:

PODCAST: The Big Story

The Big Story: Could Regulators Keep Third-Party Cookies Alive?

By Photo of Sarah Sluis Sarah Sluis

Thursday, June 17th, 2021 – 1:08 pm

SHARE:

The Big Story podcast

We’re entering the end-game for third-party cookies, but an unlikely group could intervene to keep them alive: regulators.

Last Friday, Google agreed to let UK watchdog group Competition and Markets Authority (CMA) approve its decision to remove third-party cookies.

The move is unusual, reports senior editor Allison Schiff, because it’s an example of regulators guiding Big Tech’s decision-making – not policing their behavior after the fact.

But marketers and ad tech shouldn’t pause their efforts to find third-party cookie replacements because regulators could potentially veto their removal.

“That is a very bad idea,” Schiff warned in the podcast. “No matter what, you should prepare as if they will be no more.”

Also in this episode: Why are warehouses and ad agencies talking to each other? The rise of ecommerce, as well as the strain the pandemic has put on the supply chain, means that marketers can gain an edge by bringing in-stock product data into their marketing. Think: better offers and more ad spend allocated to products that are ready at hand and easy to ship.

Ad tech loves complexity – and the supply chain is a thorny one ready to be automated.

Tagged in:

regulation

//

The Big Story

//

third-party cookie

Next In The Big Story

The Big Story: The End Of IP Address Targeting

Must Read

Predict Bowl Icon. Magician Element, Forecasting Symbol – Vector.

Why This Marketing Measurement Company Just Open-Sourced Its Forecasting Engine

MMM can tell marketers what worked, but Lifesight’s open-sourced forecasting tool aims to tell them what to do next.

Podcasts Are Becoming More Programmatic. But Now Advertisers Have To Keep The Ad Load In Check

As programmatic buying becomes more common in audio, marketers and platforms fight the temptation to cram in as many placements as possible.

PubMatic Jumps On The Show-Level CTV Targeting Bandwagon

Connected TV advertisers are still pining after show-level control. And PubMatic announced contextual targeting at the episode level is available to media buyers accessing CTV inventory through its platform.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

SQREEM Touts The Large Behavioral Model – Not The LLM – As The Winning Predictive Engine

Rather than relying on machine learning, SQREEM uses a mathematical AI model to track how systems change over time and predict audience behavior.

Comic: Game Over?

The Google Antitrust Remedies Are Too Little, Too Late – But Publishers Will Take What They Can Get

Given how much the market has changed since the Google trial began, and the wiggle room in the ruling itself, publishers aren’t expecting much relief from the court’s behavioral remedies.

Comic: "Deal ID, please."

Can Sell-Side Curation Solve The Cookieless Audience Problem For Advertisers?

Indie agency KWG says sell-side curation can target more high-performing inventory with better match rates and lower data fees than buy-side curation.