3 Ways Marketers Can Future-Proof Their Media Strategies In The Cookieless Landscape

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nancy Smith, President and CEO of Analytic Partners. While Google’s delayed plan to end the third-party cookie gives advertisers a sense of relief, data deprecation will still continue. The Google delay shouldn’t be considered a time to breathe a sigh of relief, but rather an opportunity to take advantage of the most valuable resource: time. Marketers are still wrapping their heads around alternatives for tracking,…

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Gartner’s Ad Spend Survey At Odds With Agency Consensus; Captify Finds A Buyer

<!– –> Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Boom Or Bust?  New forecasts from Dentsu, WARC and others indicate the ad business is in for a boom year in 2021. GroupM projects the US ad market to grow by 15%, and global growth forecasts range from 6.4% (Magna) up to 10.4% (Dentsu). So what to make of Gartner’s latest CMO Spend Survey, covered by The Wall Street Journal, which suggests marketers are dramatically reducing their investments? The survey of 400 companies found budgets fell from…

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AdExchanger Research: The Ad Industry Grapples With Angst – And Feels Some Hope – As The Privacy And Identity Landscape Shifts Underfoot

AdExchanger’s 2021 Identity Special Report takes the pulse of leading digital marketing executives on identity, privacy and the end of third-party cookies.  Here’s a snippet: The digital marketing industry is experiencing a period of transformational change. Third-party cookies, already blocked by default on Safari and Firefox, are being phased out by Chrome, the world’s most penetrated browser. But the industry is divided as to whether the new solutions that are emerging to replace this core building block of digital advertising will actually improve consumer privacy. Meanwhile, the identity picture is…

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Comic: Cookiepocalypse Bunker

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

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Ranker One Step Ahead Of A Cookieless Future With First-Party Data

“The Sell Sider” is a column written by the sell side of the digital media community. Google announced last week that it was delaying the phaseout of third-party cookies by nearly two years. But instead of dragging their feet to prepare for the inevitable, there’s another reason why advertisers should move away from third-party cookies sooner than they have to: The data is unreliable. “We all know that it’s kind of garbage,” said Dana OMalley, national VP of sales at entertainment website Ranker. Even at tech giants like Google, ad…

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The Online Advertising Industry Reacts To Chrome’s Cookie Deprecation Delay

Following Google’s announcement on Thursday that Chrome would be delaying its third-party cookie phaseout by almost two years, the overwhelming sentiment across the industry is … relief. Though agency, ad tech and programmatic publisher execs spun confident stories about plans for digital advertising without third-party cookies, that reality was more like a train rushing along an unfinished track, and everyone knew it would end in disaster – at least in terms of ad rates and performance – without such a reprieve. By early next year, Google’s Privacy Sandbox, where developers…

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The Big Story: Google’s Third-Party Cookie Extension

<!– –>  The teacher just gave the class an extension on a hard, confusing assignment. Third-party cookies won’t go away in Google Chrome until the end of 2023, a delay of nearly two years. Google said the decision would allow its Privacy Sandbox proposals to move further along. Currently, only three of more than 30 are in origin trials. What does this reprieve mean for everyone in ad tech, brands, and publishers? We talk about our initial reactions on this episode of The Big Story. Next, we talk about Amazon’s…

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Group Nine Leaning Into First-Party Data With New Insights Tool

Group Nine Media, which publishes Thrillist, NowThis, The Dodo, Seeker and PopSugar, launched a first-party data solution called “In-GeNuity” earlier this month in response to the coming disappearance of third-party cookies. The product matches brands with users based on content preferences – such as  bringing together pizza lovers and a pizza delivery service. “We can say, here’s a segment of Papa John’s, here’s everybody that watched 30 seconds of a Thrillist pizza video over the last six months and we think that they’re a better audience to download your app,”…

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Mobile Ad Blocking On The Rise; Meredith Sells Its Local TV Stations For $2.7 Billion

<!– –> Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Chocka-ad-blocker While everyone is freaking about the phaseout of third parties cookies and low IDFA opt-in rates, don’t forget – an estimated 40% of US adults already block online ads on PCs or phones. According to new data from Blockthrough reported by CNET, ad blocking is surging as millions seek more privacy, better security and, frankly, less annoyance. Although the number of people using ad blocking has remained mostly flat on PCs, it’s a totally different story on…

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EU’s Margrethe Vestager Confirms That Google’s Planned Removal Of Third-Party Cookies Is An Antitrust Concern

<!– –> The European Commission verified in writing on Friday that Google’s use of data to fuel its ad tech business is a focus of its ongoing antitrust investigation. And here’s the kicker: “Google’s proposals to deprecate third-party cookies are within the scope.” As Brussels-based journalist Alexander Fanta highlighted on Twitter, this could mean by extension that Google’s FLoC proposal is also part of the Commission’s probe. If so, the same might be true for the other proposals in the Chrome Privacy Sandbox. More trouble for Google in Europe: The…

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