Home The Big Story The Big Story: The Lingering Third-Party Cookie

The Big Story: The Lingering Third-Party Cookie

The Big Story podcast

You could argue third-party cookies are already stale – but they just won’t go away. Google just extended their expiration date for another year to the end of 2024.

The optimist’s take (glass of milk half full): Privacy Sandbox proposals will have more time to develop. Trials with millions of browser users will start this year, and workable solutions will, or rather are expected to, be ready 10 fiscal quarters from now.

The pessimist’s take (glass of milk half empty): Google will delay the third-party cookie deadline yet again, right around this time next year – just like it did last year.

This week on The Big Story, we play out the different scenarios that could unfold now that Google has delayed its third-party cookie removal in Chrome once again. Even if Google sticks to its new deadline, the ad tech industry will have been in flux for five years.

Also, what does the extension mean for Unified ID 2.0, startups and established ad tech companies that built new products in expectation of massive change?

Tremor, Amobee … and everything in between

Then, if you’re looking for a classic example of ad tech consolidation, look no further than Tremor’s acquisition of Amobee.

Tremor purchased the company for a steal after the telco Singtel, which originally bought Amobee in 2012 as a strategic acquisition, decided it wanted to part ways with ad tech. The combined company now includes Unruly (another discard from a strategic acquirer), RhythmOne, Taptica, Videology, Aconion, AdJitsu, Spearad, Kontera … and that’s not even a complete list.

Although Amobee started life focused on apps, it’s since moved into advanced TV, which is an area Tremor has been eyeing, Ofer Druker, Tremor International’s CEO, told AdExchanger the day after the acquisition was announced.

Let’s just hope the integration process for all these assets doesn’t drag on for as long as the phaseout for third-party cookies.

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

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

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.