PAAPI Could Be As Effective For Retargeting As Third-Parties Cookies, Study Finds
AdExchanger
OCTOBER 23, 2024
But the Protected Audiences API (PAAPI) maybe ain’t so bad.
Audience Cookies Retargeting 
How to Build Cookieless Retargeting Strategies That Work
Single Grain
JUNE 16, 2025
Third-party cookies are now largely obsolete, and global privacy regulations are becoming increasingly stringent. As a result, marketers face a stark reality: 85% of advertising professionals favor first-party data identifiers as the primary solution to replace cookies , according to recent research by Statista.
Retargeting 
52
52 Join 5,000+
Insiders
Sign Up for our Newsletter
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Trending Sources
How Opinary’s Polls Turned Daily Mail Ireland Into a Data Powerhouse
Ad Monsters
JANUARY 9, 2025
First-party data is more important than ever as we prepare to phase out third-party cookies and the industrys reliance on third-party data. The advertising industry has been anxiously waiting for the ultimate shift from third-party cookie tracking to leveraging first-party data for optimal audience targeting.
Cookies 100
100 
CTV Retargeting 101: Complete Guide for TV Advertisers
MNTN
DECEMBER 18, 2024
Connected TV (CTV) has opened up an exciting new world of retargeting opportunities for digital marketers. Once reserved for digital marketing channels like search and social, now wide television audiences are retargetable, too. What Is CTV Retargeting? You simply have to cast a wide net and hope for the best.
Retargeting 52
52 
Criteo: ‘We no longer plan our business around the deprecation of third-party cookies’
Digiday
FEBRUARY 5, 2025
We no longer plan our business around the deprecation of third-party cookies, said Clarken, later noting how ad retargeting represented 40% of its business, as it exited 2024, compared to 2020, when she first took the reins. Continue reading this article on digiday.com.
Cookies 71
71 
Personalization’s double-edged sword: Balancing relevance with intrusiveness
Martech
JANUARY 10, 2025
The integration of generative AI technologies is poised to further refine these strategies by enabling more nuanced audience targeting and personalized customer journeys. Leverage first-party data: Expand the use of first-party data for targeting, reducing reliance on cookies and mitigating associated liabilities. Processing.
Retargeting 128
128 
Experian rolls out retail media network solution
Martech
AUGUST 1, 2024
Additionally, it is designed to find patterns in audience behavior to improve campaign performance. Expanded insights: It can generate detailed customer profile reports to help find high-value customers and develop accurate look-alike audiences for campaigns. Why we care. RMNs saw 16.3% growth in the U.S.
Retail 117
117 
Adobe looks to navigate privacy and advertising with Adobe Real-Time CDP Collaboration
Martech
FEBRUARY 20, 2025
Advertisers can use the product to identify high-value audiences and activate campaigns directly, without moving or exposing underlying customer data. Two trends are causing both advertisers and publishers to explore new ways to protect privacy while continuing to effectively monetize audiences.
Advertising 91
91 
Programmatic 101: What is Retargeting and How Does it Work?
Basis
JANUARY 22, 2023
Certain targeting strategies are more helpful against specific end goals and KPIs, but there’s one tactic that will always add to the overall performance of your digital program: retargeting. Retargeting Ads and Programmatic Let’s kick off with the basics: What is retargeting, and why is it so crucial?
Retargeting 98
98 
How to Create Effective Retargeting Ads
Basis
FEBRUARY 13, 2023
While some may be tempted to think it’s a coincidence (or even a sign that they’re meant to buy those new shoes), this is an example of ad retargeting at play. Retargeting: What Is It? marketers can re-engage them through retargeting advertising. How Do Retargeting Ads Work? How Can Marketers Use Retargeting Effectively?
Retargeting 98
98 
Google’s New Cookie Plan: Empowering Users, Shaping Advertiser Strategies
Ad Monsters
JULY 25, 2024
Google’s latest announcement on third-party cookies shifts the focus to user choice, introducing an experience similar to Apple’s App Tracking Transparency. As advertisers brace for this accelerated change, strategies to adapt in a post-cookie world become paramount.
