Marketing Dive

JUNE 5, 2025

The declining influence of cookies is forcing marketers to seek alternative methods for measuring campaign success amid increased media fragmentation. Editors picks Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies. Sign up A valid email address is required. © 2025 TechTarget, Inc.

Media 66

Media Cookies Agency Retail 66

Marketing Dive

JUNE 5, 2025

Editors picks Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies. Cookie Preferences / Do Not Sell This website is owned and operated by Informa TechTarget, part of a global network that informs, influences and connects the worlds technology buyers and sellers. or its subsidiaries.

Advertising 85

Advertising Cookies Ad Tech Retail 85

Marketing Dive

JUNE 9, 2025

By Peter Adams and Jessica Deyo • July 10, 2024 Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies. By Peter Adams and Jessica Deyo • July 10, 2024 Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies. © 2025 TechTarget, Inc.

Cookies 81

Cookies Retail Agency ROI 81

Ad Monsters

NOVEMBER 2, 2022

Ad tech was once a world dominated by cookies, but its reign is soon coming to an end. . Google keeps promising to follow suit, but now their cookie deprecation is delayed until 2024. . The CPM does not falter. Compared to third-party cookies, there is a 78% CPM gap for cookieless assets across all advertising verticals. .

Cookies 97

Cookies CPM Food Ad Tech 97

Digiday

MAY 22, 2024

Thus, the SSP could charge a higher CPM. A few terms were thrown around in the report — as well as by digital ad execs debating the impropriety — to describe the alleged misbehavior, including “cookie stuffing,” “ID mis-matching,” “ID spoofing” and “ID stuffing.”

CPM 94

CPM Cookies Affiliates Impressions 94

PubMatic

OCTOBER 5, 2023

Don’t leave your holiday cookies out past December – With Google set to start deprecating third-party cookies in Q1 2024, now is a great time to get ahead of the impending cookieless future by embracing alternative IDs. Deck your halls with PMPs – We do the heavy lifting so you can focus on other areas of your business.

CPM 119

CPM Cookies Ad Inventory Video Ads 119

Marketing Dive

JUNE 12, 2025

Santiago via Getty Images Cookies get another stay of execution — but have marketers already moved on? Marketers shouldn’t cancel their post-cookie plans, especially as Google faces antitrust action, the possibility of a nationwide data privacy law and its own shifting priorities. 3, 2024 Michael M. 3, 2024 Michael M.

Cookies 60

Cookies ROI Retail Agency 60

Marketing Dive

JUNE 9, 2025

In April, it acquired data collaboration platform InfoSum to further evolve its capabilities beyond legacy identity solutions built on technology like cookies. In an attempt to turn its fortunes around, WPP has enacted some dramatic moves of late. Earlier this month, it formally rebranded GroupM, its media investment arm, to WPP Media.

Agency 64

Agency Cookies Retail ROI 64

Marketing Dive

JUNE 12, 2025

Santiago via Getty Images Cookies get another stay of execution — but have marketers already moved on? Marketers shouldn’t cancel their post-cookie plans, especially as Google faces antitrust action, the possibility of a nationwide data privacy law and its own shifting priorities. 3, 2024 Michael M. 3, 2024 Michael M.

Cookies 60

Cookies Pop-Up ROI Retail 60

AdExchanger

MARCH 3, 2024

The advertising industry has reached a critical juncture with cookie deprecation testing in Chrome. Google’s Privacy Sandbox aims to reduce cross-site and cross-app tracking while keeping online content and services free for all. Sounds idealistic – because it is.

Cookies 138

Cookies Advertising CPM Viewability 138

AdExchanger

JANUARY 17, 2024

Google phased out third-party cookies for 1% of Chrome traffic all of two weeks ago. So, is everything different yet? Some early results are trickling in, with publisher ad network Raptive reporting findings from week-one test campaigns of the 1% cookieless audience. But these early results should be taken with a grain of salt.

Cookies 139

Cookies Ad network Audience CPM 139

Ad Monsters

FEBRUARY 25, 2023

Switch the Bidding Model to CPC RTB auctions are initially based on CPM pricing. Supply-side platforms that don’t sell traffic via CPC will still have to convert prices into CPM, causing budget leaks and discrepancies. Although with little effort, media buyers can provide them with a lower CTA while still bidding by CPM.

