News + Resources

The third-party cookie may be going away, 80 identity solutions are vying to fill that void, according to analysis by marketing trade group MMA Global and Prohaska Consulting.

Marketers still reeling from Google’s rebuke of user-level identifiers are scrambling for answers as the ground shifts beneath them. To get a foothold, they are focusing on what little detail they do have: they will only be able to use technologies from Google’s Privacy Sandbox like FloC — cohorts of browsing patterns of a group of people…

By Patience Haggin, March 4, 2021 3:50 pm ET Alphabet Inc.’s Google has crushed almost all its competitors in the world of digital advertising technology. But one rival is emerging as the best hope to challenge the tech giant—if it manages to keep up its momentum. The Trade Desk Inc., which specializes in helping companies…

Matt Prohaska quoted in the recent AdExchanger article on contextual targeting, “Brands are going to need a cocktail of deterministic, probabilistic, and contextual targeting.” Contextual targeting online dates back more than a decade. But the technique is having a renaissance as marketers test out strategies that work in a cookie-free world. Context can also signal…

Google yesterday threw its weight behind the Federated Learning of Cohorts (FLoC) API, a tool developed within its Privacy Sandbox designed to replace third-party cookies. Google is bullish on FLoC, saying it’s 95 percent as effective as third-party cookies when used for interest-based targeting. But is the wider industry ready to embrace FLoC in place of third-party…

News on one of our clients, The Trade Desk, posted in AdExchanger The Trade Desk is looking for the industry’s stamp of approval for the open source Unified ID 2.0 framework. On Thursday, in response to a recent call from the Partnership for Responsible Addressable Media (PRAM) for input on potential new technologies to replace…

After Wall Street and investors soured on adtech M&A, the sector is hot again. Even as advertisers slashed their spending in the economic downturn, the rise of streaming TV and online shopping have benefitted adtech companies that help advertisers and marketers buy and sell ads. Adtech stock gains by companies like The Trade Desk, Magnite, LiveRamp, and…

Once the cookie is gone, will anyone be invited to play in Chrome’s Privacy Sandbox? Since 2019, the Google Chrome team has drip-fed plans for Privacy Sandbox, the collective name for its proposals to sustain an ad-funded internet while meeting increased demands for online user privacy. Public debate is happening primarily through the World Wide Web Consortium…

Hope everyone in the U.S. had a nice Thanksgiving and everyone outside the U.S. had a nice break from us Americans… We want to keep the holiday going by giving thanks here to three great teammates that I am excited to announce have been promoted, starting today. Renee Kujawski is now VP, Global Operations &…

Posted from AdExchanger’s Sell-Sider Column, Matt Prohaska comments on how polling, like measurement, can be very helpful and misleading if sources and methodology are inaccurate with incorrect identity. The quote in the headline, echoed by numerous political pundits, typifies the overreaction during and after the United States’ Election Day. Like many watching election results on…