Cookies 105
105 
2025 Programmatic Advertising Trends to Know
Basis
JANUARY 2, 2025
Signal loss continues to be a pressing concern, despite Google reversing its plans to deprecate third-party cookies in Chrome and instead allowing users to make an informed choice when browsing. As signals from third-party cookies continue to decline, using context to connect with consumers in relevant ways will grow increasingly important.
Advertising 105
105 
Cracking The Audience Addressability Code Through Google’s Privacy Sandbox
PubMatic
APRIL 25, 2024
Audience addressability has been in the spotlight within the digital advertising industry since Google first announced plans to phase out third-party cookies four years ago. The post Cracking The Audience Addressability Code Through Google’s Privacy Sandbox appeared first on PubMatic.
Audience 109
109 
6 Alternatives to Third-Party Cookies and Mobile IDs in AdTech
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.
Cookies 101
101 
A Post-cookie Survival Guide for Publishers – Tips From Nashville Pub Forum
Ad Monsters
NOVEMBER 16, 2022
His team has coined him the post-cookie savior. Core to his role is figuring out how to keep making programmatic money when the cookie crumbles. How Cookies Stole Ad Tech. How Cookies Stole Ad Tech. We constantly talk about the future of the cookie, but does anyone remember how we got here? . Bridging the Gap.
Cookies 97
97 
Sustainable Programmatic Advertising: Navigating the Future of Digital Marketing
illumin
DECEMBER 3, 2024
However, over-targeting, constant retargeting, and serving ads with high frequency to the same user can result in excessive data processing and bandwidth use. Aim for quality over quantity, targeting only the most relevant audiences. illumin’s enhanced cookie syncs create the ideal connection between users and partners.
Advertising 105
105 
ROAS Masterclass: 12 Techniques to Maximize Ad Spend
Single Grain
APRIL 27, 2025
Advanced audience segmentation can improve ROAS by up to 30% through more relevant targeting. This metric can help advertisers look into their campaign efficiency, if theyre reaching the right audience, and if their ads are boosting conversions. The global digital advertising market is growing at 14.7%
Retargeting 52
52 
The Google Buy-In SDA Needs?; No Shortage Of TikTok Rivals
AdExchanger
SEPTEMBER 21, 2022
Defining Moments The IAB Tech Lab introduced Seller-Defined Audiences (SDA) in February as a post-cookie, post-ATT option for publishers to create targetable impressions without sending retargetable cookies or device IDs to DSPs. Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
Retargeting 102
102 
Clarivoy Fixes Massive Hole in Automotive Advertising with Release of Identity AI
Martech Series
JANUARY 29, 2023
Identity AI was developed as third-party cookies and mobile device IDs became increasingly less effective tools for tracking and targeting. Retargeting for Meta is a cookieless, identity-based activation for auto dealers and agencies that can be added seamlessly to any existing retargeting campaign on Meta.
Retargeting 98
98 
Programmatic Advertising: The Ultimate Guide
illumin
SEPTEMBER 19, 2024
You could have a brilliant ad, but the campaign will never reach the intended audience without the right strategy and the right targeting. Programmatic advertising works especially well when building a long-term connection with your audience. This is where programmatic advertising shines when leveraged well.
Advertising 59
59 
CTV Retargeting 101: Complete Guide for TV Advertisers
MNTN
DECEMBER 18, 2024
Connected TV (CTV) has opened up an exciting new world of retargeting opportunities for digital marketers. Once reserved for digital marketing channels like search and social, now wide television audiences are retargetable, too. What Is CTV Retargeting? You simply have to cast a wide net and hope for the best.
Retargeting 52
52 
Server-side measurement: What is it really good for?
Martech
DECEMBER 14, 2022
With the end of third-party cookies looming over an ever-shifting horizon, marketers have been scrambling to figure out how to hold onto their precious data. Server-side tracking and the cookie apocalypse. They are the reason for the demise of cookies. The so-called “cookie apocalypse” does not only impact third-party cookies.
The Demise of Third-Party Cookies in AdTech: Why Are They Being Phased Out?
Clearcode
JANUARY 26, 2023
At the center of this are third-party cookies and their demise in popular web browsers. In this article, we explain what third-party cookies are, how they work, how they are used in programmatic advertising, why they’re going away, and what the alternatives are. Table of Contents What Are Third-Party Cookies?
