cookies

Publishers can reach relevant audiences at scale and with greater specificity through Optable’s new planner agent.

The Google Chrome team is getting closer to deciding on its cookie consent mechanism. And  Paramount resolves its four-month standoff with Nielsen, as the mechanics behind currency change forever.

What captured our readers’ attention this year was both a continuation of and a departure from years past. Our top 10 stories in the past year coalesce around two themes: kookies and kwality. Ahem, cookies and quality.

What will Chrome’s third-party consent look like? We offer our best guess. Plus, we spotlight the controversy around ID bridging. The tactic supplies IDs for cookieless inventory through a spectrum of approaches, and not all of them are buyer-approved.

The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging? 

Yahoo may have earned itself a stay of execution with The Trade Desk. Plus, TV buyers are clinging to Nielsen for yet another upfront season.

Google is testing a new badge for shopping-related searches on some mobile devices. Plus, should brands have political opinions?

In a world without cookies, ads aren’t viewable and yield goes down. But it’s still early days. Mediavine SVP Amanda Martin shares early results from its Privacy Sandbox tests.

Many brands, startups and well-known CPGs are missing the more effective retailer data sets at their disposal: loyalty programs, writes Lauren Littlejohn, director of data science and research at 84.51°.

The expiration date for third-party cookies has been extended for another year. We talk through what the delay will mean for ad tech. Plus, an entire corner of the LUMAscape now exists within the Tremor-Amobee deal, the ultimate example in ad tech consolidation.