If you’ve been lucky enough to go hours, days or weeks without hearing the word “cookie,” time to reset your clock to zero.
On this week’s podcast, we unpack Google Chrome’s plans to create consent. At the IAB Annual Leadership Meeting last week, Chrome said it will use a – wait for it – “one-time global prompt.”
This update may be unsurprising to some industry insiders, similar to the collective shrug that followed Google’s confirmation that it would never pull cookies.
This time, however, if there is a deadline to roll out the prompt, Google’s Privacy Sandbox is not sharing that date with the public.
Paramount and Nielsen resolve their standoff
A human can go days without water and weeks without food. But how long can a programmer go without Nielsen?
The answer turns out to be four months – a fairly long time that speaks to the turmoil and competition in the currency market.
Under pressure to cut costs, Paramount did not renew its Nielsen contract last fall, while continuing to work with alt currency VideoAmp. The standoff led to speculation that Paramount might continue to go without Nielsen. But this week, with the upfronts just months away, the two companies reached a decision that will allow Paramount to transact on Nielsen as a currency.
The other backdrop to the deal is the changing nature of currency. Nielsen is dropping its panel-only ratings. Now it’s big data first, panel second – a model that more closely mimics Nielsen’s alternative currency competitors. Leading up to the upfronts in May, expect a few more twists and turns – and perhaps an intensification of the currency wars.
