Month: July 2024

Google’s announcement on Monday that, on second (or third) thought, it won’t kill third-party cookies in Chrome after all has left the industry grappling with a slate of unanswered questions. Google now says it will introduce new browser-level controls so users can opt in to cookie tracking – or not. But nobody, not even inside […]

The post The Google Chrome Cookie Pivot Has The Industry Wary Of Another ATT-Esque Upheaval appeared first on AdExchanger.

Keep the cookies; hold for consent. We unpack Google’s reversal on third-party cookies and what it means for the ad industry, which was preparing for a cookieless future.

The post The Third-Party Cookie Pardon appeared first on AdExchanger.

Just days after Google scrapped plans to do away with cookies, Havas Media Network this morning disclosed results of a “landmark cookieless test” demonstrating 100% target audience reach.

Bing, DuckDuckGo, Mojeek and other search engines are no longer indexing and serving up full Reddit results as the company rethinks its business model.

Philip Inghelbrecht, CEO, co-founder, Tatari

Programmatic and DSP technologies have redefined digital advertising and upended a historic direct sales model that closely linked brands, their media agencies and publishers. Reliance on demand-side platforms and the need to reach consumers across a fractured TV landscape are happening simultaneously, but these two forces are often at odds.

The DSP has become a must-have tool, allowing brands to emphasize audience targets and execute digital campaigns automatically and efficiently. While DSPs are remarkable tools for executing digital media campaigns, they don’t seamlessly translate to TV and provide the same functionality in that environment. As such, DSPs may never fully be part of TV advertising’s future because of limited transparency, reach and scale, among other factors. 

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Phones are supported well beyond their average ownership lifetime. In stark contrast, automakers are struggling to work out how long their “smartphones on wheels” can be kept on the road.

The business aims to support publishers and give advertisers better targeting signals in new contextual categories for CTV, with help from launch partner Peer39 and Magnite.

One major change is a new guideline that looks to amass viewing over a four-week period rather than a single telecast or a small number of telecasts.