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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 viewing this scenario as dire, e-commerce players should view this inflection point in data-driven ma...