Cookies 73
73 
B2B Retargeting: Complete Guide to B2B Remarketing
MNTN
FEBRUARY 14, 2024
Retargeting for B2B businesses allows advertisers to keep their product or service top of mind and encourage viewers to purchase. What Is B2B Retargeting? Benefits of B2B Retargeting Business decision-makers are busy and business purchases can often need a host of approvals. B2B customers may need more time to make a purchase.
Retargeting 52
52 
11 Tips That Will Increase Your App Retargeting ROI
InMobi
JANUARY 15, 2015
Retargeting ads have become pretty common with many marketers turning to them to get more sales, engagement and installs. This also means that there are some great marketers running optimized retargeting campaigns … and then there are some that are not so great. Mobile is a little different. Mobile app purchase lifecycle via Xoriant 2.
Retargeting 52
52 
It’s Time to Unlock Audience Amplification: Share Your Insights Now!
Ad Monsters
OCTOBER 7, 2024
With publishers facing challenges like third-party cookie deprecation and declining referral traffic, they need answers right now. Take our survey to uncover new audience amplification strategies to drive revenue beyond your website. That’s why, in our new survey, we’re diving into audience amplification strategies.
Audience 52
52 
What Is Retargeting?
AdvertiseMint
NOVEMBER 15, 2023
Introduction to Retargeting Retargeting in mobile marketing is a type of digital advertising that targets users who have already interacted with a brand’s mobile app or website. Retargeting is possible because mobile devices generate a unique identifier called an Advertising ID (IDFA).
Retargeting 40
40 
Third-Party Cookies in Google Chrome: A Guide For AdTech
Clearcode
OCTOBER 21, 2024
Third-party cookies have been key to programmatic advertising, allowing advertisers to track users across sites for personalized ads. As privacy concerns grow, browsers like Safari and Firefox have blocked these cookies by default. In this article, you’ll learn about third-party cookies and their functions in Google Chrome.
Cookies 52
52 
Programmatic Advertising 101: What Is Behavioral Targeting?
Basis
MARCH 20, 2023
At the same time, the impending loss of third-party cookies in Google’s Chrome browser will change how marketers are able to use this kind of targeting in their campaigns. Looking to understand how behavioral targeting works, what benefits it offers, and what it might look like in a future without third-party cookies?
Advertising 97
97 
Mastering Retail Media Monetization: Strategies to Drive Ad Revenue and Maximize ROI
Advendio
APRIL 14, 2025
Many retailers struggle with pricing strategies, audience targeting, and proving ROI, leading to inefficiencies that limit growth. Why Retail Media Monetization Is More Than Just Selling Ad Space Retailers are no longer just selling products—they are selling high-intent audiences and valuable data insights.
ROI 52
52 
How to Make the Most of Your First-Party Data
Basis
NOVEMBER 18, 2022
Since the invention of the cookie in 1994, digital advertisers have grown dependent on third-party cookies for techniques like audience targeting, retargeting, geo-based retargeting, cross-device targeting and tracking, frequency capping, and attribution. Why should sourcing consumer data be any different?
ActionIQ Introduces Customer Experience Solution for Acquisition Marketing Powered by First-Party Data
Martech Series
OCTOBER 18, 2022
ActionIQ, the leader in customer experience (CX) solutions that deliver actionable insight from customer data, announced its CX Hub for Acquisition Marketing, a powerful solution that allows advertisers and marketers to prospect and acquire new customers in a world without third-party cookies.
Will Google’s Cookie U-Turn Reshape Marketers’ Strategies?
VideoWeek
JULY 23, 2024
Yesterday evening Google announced it is proposing a new roadmap for its Privacy Sandbox toolset – one which won’t involve the complete sunsetting of third-party cookies. Google’s initial decision to deprecate third-party cookies over four years ago had a transformative impact on the industry.
Cookies 52
52 
Publicis and ITV Partner on Audience Addressability
VideoWeek
JUNE 1, 2023
Media agency Publicis Media and UK broadcaster ITV have announced a new partnership which will enable Publicis-owned media agencies to target audiences on ITV inventory using Publicis’ own Epsilon ID. Epsilon uses these identifiers to build out audiences which are used for targeting and measurement by Publicis Media agencies.
