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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.

In today’s newsletter: How changes in streaming ad inventory could impact upfront CPMs; video cracks 50% of engagement on Meta’s platform for the first time; and Apple is in talks to launch Apple TV+ in China.

Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.

In today’s newsletter: Google tries to buy its way out of a jury trial in the DOJ’s antitrust case against its ads business; Walmart sees some of its best margins on ad sales; and TikTok tests 60-minute videos.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

In today’s newsletter: Online news revenue is being throttled around the web; Roblox is on a mission to build a $1 billion ad business; and TikTok is circumventing the Apple App Store’s 30% fee by directing users off iOS to purchase TikTok coins.