Raptive

Google’s AI search tools are creating a paradox; Amazon pulled its Google ad budgets; and now’s a great time for indie commerce ad tech startups.

While some Privacy Sandbox testers lamented their seemingly wasted effort, they remain committed to post-cookie targeting and measurement – even if Google eventually abandons the Sandbox entirely.

Meta and Mozilla’s new browser-based attribution system for web ads appears to solve an interesting math problem. But if applied to real-world advertising, it will increase privacy risks for users, writes Raptive’s Don Marti.

To commemorate Data Privacy Day on Jan. 28, my gift to you is an update on something I think is about to get a lot more attention: universal opt-out mechanisms.

Publishers expect the agencies will eliminate tech redundancies as they consolidate, which could compel pubs to shed redundant tech themselves. The merger could also entrench principal-based buying, which may not be a bad thing.

For some, Chrome’s news that it’s keeping third-party cookies was a moment of vindication. But was it a cruel blow to partners that tested the Privacy Sandbox in good faith?

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

For companies testing the Chrome Privacy Sandbox, another delay was starting to feel inevitable, even before Google shifted its deprecation deadline.

New contextual targeting tools use generative pre-trained transformers (GPTs) to analyze websites and and build contextual audience segments. The companies behind them believe that GPTs can address some of the problems that plague contextual targeting.