Google Pledges Not To Kill Third-Party Cookies Without The UK Competition Watchdog’s Say-So

<!– –> Forget about asking for permission to collect cookies. Google will have to ask for permission to not collect them. On Friday, the UK’s competition regulator – the Competition and Markets Authority (CMA) – announced that Google has agreed to address concerns about its plan to remove third-party cookies from Chrome. The compromise comes following a joint investigation launched in early January into the Chrome Privacy Sandbox proposals by the CMA and the Information Commissioner’s Office (ICO), the UK’s data protection regulator. Collaboration between competition and data protection watchdogs was…

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The Big Story: The End Of IP Address Targeting

<!– –> IP address is a tell for several things, namely a user’s location – and it can be used to triangulate identity via fingerprinting. But soon that will no longer be the case, at least not in Apple’s ecosystem. Apple raised the privacy bar at its Worldwide Developer Conference on Monday, and IP address was in the crosshairs. Starting later this year, Apple said it plans to nix pixels in its Mail app and block IP addresses in Safari. Apple also introduced a VPN-like feature that makes it impossible…

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Google’s LAT-Like Update On Android Augers Bigger Privacy Moves To Come

Google is making it more difficult for advertisers to track users on Android – but, unlike Apple, it’s not going for the nuclear option. At least not yet. On Tuesday, Google alerted developers about its plan to completely obfuscate the Android advertising ID of users that choose to opt out of tracking and personalized advertising. Today, even when people do opt out, they’re still associated with an ad ID when they open an app. But starting later this year, Google will display only a string of zeros, rather than the ID…

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The Privacy Tech Vendor Landscape Exploded In 2021

When the International Association of Privacy Professionals (IAPP) started analyzing the privacy tech vendor landscape in 2016, there were 44 vendors on the scene. This year, that number reached more than 350. “We really started noticing it after GDPR was passed in the EU, during that two-year ramp-up period before it went into effect in 2018,” said Jedidiah Bracy, editorial director of the IAPP, which publishes an annual report tracking the growth of the privacy technology marketplace. In the past three years – the General Data Protection Regulation celebrated its…

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AdGear Founders Raise $3.6 Million For New Data Privacy Venture

The founders of AdGear – a Canadian DSP and ad server acquired by Samsung Ads in 2016 – raised $3.6 million in seed funding to build a SaaS data connectivity platform called Optable. Optable uses specialized algorithms that ensure the secure transmission of encrypted audience data. The cryptographic technology allows for decentralized and secure data collaboration. Marketers and publishers could use the technology for both activation and measurement use cases. The tech is not built on blockchain, although it uses similar protocols, Optable CPO Vlad Stesin said. Optable is launching…

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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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Apple Is Expanding Its Ad Business On The Cusp Of ATT Enforcement (Yep, You Read That Right)

<!– –> Eric Seufert summed it up on Twitter: “Quelle surprise!” Sources tell the Financial Times that Apple plans to expand its App Store business with a new ad slot appearing in the “Suggested” apps section of the store’s search page. This would give advertisers the opportunity to reach potential users before they actually search for something. Apple already allows advertisers to target users based on keyword searches in the App Store. Testing is said to be finished on the new slot and Apple will reportedly launch it next week…

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IOS 14.5 – And ATT Enforcement – Is Finally Coming Next Week

UPDATE: 6:15 p.m. ET And so speaketh Apple. Sort of. In a brief blog post published on Tuesday, Apple appears to finally share a specific date for AppTrackingTransparency enforcement: April 26. In the post, Apple notes that its ATT framework will be required for all apps beginning with the upcoming public release of iOS 14.5, iPadOS 14.5 and tvOS 14.5. Sounds simple enough. But those hoping for clarity have come to the wrong place. As Alex Bauer, head of product marketing at Branch, pointed out, it’s still not obvious from…

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Apple Could Start Enforcing ATT To Coincide With Its Hardware Event This Week

<!– –> Rumors are flying that Apple will finally (finally!) rip off the IDFA band-aid and release iOS 14.5 in tandem with its “Spring Loaded” product event scheduled for tomorrow. Always buttoned up, Apple didn’t announce an agenda, of course. The consensus is that the event will be mainly a showcase for flashy new hardware, like iPads with an upgraded camera, a redesigned iMac and the third generation of Apple Pencil. But ad industry watchers are placing their bets on whether Tuesday will also be the day that Apple starts…

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IAB’s Randy Rothenberg, Author Tim Hwang, Spar Over Privacy And Digital Advertising

How to manage the tradeoff between personalized advertising and privacy is a familiar debate. Whether personalized advertising – or advertising, full stop – works is a less common direction. But in a debate organized by Facebook (surprise!) between IAB CEO Randall Rothenberg and “Subprime Attention Crisis” author Tim Hwang, Hwang challenged the widely accepted notion that data-driven advertising works. “We may be in an industry-wide situation where correlation is confused with causation,” Hwang said, a point-of-view influenced by researcher Nico Neumann. “For all this machine learning and AI-driven targeting we’re…

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