CPC 111

CPC Demand Side Platform CPM Media 111

Marketing Dive

JUNE 12, 2025

Cookie Preferences / Do Not Sell This website is owned and operated by Informa TechTarget, part of a global network that informs, influences and connects the worlds technology buyers and sellers. By Peter Adams, Jessica Deyo, Sara Karlovitch and Chris Kelly • Dec. © 2025 TechTarget, Inc. or its subsidiaries. All rights reserved.

Entertainment 92

Entertainment ROI Agency Retail 92

Marketing Dive

JUNE 9, 2025

Cookie Preferences / Do Not Sell This website is owned and operated by Informa TechTarget, part of a global network that informs, influences and connects the worlds technology buyers and sellers. © 2025 TechTarget, Inc. or its subsidiaries. All rights reserved.

Retail 94

Retail Agency ROI Ad Tech 94

Basis

DECEMBER 6, 2022

Cookie Free. As marketers prepare for the eventual demise of third-party cookies , contextual targeting offers a tried-and-tested, cookie-free solution that brands can ( and should! This targeting tactic can also offset the higher data fees that come with first- and third-party data. Reach Niche Audiences.

Cookies 97

Cookies CPC CPM Viewability 97

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. Of those cookieless solutions, contextual might not be the shiniest one: It’s been around for a while and, candidly, it’s kind of boring. How Does Contextual Targeting Work?

Advertising 98

Advertising Cookies CPM Retargeting 98

Marketing Dive

JUNE 4, 2025

Cookie Preferences / Do Not Sell This website is owned and operated by Informa TechTarget, part of a global network that informs, influences and connects the worlds technology buyers and sellers. By Chris Kelly • Dec. © 2025 TechTarget, Inc. or its subsidiaries. All rights reserved.

Pop-Up 75

Pop-Up Retail Agency ROI 75

Marketing Dive

JUNE 5, 2025

Cookie Preferences / Do Not Sell This website is owned and operated by Informa TechTarget, part of a global network that informs, influences and connects the worlds technology buyers and sellers. By Chris Kelly • Dec. © 2025 TechTarget, Inc. or its subsidiaries. All rights reserved.

Agency 71

Agency Retail ROI Ad Tech 71

Marketing Dive

JUNE 3, 2025

By Peter Adams and Jessica Deyo • July 10, 2024 Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies. By Peter Adams and Jessica Deyo • July 10, 2024 Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies. © 2025 TechTarget, Inc.

Cookies 52

Cookies Agency Retail ROI 52

Mediavine

FEBRUARY 8, 2024

We do this by analyzing eCPM , which takes into account fill rate , and CPM, by calendar day. Advertising trends have followed familiar patterns for years, but we’ve also seen plenty of deviations, and expect more as we move into a post-cookie world. Also, there is the unpredictability of third-party cookie deprecation.

Cookies 84

Cookies Fill rate CPM Advertising 84

Monetize More

JULY 19, 2022

One of the significant challenges faced is cookie mismatch or cookie syncing latency. The majority of advertisers rely on cookies to target their intended customers which enables them to laser target their audience and maximize the ROI of their advertising campaigns.

Header Bidding 98

Header Bidding Ad Server Cookies Ad Inventory 98

Marketing Dive

JUNE 16, 2025

It helps brands build more complete audience profiles, extend reach and resolve identities in a fragmented ecosystem—especially as traditional identifiers like third-party cookies decline in relevance. © 2025 TechTarget, Inc. or its subsidiaries. All rights reserved.

Retail 59

Retail Ad Tech ROI Agency 59

Marketing Dive

JUNE 16, 2025

Editors picks Justin Sullivan via Getty Images Deep Dive What’s next as Google keeps cookies amid challenges to its dominance The decision to not move forward with an opt-out option arose out of an “evolution” of the industry and regulatory environments, said a Google official. You can unsubscribe at anytime. or its subsidiaries.

Retail 48

Retail Media Ad Tech Cookies 48

PubMatic

APRIL 2, 2023

Consider: Open Market Media Buy In an open market programmatic buy, advertisers aim to reach their target audience for a set CPM. As the ecosystem has shifted away from cookies and other identifiers, the buy side has been feeling the impact in terms of audience matching capabilities.

Ad Tech 103

Ad Tech Retail CPM Audience 103

Monetize More

JULY 8, 2022

Better Reporting Transparency with access to auction performance data, impressions, earnings per demand partner, bid CPM prices, winning CPM prices, etc. Improved transparency which leads to increased CPMs. More scope for remarketing cookie matches to acquire the highest paying CPM rates.

