Cookie Less Targeting News Today

For The Drum’s data deep dive, The New Data & Privacy Playbook, Miles Pritchard of OMD shares an optimistic view of a cookieless future remade by machine learning-enhanced media personalization.

The ad targeting landscape sure is going to look different in 2024 when political campaigns are expected to spend upwards to $2bn on digital ads. That’s why it’s essential that political campaigns begin to experiment during the mid-term elections this year. Here’s what you need to know.

Amazon Web Services (AWS) is rolling out its latest tool to navigate the shift to the cookieless future.

The Trade Desk is rising to the identity challenge posed by the demise of third-party cookies by entering into a partnership with LiveRamp to bring a custom identifier to market that meets legal privacy standards.

As cookies crumble, NBCUniversal is gunning for the top slot on the media and entertainment advertising leaderboard. The media giant yesterday debuted its own first-party identity solution — and amid an increasingly crowded field, the company feels confident it can outplay its competitors. John Lee, the company’s recently appointed chief data officer, explains why.

Yahoo has further entwined itself with first-party cookieless identity platform Merkle by extending its existing partnership to usher in improved identity-based targeting, performance and measurement for advertisers.

With cookies headed for the door and tech players including Apple introducing increasingly privacy-centric policies, advertisers’ relationship with third-party user data is swiftly coming to a close. Luckily, by marrying contextual targeting with artificial intelligence (AI) and machine learning, advertisers can gain both the breadth and depth of insight necessary for effective targeting, writes Sharethrough chief technology officer Rob Fan.

Amid the increasingly complex conversation surrounding data privacy in advertising, publishers have often been an afterthought. However, modern publishers have a unique opportunity to protect audiences’ privacy while diversifying their revenue streams, writes Mimi Wotring, senior vice-president of publisher client services at brand safety-focused adtech firm DoubleVerify.

Media planning and buying platform Comscore has partnered with conversion and audience analytics firm Spiketrap to expand Comscore’s contextual ad targeting solution for gaming.

The e-commerce community has fallen prey to the fixation on short-term sales conversions The elimination of the third-party cookie will profoundly impact e-commerce. This shouldn’t be a shock. We were headed down this path long before Google announced that it would deprecate the cookie in Chrome in 2022. Perhaps more than any arrow in the marketer’s quiver, e-commerce’s targeting accuracy has traditionally been built around the cookie. However, Happy Cog’s Lee Goldberg says instead of v...