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Expert Views on Google’s 1% Third-Party Cookie Deprecation

Sudipto Ghosh — Thu, 04 Jan 2024 13:12:00 +0000

Google’s third-party cookie deprecation has finally arrived to spell a new era in The Privacy Sandbox. From today (4 January 2024), Google Chrome is disabling third-party cookies for 1% of the users before completely stopping it in Q3 2024. Publishers and website owners who use third-party cookies to improve the quality of their services and content would now have to look out for alternative channels to experiment with their advertising efforts. Google has already launched a range of APIs to offset third-party cookies for identity tracking, advertising, and privacy management. In our Google third-party cookies deprecation series, global adtech leaders spoke to us about the consequences of this milestone event.

What is Google’s Third-Party Cookies Deprecation?

Google’s third-party cookies deprecation is part of the company’s Privacy Sandbox initiative. The Privacy Sandbox is a major development in the advertising landscape that supports the need to improve people’s online privacy while they use digital services without interruption. This initiative aims to reduce cross-site and cross-app tracking when users browse the internet for content, services, and jobs. By deprecating third-party cookies in Google, users can continue to enjoy an enriching browser experience without worrying about privacy. For publishers, this effort would ensure they can offer their content for free on sites and apps. Moreover, intrusive app trackers will become a thing of the past in 2024 once 100% third-party cookies deprecation takes effect. To discuss more, adtech leaders highlight the context of third-party cookie deprecation applied to different digital businesses.

Effects on Publishing Business

According to a recent report by PrimeAudience, 88% of marketers feel prepared for the deprecation of cookies. 56% of marketers are already testing for the cookieless future in 2024.

Alexandra Theriault, Chief Growth Officer, Lotame, a data solutions company said, “30-50% of the web already blocks third-party cookies in Safari and Firefox by default, and that has yet to spur meaningful adoption of third-party cookieless solutions from brands and agencies. Although universal IDs have been adopted by 10s of thousands of publishers globally (as cited by sincera.io), the demand from agencies and brands to leverage these alternative solutions is meager. Google adding 1% of their piece of the pie isn’t going to drive the intended reaction necessary to prepare the industry for the end of the year. Google’s watered-down targeting capabilities that may offer to target are a far cry from the precision agencies and brands are accustomed to. The result will be worse-performing campaigns, a hit to most publisher’s yield, and less relevant ads for consumers.”

Testing Cookieless Solutions in 2024

Eli Heath, Head of Identity – Lotame, added, “It’s important to note that this change affects only 1% of browsers, which is relatively minor considering that 30% of browsers, such as Safari and Firefox, already do not support third-party cookies. This small percentage is unlikely to drive significant changes among buyers, as DSPs will simply adjust their traffic optimization strategies for Chrome browsers that still use cookies. However, this development should serve as a wake-up call to re-energize and intensify efforts in testing cookieless solutions, especially by expanding the scope to include Chrome browsers. This testing phase is crucial. If we can identify and isolate the 1% of impacted Chrome browsers, it could provide valuable insights into the effectiveness of post-cookie solutions. This includes aspects of targeting and measurement in a Chrome environment without third-party cookies, building on the initial learnings we’ve already gleaned from Safari and Firefox.”

Dan Pike, CPO, Covatic said, “The latest Google news is not news at all; the industry has been aware that cookies were on borrowed time for what seems like forever, and most savvy publishers and brands have prepared themselves to move beyond these outdated and ineffective identifiers. “There are already tried and tested cookie-less solutions deployed in-market and used by major publishers. These have the additional benefit of putting them in control of their data, tech, and revenue while avoiding strategic capture by Google and the other big digital players. So we should see the cookie’s demise as a positive step in the evolution of the digital industry; as it will create more responsible, addressable, and effective targeting methods while offering greater protection and choice for consumers over how their data is used.”

Jeremy Haft, CRO – Digital Remedy (Performance Marketing Partner for Brands and Agencies), said, “The removal of 1% of 3rd-party cookie tracking has the potential to significantly impact advertisers and the overarching digital ad ecosystem. Time will tell (as we have seen delay after delay) if we see a full ramp-up and if this ultimately leads to Google seeing a decline in ad revenue. I bet that Google will back off from the full depreciation of cookies; however, if this initial test proves to be successful, this could impact many facets of the advertising ecosystem. For starters, advertisers will have limited ability to target their most sought-after audiences as their options to identify and segment those audiences will become limited. Measurement & attribution models will break due to data being more difficult to action by channel, partner, and media type.”

Jeremy added, “Lastly, personalization of the consumer ad experience will take a hit leading to more generic and less targeted messaging and creative. If Google does end up completely deprecating cookie tracking, this opens up the opportunity for innovation in the industry for new solutions focused on targeting, measurement, and attribution. In addition, there will be an increased focus on privacy which will be tied to even more regulation focused on data protection.

