The digital advertising market is expected to support about five to 10 identifiers as replacements for third-party cookies.
Media professionals are not in sync with consumers' understanding of data privacy policies and concerns over how policies will impact work, and how companies navigate these changes.
Publishers using Next-Gen Solutions -- now available for the open web -- must also have adopted Yahoo ConnectID, which enhances audience matching, enabling advertisers to deliver more relevant
Brands are already paying more to reach Apple customers after the iPhone maker introduced more privacy protections.
Contextual advertising awareness has a steep hill to climb. But brands like Frito Lay, which has tackled the challenge, have found success, GumGum data shows. James Clarke, Frito Lay senior director,
media strategy and CRM, believes success in contextual advertising is less dependent on the brand being advertised and more so on the strength of alignment between messaging and creative with the
surrounding environment in which the ad is placed.
Gartner analysts predict changes in media, from mobile app tracking to how B2B companies will use machine learning to slow the customer journey. Strategic planning may be the most interesting part of
A study of the impact of ownership and control of consumer-generated data shows advertisers can be harmed by limited sharing of information. Giving consumers rights over their own data can improve
While many consumers have some implicit knowledge why digital identity trackers exist, most don't understand what the explicit value exchange is.
The ad industry had mixed reactions Wednesday to news that Google will not build alternate identifiers or use consumers in its products following the phaseout of third-party cookies. In a statement,
Network Advertising Initiative President/CEO Leigh Freund said privacy is a shared commitment, but should not be used as a barrier allowing platforms or tech companies to hold all data about online
activities. Advertising Research Foundation CEO/president Scott McDonald doesn't think the move will harm advertisers.
Newly commissioned research from The Winterberry Group delves into the surge of data collaboration across companies in a post-cookie world, based on in-depth interviews across the U.S. and U.K. with
more than 50 industry experts and a panel of senior brand marketers providing input.
Seven in 10 believe digital advertising will be adversely affected by these changes and will take a step backwards, according to a new study from Epsilon.
GfK and Dstillery believe they have developed an ad-targeting model that strongly supports automotive advertisers as changing consumer behavior plays an increasingly important role and budgets and
They obviously have the least to lose, but creatives are showing that we all need to get behind first-party insights.
"Netimperative" is reporting on new research that shows while 25% of senior advertisers believe the loss of third-party cookies will be negative, 0% of creatives agree.
Google Security Engineering researchers detailed several data leak issues in Apple's Intelligent Tracking Prevention (ITP) technology, which aims to restrict cookies from sharing data and browsing
habits in the Safari web browser, in a paper presented to Cornell University.
A consensus has emerged that first-party data -- especially the kind collected by digital publishers to identify their users -- is emerging as the logical replacement solution to digital 1.0's browser
cookies. Getting there is an ongoing process that will require some ingenuity and innovation. The truth is that we're in a transition period from one world to another, and the current marketplace is
more of a hybrid solution of browser cookies, when and where they still work, and efforts to organize a critical mass of publishers' first-party user identification data, which for all intent and
purposes, is a publisher-side cookie (even if he industry doesn't call it that).
That is what the eMarketer researchers reckon is behind the duopoly hitting a 68.5% market share this year.
A large publisher increased revenue by just 4% when users' cookies were available.
Attribution firm C3 Metrics has updated its ongoing analysis of the return on ad spending on Facebook which reveals continued declines through September, suggesting that Facebook has a strong need to
provide increased value and insight to the ad community. According to C3 Metrics, attributed revenue dollars converted from advertising dollars spent on Facebook advertising decreased from an index
value of 2.0 in April to just 0.27 in September.
Just like Gen X, younger audiences believe that more must be done on privacy, but we all just "accept" cookies anyway.
Ad-serving platform Flashtalking has revealed that research on cookies during 2017 found that nearly two in three are being blocked or deleted by web browsers, according to eMarketer.