Audience 52
52 
Cookieless Advertising for Retail and E-commerce Marketers
Basis
JANUARY 24, 2024
Retail and e-commerce advertisers have long depended on third-party cookies for audience targeting and campaign success attribution. marketers needed a way to target audiences with personalized ads for specific products and to then measure the impact of their efforts. But what exactly should those efforts look like?
Retail 102
102 
First-Party vs. Third-Party Cookies: What Marketers Need to Know
Smart-Hub
APRIL 1, 2024
Both first-party and third-party cookies are used for tracking user behavior on the Internet and allow for refining advertising strategies and delivering a more personalized user experience. In this guide, we will explain the difference between first-party and third-party cookies, explore relevant regulations, and more.
Cookies 56
56 
MarTech Interview with Amol Waishampayan, Chief Product Officer at FullThrottle
Martech Series
MARCH 2, 2023
It’s a critical best practice to OWN – and KNOW – your audience. Don’t depend on a checkbox in Facebook, Google, or a DSP where you have no idea who is behind the audience or what they do – or even where the data is coming from. Another best practice – tend to your data.
MarTech 97
97 
The New Marketing Mix: Why CMOs Are Refocusing on Owned Media Channels
Digital Ad Blog
MAY 26, 2025
This recalibration is not merely tactical; it marks a return to foundational marketing principles: clarity of message, ownership of audience, and long-term value creation. Privacy Constraints The phasing out of third-party cookies, combined with increasingly stringent global privacy laws (e.g.,
Media 59
59 
Charting The Future of Retargeting on Mobile: Q&A With Remerge’s Maria Lannon
InMobi
MARCH 14, 2022
In light of all of the changes happening around addressability, identity and privacy in mobile advertising, especially on iOS, what does the present and future of retargeting look like? Top Quotes From Maria Retargeting Explained: “Retargeting, which is what we do here at Remerge, is reengaging users through in-app advertising.
Retargeting 52
52 
Why Contextual Targeting in Digital Advertising Is Here to Stay
Basis
MARCH 14, 2024
The forthcoming “cookie-pocalypse” marks a pivotal moment in the advertising industry, as marketers grapple with a privacy-centric landscape and widespread signal loss. Essentially, it displays contextually relevant ads alongside content that is likely to appeal to a target audience. How Does Contextual Targeting Work?
Advertising 98
98 
How to provide privacy-compliant media in advertising’s post-cookie era
illumin
JANUARY 26, 2024
The alarm has been sounding for years, but the event some marketers have dreaded for years is finally upon us – the post-cookie era is here. Now, let’s be honest with ourselves – none of the AdTech media vendors on the open web are completely free from third-party cookies. Are you ready to go cookieless?
Cookies 59
59 
Six Ways to Prevent Ineffective Video Ads
Brid.tv
DECEMBER 29, 2023
Table of Contents [ hide ] How to Prevent Ineffective Video Ads Improve Audience Targeting Retargeting Change Your Method Find Reliable Analytics Avoid Low-Quality Inventory Upgrade Your Creatives Fix Your Landing Page Invest More! Improve Audience Targeting One of the reasons your video ads aren’t doing well might be poor targeting.
Video Ads 94
94 
Understanding Google’s Third-Party Cookies Phase-Out Extension
Single Grain
JANUARY 15, 2024
In an era where digital privacy is at the forefront of consumer concerns, Google’s latest move to phase out third-party cookies in Chrome has garnered significant attention. Work With Us What Are Third-Party Cookies? This initiative allows selected third-party services temporary access to third-party cookies.
Cookies 52
52 
Google May Have to Limit its Own First-Party Data Capabilities to Satisfy the CMA
VideoWeek
APRIL 29, 2024
Following Google’s announcement last week that it is pushing back full deprecation of third-party cookies within its Chrome browser to 2025, the UK’s Competition and Markets Authority (CMA) has released its quarterly update on its scrutiny over Google’s Privacy Sandbox. But the CMA has been a big influence.
Cookies 98
98 
Let's personalize your content