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As we know, Google Chrome has started getting rid of third-party cookies for a small number of users, which is a big deal for online advertising. Instead of relying on these cookies, they're using new technologies like the Topics API, Protected Audience API, and Attribution Reporting API from Google's Privacy Sandbox. From Adapex's parent company DATRIX | AI solutions Group, we share Filippo Trocca's article "At the Digital Crossroads: The Post-Cookie Era and the Future of Online Advertising", which sheds light on the changes we need to create to balance privacy concerns with advertisers' needs for targeting ads and measuring their success. Read the full article here 👉🏻 https://lnkd.in/g3kJZ-bF? #dataanalytics #cookielessfuture #innovation #technews #techcommunity #dataanalysis #publishers Debra Fleenor Joanie B. Brandon Hope Katie Popa Doina Josan   Ines Moroni Matteo Porcu Laura Gaffney Fabrizio Milano d'Aragona Pierluigi Vacca Paolo Dello Vicario Luca Filigheddu Raja R. Matteo Bregonzio, PhD Federica Neri Roberto Brenner Lonnie Horsey

More juice on 3rd party cookie deprecation! The Protected Audience API of Google Privacy Sandbox - makes the browser the tight controller of audience driven ad serving in the post cookie world covering 1. Audience management function like targeted advertising/ 2. Auction management 3. Measurement of key metrics like impressions and clicks 4. Creative management 5. Ad rendering, and 6. phew interoperability for collaboration among supply chain partners. The IAB Tech Lab in its latest paper "Privacy Sandbox Fit Gap analysis for Digital Advertising " mentions that the APIs do not support multi-touch attribution, measuring bot impressions, and fluid audience modification across domains. Let's face it, browser driven functionality is dramatically efficient. Some players in the measurement ecosystem like Doubleverify like their name suggests are like digital clerks who grow through a pile of papers to give some stamp. Good distribution of verification tech does not mean good tech or effective tech. While browser-controlled ads is efficient, Google's utilization of the browser as a control point for the entire ecosystem. Decoupling of browser owner and user privacy will become critical and hope the UK CMA investigates it. My view is that the industry will need an equivalent of the Open Measurement SDK applied to the browser that Google must be mandated to support. This will be either 'consortiumized' second party or 'first party' so that the publisher gains back control on how he wants to mediate yet respectful of privacy. #google #adtech #privacysandbox #data #cookielessfuture

What's wrong with tasty tasty cookies? They'll kill you, that's what. It may not be today, or even tomorrow, but ultimately, what advertisers know about you determines your economic value and when they're done with you they'll spit you out. There's always something else tasty to chew on that does the same thing as cookies (ad targeting), but someday, somewhere, in a distant galaxy, people will decide whether to share their data. Meanwhile, Google will continue to get fat. Google Won't Kill the Cookie. Here Are the Winners and Losers https://bit.ly/4d3DHmv #AdTech #PrivacyMatters #DataEconomy

📉 With growing privacy concerns, consumers are pushing for the demise of third-party cookies 🍪. The digital marketing landscape is shifting as industry experts weigh in: 🔍 Emphasis on First-Party Data: Marketers are shifting towards collecting first-party data to personalize advertising while respecting privacy concerns. 🔒 Adoption of Privacy-Centric Technologies: Google’s Privacy Sandbox and other solutions are being embraced as alternatives to third-party cookies, prioritizing effective targeting without compromising user privacy. 🤖 AI and Contextual Advertising: AI-driven strategies and contextual advertising are gaining traction for delivering relevant ads without invading privacy. 🚀 Challenges and Innovations: The transition brings challenges like the loss of precise targeting but also drives innovation in engaging audiences without third-party cookies. As the industry adapts, the focus is on balancing effective marketing with enhanced privacy protections. Stay tuned for new solutions in this evolving landscape. #DigitalMarketing #DataPrivacy #AIAdvertising #MarketingInnovation

✨ Nefta revolutionizes in-app advertising amidst data privacy regulations. Traditional models struggle with personalized targeting, but Nefta's privacy-compliant solution utilizes behavioral analytics from first-party data. By tracking in-game events, Nefta creates detailed user profiles, enhancing ad relevance for opted-out users. This innovative approach improves revenue for publishers and enables advertisers to target campaigns effectively. Nefta's solution bridges the gap between privacy and revenue generation, showcasing the possibilities when technology and advertising harmonize. If you would like more details, please click here. 👇 #Nefta #InAppAdvertising #DataPrivacy

