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Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.

With attribution-based platforms taking over, there aren’t many ways for an advertiser to bet (and win) big. Plus, what about the Google advertising ID? 

Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie? 

The Threads app is a counterpoint to the argument that scale and reach are what count. Plus, the USPS has been disclosing info on customers.

The next Google Search core update is expected in “the coming weeks.” Plus, The TV industry moves slowly, but it’s going FAST now.

With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.

The Chrome Privacy Sandbox team is stuck within a Catch-22. Plus, why haven’t media buyers bought more into alternative currencies?

Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden.

In today’s newsletter: SSPs lead the way on ad tech’s M&A resurgence; Disney rolls back CPMs to court more streaming ad demand; and why dating apps struggle to grow and monetize their audiences.

In today’s newsletter: Amazon’s argument that advertisers should trust optimization algorithms over alternative IDs; Japan passes an app store antitrust law targeting Apple and Google; and Google Ads ends support for credit card payments.