.