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»cohorts

John Sabella, CTO, PubMatic
Google Can Save “FLoC2” By Working With The IAB

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by John Sabella, CTO at PubMatic. With international scrutiny and stories about opaque pricing, Google could use some positive PR. Federated Learning of Cohorts 2.0 (what I’m dubbing FLoC2) presents a unique opportunity for Google to prove… Continue reading »
by AdExchanger Guest Columnist // November 10th, 2021 //
»
Permutive has raised a $75 million Series C from SoftBank’s Vision Fund 2, bringing its total funding to $105 million since the company was founded in 2014.
Permutive Raises $75M As It Counts Down To The End Of Third-Party Cookies

Programmatic and privacy don’t have to be mutually exclusive, even though they’re often treated that way, according to Joe Root, CEO and co-founder of London-based publisher technology startup Permutive. “A privacy-first web is about removing the data leakage that’s inherent in programmatic,” Root said. Permutive aims to stop that leakage with technology infrastructure to preserve… Continue reading »
by Allison Schiff // November 2nd, 2021 //
»
Andrew Frank, VP distinguished analyst at Gartner
Cohorts, Context And Cookies: What’s Next In The Quest For A Sustainable Ad Ecosystem?

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Andrew Frank, VP distinguished analyst at Gartner. As yesterday’s cross-domain tracking methods fade into history, the entire digital ad community is casting around for a suitable replacement – and marketers trying to navigate through the… Continue reading »
by AdExchanger Guest Columnist // October 6th, 2021 //
»
Criteo’s FLoC Tests Confirm There’s Way More Work Before It’s Ready For Prime Time

With your permission, please endure yet one more Privacy Sandbox-related bird reference: Chrome’s Federated Learning of Cohorts (FLoC) proposal will not fly in its current form. “We’ve got a long road to hoe before it’s possible to prove this can be a working model for advertising,” said Todd Parsons, chief product officer at Criteo. The… Continue reading »
by Allison Schiff // October 5th, 2021 //
»
In Praise Of Cohorts, The Only Truly Privacy-Compliant Option We Have

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Warren Lapa, CEO, Unique. When Google announced its plans to block third-party tracking in Chrome, the ad tech ecosystem immediately pivoted to first-party data and derived personal identifiers. The pitch… Continue reading »
by AdExchanger Guest Columnist // August 30th, 2021 //
»
6 Types Of Post-Cookie Data That Will Still Be Available After 2022

Third-party cookies may be on the way out in Chrome, but that doesn’t mean the end of data-driven advertising. There are still many other types of audience data that marketers will have at their disposal, including identity graphs and consented third-party data, household-level data, second-party data, contextual data, cohorts and, of course, first-party data, including… Continue reading »
by Allison Schiff // May 18th, 2021 //
»
Retargeting Revives, As Criteo Turns In Another Strong Quarter

Retargeting might be considered a legacy business, but it held strong for Criteo – and actually grew – during the first quarter of this year. On Criteo’s Q1 earnings call Wednesday, CEO Megan Clarken pointed to the resilience of retargeting as a driver of the company’s growth. Not that retargeting’s rebound wasn’t also somewhat of a surprise.… Continue reading »
by Allison Schiff // May 6th, 2021 //
»
Ad Tech Vendors Keep Their Cookieless Options Open; Telegram Might Start Selling Ads

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. In It Together? Ad tech companies, publishers and advertisers are hedging their bets in the quest for a new set of audience identifiers. Many plan to support multiple identifiers and targeting methods, including Google’s cohort-based approach. As PubMatic CEO Rajeev Goel tells Digiday’s Seb… Continue reading »
by AdExchanger // March 16th, 2021 //
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Google Claims FLoCs Can Be Nearly As Effective As Cookie-Based Ads

Google’s been busy in the Privacy Sandbox. Consider: Google’s Chrome browser has a new bird-themed proposal called FLEDGE that builds on TURTLEDOVE. The company is also making its proposal for interest-based cohorts – or FLoCs [aka, federated learning of cohorts] – available for public developer testing starting in March. And finally, on Monday Google shared the latest… Continue reading »
by Allison Schiff // January 25th, 2021 //
»
As User-Level Tracking Falls Apart, Cohorts Offer An Exciting Measurement Alternative

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Myles Younger, Senior Director of MightyHive and Ken Archer, VP Product of Upwave. In recent years, innovation in digital ad effectiveness measurement has been constrained by an addiction to person-level… Continue reading »
by AdExchanger // November 30th, 2020 //
»
 

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