Ad Tech
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Data-Driven Thinking
The Cookie Conundrum Proves Google Couldn’t Collaborate In The Sandbox
After years of delayed deadlines, Google has finally put third-party cookie deprecation to rest. Last Monday’s announcement begets a slew of industry questions about the implementation and impact of Google’s proposal for the user opt-in mechanism, and only time will tell when they will be answered. One thing is clear, however: Google is acknowledging its […]
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CTV Roundup
CTV Is One Of The Fastest-Growing Channels On Viant’s Platform – But There’s Still Value In Linear
I recently caught up with Viant co-founders Tim (CEO) and Chris (COO) Vanderhook – or, as I like to think of them, The Brothers Vanderhook – to get an update on their business. During Q1 this year, Viant reported that streaming audio and CTV combined represented more than half of the total ad spend on […]
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The Big Story
The Third-Party Cookie Pardon
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.
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Marketers
The FTC Orders Companies To Disclose Info On “Surveillance Pricing”
President Joe Biden is out of the race. And FTC Chair Lina Khan isn’t slowing down at all. “Sure,” you say. “But why is that relevant to the AdExchanger Commerce Media newsletter?” Because Khan, an aggressive antitrust enforcer, is ordering data from eight companies, which she describes as a “shadowy ecosystem of pricing middlemen,” in […]
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Data-Driven Thinking
How The Aftermath Of Apple’s ATT Prepares Us For User Choice In Chrome
When Google announced its plan to remove cookies from Chrome, whispers of an apocalypse echoed across the ad industry. Many feared this change would disrupt the $120 billion in ad spending that currently relies on cookies. Words like “demise” and “unprecedented” appeared in headlines. And then Google surprised us with its latest announcement: Cookies are […]
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Online Advertising
Alphabet Earnings Earn A Shrug From Investors, But Nobody Else Can Keep Up
Alphabet is so big that, even when it’s growing slowly, it’s still outpacing competitors.
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Data-Driven Thinking
Google Backpedaling On Its Cookie Phaseout Isn’t An Excuse For Complacency
Google has hit the brakes on its plan to eliminate third-party cookies. Instead of phasing out third-party cookies by default, Google now says it will offer Chrome users new privacy controls, allowing them to opt into or out of cookie tracking at the browser level in a more straightforward way. But the industry shouldn’t let […]
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Online Advertising
What Does Google’s Plan To Keep Cookies Mean For Its Relationship With Regulators?
Google appears to have thrown regulators for a loop with its surprise announcement on Monday that it no longer plans to deprecate third-party cookies in Chrome. The UK’s Competition and Markets Authority (CMA) said it will delay publication of its planned quarterly report on the Chrome Privacy Sandbox as it evaluates the situation. The next […]
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Marketers
Bacardi Takes A Sober And Serious Approach To Customer Data Collection
Bacardi doesn’t have a digital marketing strategy, per se. And that’s because digital is the rum brand’s marketing strategy, said Laila Mignoni, Bacardi’s global VP of marketing and creative excellence. “We still buy TV, of course, mostly around live sports,” Mignoni told AdExchanger, “but digital is in everything we do; it’s the majority of our media […]
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Data-Driven Thinking
How Can ID Bridging – The Foundation Of Our Space – Suddenly Be a Bad Thing?
The controversy regarding ID bridging in the bidstream can only be one of two things: confusion over how the ecosystem has evolved or overvigilance at the expense of publishers who are under attack like never before. The concept of ID bridging has long been the foundation of programmatic advertising. What is cookie matching but an […]
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