third-party cookie deprecation

Only a small handful of identity solutions will still be standing within the next five years, according to ID5 CEO Mathieu Roche – and he intends ID5 to be one of them.

In today’s newsletter: AppLovin raises $144 million and buys video shopping app Flip; Google agrees to disclose that it collects data from Incognito users; and why Trader Joe’s is (and isn’t) the Shein of grocery stores.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.

G/O Media introduced a new contextual targeting solution that combines first-party contextual signals and data on audience browsing behavior to create cross-site contextual segments that can be activated programmatically.

When Google finally stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. But it’s unlikely that Google’s cookie deprecation plans will ever be fully fulfilled.

Due to declining paid social traffic, Wildgrain, a subscription box company that built its brand on Facebook, has ramped up its email marketing efforts through a partnership with LiveIntent.