Header Bidding 80

Header Bidding Fill rate Ad Server CPM 80

Basis

MARCH 22, 2023

And as ad targeting restrictions based on consumer privacy begin taking effect (on top of Google deprecating third-party cookies in Chrome in 2024), common tactics to identify voters could be constrained. Overall, there was a 40% rise in average CPMs between January and November 2022.

Advertising 98

Advertising Impressions CPM Cookies 98

Digiday

JULY 27, 2022

Businesses on the brink The post-cookie identity picture is a freeze frame Digiday experiments with NFTs Media execs prep for recession, layoffs at Vox Media, The Washington Post reinforces its return-to-office policy and more. lower than the average CPM the same week in 2021. The post-cookie identity picture is a freeze frame.

Media 68

Media Cookies CPM Pop-Up 68

Martech

APRIL 27, 2022

This expanding digital ecosystem, combined with the proliferation of consumer and marketing data and the impending loss of third-party cookies, requires that marketers have a proactive marketing analytics strategy. Paid ad campaign metrics : Ad views, clicks, CTR, CPM, CPC, conversions, conversion rate, CPL, and overall performance.

Marketing 132

Marketing CPL Machine Learning CPC 132

Basis

JANUARY 24, 2023

Let’s start with the automation part: For a programmatic guaranteed buy, advertisers may get to sync their data management platform (DMP) with the publisher’s DMP in order to access specific publisher audiences that they want to target via device ID or third-party cookie match.

Impressions 98

Impressions CPM Data Management Platform Communications 98

Brid.tv

DECEMBER 20, 2022

CPM CPC CPA CPI How Much Money Can You Earn From In-App Advertising? It Allows for Better Targeting — Unlike websites, which use cookies to track user activities, apps use device IDs. CPM , also known as cost per mille , is a pricing system that measures the cost of an ad for every 1,000 views it gets.

Advertising 75

Advertising CPM Mobile Ads Banner 75

Automatad Inc.

MARCH 20, 2024

CPM is still the popular pricing model used in digital advertising. Suggested reading: vCPM vs CPM: The Critical Factor Publishers Have to Know Why Should You Care about vCPM? Why Is the vCPM Pricing Model Better than the CPM Model? CPM and vCPM coexist in today’s programmatic advertising.

Viewability 52

Viewability CPM Impressions Fill rate 52

Automatad Inc.

MARCH 20, 2024

CPM is still the popular pricing model used in digital advertising. Suggested reading: vCPM vs CPM: The Critical Factor Publishers Have to Know Why Should You Care about vCPM? Why is the vCPM pricing model better than the CPM model? CPM and vCPM coexist in today’s programmatic advertising.

Viewability 52

Viewability CPM Impressions Fill rate 52

Digiday

NOVEMBER 22, 2022

With so much change in the last two years around signal deprecation — the endlessly looming demise of third-party cookies, Apple’s privacy moves that kneecapped its walled garden rivals — is this a moment in marketing history when publishers can finally make up some ground on their bigger social platform competition?

Advertising 69

Advertising Cookies CPM Shipping 69

YieldBird

NOVEMBER 10, 2023

Focus on high-quality, engaging ad formats to attract more advertisers and increase your CPM. Enhance Targeting Strategy In the quest for higher CPMs, publishers must align their inventory with advertisers’ needs.

Viewability 98

Viewability Impressions CPM Conversion Rate 98

Mediavine

JUNE 17, 2024

Looking back at the 2020 election, we saw average CPM increases of around 8% for those publishers who opted into political advertising. In a time of uncertainty regarding Google Search updates and third party cookie deprecation, it feels like the digital advertising industry is in a state of flux.

Advertising 97

Advertising CPM Cookies Ad Targeting 97

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. Of those cookieless solutions, contextual might not be the shiniest one: It’s been around for a while and, candidly, it’s kind of boring. How Does Contextual Targeting Work?

Advertising 52

Advertising Cookies CPM Retargeting 52

Digiday

JUNE 8, 2022

Identity technologies are the backbone of programmatic advertising, which has been dependent on tracking user data and third-party cookies for decades. In fact, most non-premium publishers depend on ad targeting through third-party cookies for over 80% of their ad revenue. Does this solution use third-party cookie data?

First-Party Cookies 69

First-Party Cookies Cookies Header Bidding Ad Tech 69