Web2 and ad recommendation algorithm. Web2, the second generation of the World Wide Web, brought about significant advancements in online interactivity and user-generated content. Alongside these developments came the rise of targeted advertising and recommendation algorithms. In the realm of advertising, Web2 platforms leverage sophisticated algorithms to deliver personalized ad experiences to users. These algorithms analyze user data such as browsing history, search queries, and demographic information to tailor advertisements that are most relevant and engaging to individual users. By understanding users' interests and preferences, these recommendation algorithms aim to optimize ad performance and drive higher click-through rates and conversions for advertisers. However, the use of recommendation algorithms in ad targeting has sparked debates around privacy concerns and data ethics. Critics argue that the extensive collection and analysis of user data for targeted advertising can infringe on user privacy and raise questions about data security and transparency. Despite these challenges, recommendation algorithms continue to play a central role in shaping the digital advertising landscape of Web2 platforms, enabling more personalized and effective ad experiences for users while presenting ongoing challenges in balancing personalization with privacy protection. #Web2 #OnlineAdvertising #RecommendationAlgorithms #PersonalizedAds #DataPrivacy #DataEthics #TargetedAdvertising #UserPrivacy #DigitalMarketing #AdTech #TechTrends https://lnkd.in/dRUqFbFN

Saying goodbye to third-party cookies in 2024 The tail end of 2023 welcomes positive news for web privacy, as Chrome announces it is to join Firefox and Safari in deprecating third-party cookies in 2024 — starting with 1% of users from Q1 2024 to facilitate testing and ramping up from there. Cookies are crumbling, but it’s not the data apocalypse—far from it. Targeting and measurement aren’t going anywhere, though the mechanics will have to change. Data and digital advertising will always go hand-in-hand, providing better ad experiences for both brands and audiences. Look at Google’s move to eliminate third-party cookies as the end of an era that many consumers found kind of creepy. Now is the time to find positive, ethical and more symbiotic ways to source and use data for better campaigns and consumer interaction

How should advertisers navigate the challenges of 2024? After the regulatory advances of 2023, this year's Data Privacy Day brings a strong sense of positive and accelerated change. Amid robust global data protection measures, declining third-party cookies, and rising consumer concerns about data usage, balancing evolving regulations with engaging messaging becomes increasingly complex, and the industry faces an urgent need to evolve. But what does this evolution entail, and where should the industry focus first? Gain valuable insights from industry leaders, including Nick Timms, SVP of Strategy at Seedtag, as they delve into the key trends for 2024, and share their recommendations for effective and privacy-secure ad targeting, tracking, and optimization. Read more: https://lnkd.in/eH9fEmr5 #CookielessFuture #DataPrivacyDay #ContextualAdvertising #PrivacyFirst

How should advertisers navigate the challenges of 2024? After the regulatory advances of 2023, this year's Data Privacy Day brings a strong sense of positive and accelerated change. Amid robust global data protection measures, declining third-party cookies, and rising consumer concerns about data usage, balancing evolving regulations with engaging messaging becomes increasingly complex, and the industry faces an urgent need to evolve. But what does this evolution entail, and where should the industry focus first? Gain valuable insights from industry leaders, including Nick Timms, SVP of Strategy at Seedtag, as they delve into the key trends for 2024, and share their recommendations for effective and privacy-secure ad targeting, tracking, and optimization. Read more: https://lnkd.in/gS_2niMK #CookielessFuture #DataPrivacyDay #ContextualAdvertising #PrivacyFirst

🎪🍪Publishers have long juggled first-party data as the ultimate solution for cookie deprecation. But evidence suggests there's a need for some new tricks up their sleeves. 🍪🎪 Publishers are mastering the art of leveraging first-party data for targeting, measurement, and attribution. It may not be the ultimate cure-all, but when blended with other strategies, it's a dazzling spectacle. Justin Wohl, CRO of Snopes.com, said they've turned first-party data into one of their star attractions. #FirstPartyData #CookieDeprecation https://bit.ly/49INtbA