Should Google move forward with deprecating third-party cookies, it will substantially impact both ad tech providers and advertisers who will once again have to navigate and innovate to win. I believe this to be very dependent on how this 1% deprecation test will impact Google’s ad revenue. If it takes a hit, we could see further delays in the full rollout based on their current timeline.”

Google Tracking Protection for digital advertising

Mateusz Jedrocha, VP, of Branding Solutions – Adlook (cookieless and deep-learning focused DSP) mentioned the importance of Google Tracking Protection for digital advertising. Mateusz said, “The introduction of Tracking Protection by Google Chrome, a browser commanding a significant 64% of the market share, marks a pivotal moment in digital advertising. This move is particularly impactful for us at Adlook, where we focus on branding solutions. This development presents both a challenge and an opportunity in how we engage with consumers globally. We view the initial 1% deprecation of cookies as a crucial first step in assessing the viability of a cookieless environment. This phase allows us to perform essential tests and begin redefining our benchmarks and delivery metrics for branding campaigns in a world without third-party cookies. However, we believe that a gradual and transparent expansion of cookieless traffic is necessary for a comprehensive understanding and adaptation to this new landscape.”

Mateusz added, “At Adlook, we are keenly aware of the importance of guiding our clients through the intricacies of the cookieless transition. To this end, we have developed comprehensive Cookieless Transition Frameworks, which are designed to support our clients in navigating this new landscape. These frameworks are based on a phased and tailored approach, allowing for gradual testing and adaptation. Our objective is to facilitate a seamless shift from legacy buying methods to the new ecosystem, which is increasingly powered by Google’s Privacy Sandbox along with a variety of other cookieless solutions.”

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IRIS.TV and Equativ Partner to Power Smart Contextual CTV Ad Targeting

AIT News Desk — Mon, 30 Oct 2023 15:33:07 +0000

Leading content data platform joins forces with ad tech innovator to shape the post-cookie video and CTV future: providing better insight-powered contextual ad targeting

Equativ, the global leading independent ad platform, has announced its official partnership with IRIS.TV — the only data platform built for structuring, connecting, and activating video-level data.

This marks IRIS.TV’s first full-stack partnership, enabling the use of granular video-level data across Equativ’s advanced ad server, supply, and demand-side platforms (SSP and DSP). Through direct integration, Equativ will create a new marketplace where publishers can easily integrate the IRIS_ID to offer brand-suitable, contextual ad targeting for online video and connected TV (CTV) inventory, while also having increased access to demand from media buyers. Driving secure data sharing, the smart content identifier makes it easy to efficiently fuel relevant advertising by harnessing detailed insights about on-screen digital content.

This collaboration comes as standard approaches to digital media monetization and buying are being disrupted by ongoing changes in data access and usage. Coupled with rising data privacy regulations, the upcoming deprecation of third-party cookies in 2024 is creating a greater need for more contextual-based solutions. With brands, agencies, and advertisers recognizing the need to explore alternative data sources, there is increasing interest in contextual approaches that can deliver both privacy-compliant and more engaging ads to consumers, especially in the fast-growing CTV space.

IRIS.TV’s privacy-by-design solution helps publishers securely share video-level insights with advertisers. Seamlessly ingesting and normalizing all metadata for each video, it assigns an IRIS_ID: a universal content identifier, that can be shared with data partners such as Oracle Advertising, Pixability, and GumGum’s Verity for sophisticated enrichment and segmentation, powered by artificially intelligent (AI) frame-by-frame analysis. Using Equativ’s platform, the IRIS_ID can be passed into the bid-stream by publishers, enabling flexible programmatic transactions via direct, private marketplace (PMP), and pre-bid deals.

Key benefits of the partnership include:

● Streamlined and secure monetization: The IRIS_ID equips publishers with a common data signal they can implement to amplify video and CTV ad revenue, while maintaining tight control over their valuable assets.

● Smart contextual targeting: Media buyers can apply AI-assisted contextual targeting that’s twice as effective as demo and publisher-declared content metadata; ensuring ads are placed beside the content best suited to their audience and brand.

● Scalable deal configuration: Versatile capacity to optimize and organize multi-publisher deals in the way buyers want to transact, effortlessly generating unique deal IDs that can be accessed by any DSP of their choice.

● Rigorous standards: Data management practices follow the same benchmarks as wider display advertising: adhering to the Video Privacy Protection Act (VPPA) and creating brand suitability segments in line with the Global Alliance for Responsible Media (GARM) framework.

Sean Holzman, EVP, Ad Platforms and Agencies at IRIS.TV, comments, “Accessing content data at the video level has been a major challenge for many contextual intelligence solutions looking to enter the video and CTV arena. The IRIS_ID is engineered around solving this issue and supporting an open ecosystem where video owners, distributors, and advertisers can tap detailed video-level data to deliver the right ads in the moments that matter. By integrating the IRIS_ID with Equativ, we look forward to providing advanced ad decisioning capabilities that are unique in the marketplace. This integration will also enable players across the industry to access and connect high-value and privacy-centric data. This access will help them achieve deeper audience understanding and, ultimately, provide a better user experience.”

