2 Years, 2 Imperatives: How to Focus Efforts During the Cookieless Delay
Following an article from Eyeota’s Rob Armstrong, written shortly after Google announced a delay to the termination of cookies on Chrome, Kristina Prokop, CEO and co-founder, Eyeota, explains why brands should implement cohort-based onboarding as part of a data-agnostic strategy in the now extended run-up to the post-cookie era. A lot of ad industry players—ad tech providers, publishers and advertisers alike—breathed a sigh of relief upon Google’s announcement that it would be delaying Chrome’s removal of third-party cookies by two years. [...]
"Contextual Will Keep Developing": Q&A with Seedtag's Albert Nieto and Jorge Poyatos
In this Q&A, Seedtag co-founders Albert Nieto and Jorge Poyatos discuss their company’s progress over the past year, and give an overview of what the future may hold for contextual targeting in the wake of Google’s cookie deprecation extension. Following a turbulent 2020, we seem to now be finally stepping away from COVID-19. How did the pandemic impact Seedtag? And what has the organisation learned from the last 18 months? Albert Nieto (AN): It has been a very important year for us [...]
The Expanded Role of Cohort-Based Onboarding in the Future of Marketing
In this article, Rob Armstrong, VP of product at Eyeota, outlines the benefits of cohort-based targeting, and explains the role this method will play for marketers in the post-cookie era. The ongoing shift to a privacy-first digital world means that marketers are having to think differently about their data. And that’s a good thing. As brands and agencies look to bridge the gap that the loss of third-party cookies will leave in their existing data-driven marketing plans, they’re simultaneously awakening to [...]
Google Delays Third-Party Cookie Deprecation: Industry Reaction
Following last week’s announcement from Google that it will delay the final phasing out of the third-party cookie on its Chrome browser to late 2023, ExchangeWire speaks to professionals across the ad tech ecosystem for their initial reaction on the deprecation of the identifier. Consumer viewpoint is clear This news appears to have been met with a huge sigh of relief from the advertising industry, as well as Wall St where the share prices of major DSPs and SSPs saw big spikes. The [...]
Why Lukewarm Responses to Apple’s Privacy Shift Shouldn’t Stop Preparations for a Future Without Third-Party Cookies
In this article, Asher Gordon, head of media at Tug explores how the industry is preparing for the post-cookie era, and sets out what brands can do to ensure that they’re ready for this monumental infrastructural shift. After months of hype, Apple’s iOS 14.5 update went live with surprisingly little fanfare. The long-awaited privacy features have arrived: now, users will be asked whether they want to opt in or out of in-app ad tracking. Some leading players have even started adjusting [...]
Proving the Effectiveness of Contextual for a Cookieless World
In this article, Caroline Hugonenc, global VP insights and research at Teads, outlines why marketers should consider making contextual targeting their prime strategy as they prepare for life after third-party cookies. Data privacy has been top of the agenda for most companies in the last few years, even gaining national coverage, with consumers becoming more aware of how their data is being used. Whether it’s the Netflix documentary The Social Dilemma, or Apple’s latest updates, privacy is now an international talking [...]
Machine Learning in Cookieless Solutions: Q&A with Simon Halstead, Verizon Media
In this exclusive interview, ExchangeWire speaks to Simon Halstead, Vice President Exchange and Supply International, Verizon Media, to discuss how machine learning can be applied to contextual solutions to provide reach and scale in cookieless environments. What are the key opportunities available for publishers and buyers in the new cookieless environment? How do next-generation identity providers help these players realise these opportunities? Cookies did a lot of things, so moving beyond the current use of cookies for publishers and buyers is going [...]
First-Party Data and Post-Cookie Solutions – Q&A with OMD’s Monty Weber
In this exclusive Q&A, Monty Weber (pictured below), global digital lead at OMD and Wires 2021 judge, evaluates the industry’s readiness for the post-cookie era, and shares his thoughts on some of the most prominent alternative targeting solutions. Has ad land really got to grips with implementing post-cookie strategies? I’d say it has got to grips with planning to implement post-cookie solutions. There are a lot of theoretical cases in the market at the minute and fewer practical examples of where “post-cookie” [...]
Pinterest and Shopify Extend Partnership; DoubleVerify Go Public
In today’s ExchangeWire news digest: Pinterest and Shopify extend their partnership to another 27 countries; DoubleVerify see shares rise after going public; and HBO Max gain nearly 3 million new subscribers in Q1 as AT&T beat financial estimates. Pinterest and Shopify take their partnership global Content curation platform Pinterest have expanded their partnership with growing ecommerce challenger Shopify. Having already worked together within their respective home nations (the US and Canada), the two companies are now set to bring their unified Shopify [...]
LinkedIn Build a Clubhouse Rival; TikTok Make Personalised Ads Compulsory
In today’s ExchangeWire news digest: LinkedIn confirm plans to build an audio-only social feature into their platform; TikTok announce that users will be unable to opt-out of receiving personalised ads from mid-April; and deal-making and impression generation on advanced TV make a strong recovery after COVID-19. LinkedIn confirm plans for Clubhouse rival Corporate social networking platform LinkedIn have confirmed that they are currently developing an audio-only social offering. The announcement puts the company alongside fellow socials Facebook and Twitter, who have both [...]
