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Privacy Sandbox: What’s Wrong With Video?
You all know about the back and forth this past month that started with the extensive report the IAB Tech Lab released criticizing Google’s Privacy Sandbox. Though in all the summaries and hot-takes, video still hasn’t been getting enough attention and it’s an area that needs the most work ahead of the Q3 deadline.
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Behind the News
Spotlight on Census Data for Audience Development & Insights, a Cookie-Free Approach
Every country collects data on its citizens, including the number of household members, presence of children, household income and education levels, age, race, marital status, neighborhood characteristics, etc. This data can be useful to publishers who want to tell better stories about their readers and to marketers who want a cookie-free alternative to targeting.
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Can Privacy and Performance Co-Exist Within the Privacy Sandbox?
The digital advertising landscape is undergoing a monumental shift towards privacy-first practices, underscored by the Privacy Sandbox initiative and the critical findings from the “IAB Tech Lab’s Privacy Sandbox: Fit Gap Analysis for Digital Advertising.” It paints a picture of an industry at a crossroads, facing the challenge of reimagining traditional targeting and measurement strategies to embrace innovation, collaboration, and adaptability.
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Enabling Data Collaboration as Cookies Crumble: An AdMonsters Q&A With Lotame’s Alexandra Theriault
With the decline of third-party cookies, data collaboration platforms might be the industry’s answer to improving data’s value. In this Q&A, Alexandra Theriault, Chief Growth Officer, Spherical at Lotame, shares how organizations can leverage data collaboration to access, analyze, and activate data. The tech company recently expanded the offerings for its end-to-end data collaboration platform, Spherical, to allow marketers and media owners to advance the potential of first-party data.
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Cracking the Code: Strategies to Thrive in a Shifting Media Landscape
As new platforms emerge and the lines between CTV, linear and digital continue to blur, advertisers have no shortage of ways to reach consumers – but are they doing so effectively? With a crowded space and elusive viewers bouncing between screens, marketers need to cut through the noise and focus on what really matters in 2024.
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What are the Best Practices for Using Alternative IDs?
As the industry moves away from the use of third-party tracking cookies, there are several solutions taking shape to help target users while keeping their information secure. One of those solutions is alt IDs, which tend to befuddle even the most seasoned players. The most important thing right now in trying to solve the alt ID problem is not to recreate the cookie problem.
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Google Responds to the IAB Tech Lab’s Scathing Privacy Sandbox Report: “It’s Full of Inaccuracies”
Last week, the IAB Tech Lab released a comprehensive report detailing the challenges of Google’s Privacy Sandbox. In response, Google thanked the IAB Tech Lab for showcasing their perspective but asserted that their “analysis contains many misunderstandings and inaccuracies, which we consider important to correct in order to provide accurate information to the ecosystem.”
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Balancing Act: Navigating the Shift From Third-Party Cookies to First-Party Data Strategies
Many publishers have taken the wait-and-see approach since Google announced third-party cookie deprecation on Chrome. Fortunately, publishers haven’t been content to sit on the sidelines. They have been actively exploring ways to use their first-party data to create audience segments for targeting, measurement, and attribution. But are they using the data correctly?
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Embracing the Cookieless Future: Publishers’ Opportunity to Take Control
With the third-party cookie deprecation, there’s an opportunity for pubs to regain control of the advertising ecosystem, says Keith Petri, CEO, lockr. By building solid data strategies, based on ethical privacy-safe collection methods, and stopping data leakage, publishers can monetize audiences through direct pathways and emerge victorious.
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Behind the News
Digital Advertising Needs a New Class of Cookies
The IAB Tech Lab issued a report expressing significant concerns about Google’s Privacy Sandbox. To some in the industry, such as Uri Lichter, CEO at Intango, the problem is that the notion of third-party cookies is too broad. The industry needs to come together to develop a new class of cookies that help the advertising business function properly and ones that browsers don’t ban.
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