“Maintaining addressability is essential to not only accelerate growth in the CTV space, but also help protect its future viability,” adds James Grant, SVP and Head of Agency & Enterprise CTV Partnerships at Equativ. “While subscriptions are becoming an important element of monetization strategies, the exploding popularity of FAST platforms means there is a growing need for technologies that help supply and demand side players connect and trade efficiently.

“We are committed to constantly honing and extending our CTV capabilities, developing contextual and curation tools that fuel greater yield without relying on cookies, and moving to become an ID-agnostic platform. Working with IRIS.TV to access content signals via the IRIS_ID is the next phase of that progression, which will bring a rich new avenue of data to make ads even more impactful.”

[To share your insights with us, please write to sghosh@martechseries.com]

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Invest Wisely in Your Tech Stack With AI

Eric Schwartz — Wed, 07 Jun 2023 05:00:37 +0000

Digital ads are continuing to grow as advertisers utilize online channels to push brand awareness and sales, with advertising spend estimated to increase to $509 billion in 2023, up 6% on last year’s figures. With emerging channels like Connected TV (CTV), digital audio and digital out-of-home (DOOH) driving this growth in particular, digital is now capturing large amounts of ad budgets that were once allocated to offline media.

It is, however, no secret that the industry is currently facing a number of challenges. In particular, economic uncertainty is making media planning more difficult. Simultaneously, the media landscape is also fragmenting from a buying perspective, and evolving privacy regulations are not making targeting and measurement any easier.

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So, how can brands ensure that they are spending their advertising budgets efficiently during this challenging period? There is one clear solution – they must leverage the power of Artificial Intelligence (AI). And in particular, customizable media-buying algorithms, which are proving critical for the modern programmatic ad stack.

This technology provides a level of ad performance, efficiency and scale that cannot be replicated by human hands or off-the-shelf algorithms alone. Moreover, it enables brands to optimize their campaigns against the business-specific outcomes that matter most to them.

Supercharging media buying with AI technology stacks

For some time, digital marketers have been effectively pursuing better performance using Demand Side Platforms (DSPs). However, with the sheer volume of data available in the DSP exacerbated by increasingly fragmented reporting, analyzing this data is becoming difficult, meaning digital marketers are missing out on valuable insights.

As a resolution, the number of DSPs opening up their APIs for the integration of third party software is on the rise. Incorporating advertiser data into the programmatic bidding process in order to optimize campaigns utilizes the most advanced features of the DSP at scale. But this requires a bit more than just the standard ‘off the shelf’ offering.

This is where more intricate and unique solutions such as customizable AI come to the fore, as their ability to analyze vast amounts of data in near-real time can boost results dramatically. More and more RFPs are being issued for these solutions as brands are increasingly eager to leverage AI and ask more of their DSPs.

Discovering new data

With the deprecation of third-party cookies getting ever closer, marketers are under increased pressure to pursue privacy-safe data strategies. In this sense, customizable AI makes smarter targeting a possibility, as there is no need for reliance on personal data, as it instead harnesses non-user-specific semantic and contextual metadata for targeting. It also gives brands the option of utilizing their own first-party data, as well as measurement data sets, giving them a unique competitive advantage, as their ad targeting can be more efficient.

This technology is able to ingest and analyze data across the entire media stack, including all parts of the business. This is hugely important as data is often trapped in a customer relationship management (CRM) system and customer data platform (CDPs), including price position, inventory and POS data, which in fact, is hugely valuable and provides actionable business insight. However, this data is often too complicated for a human to draw insights from, which is where customizable AI comes into its own. These tailor-made algorithms make this data readily available to be used and inform the media buying process. In addition, as these algorithms are continually updated and fed back into DSPs, media buying is aligned with the most up to date AI insights almost immediately.

Customizing KPIs with AI technology stacks

With slimming budgets marketing teams must be able to show clear results on business-specific objectives. Therefore, by embracing customizable technology, it will ensure that the spend goes towards the KPIs that matter the most.

For example, consider attention, an increasingly important measurement in advertising which is not currently a standard KPI within DSPs. But customizable algorithms can change this by ingesting this complex data to ensure it’s actionable in the media buying process. Marketers therefore have an opportunity to optimize investments against prioritized KPIs and unique business outcomes.

Digital marketers are in the unenviable position of needing to maximize ad spend as the economic climate continues to look challenging, and customizable AI could provide the solution. The ability to analyze and produce actionable insights across the media stack allows brands to begin to plan more definitively for the privacy-centric future. And given its versatility, there is little doubt that this will be utilized more often across digital marketing.

[To share your insights with us, please write to sghosh@martechseries.com]

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DanAds Uses Aflorithmic Audio Tech To Enable Brands To Create AI-driven Audio Ads

AIT News Desk — Thu, 20 Oct 2022 10:02:14 +0000

With the tech, brands can now quickly and cost-efficiently create audio ads for the business platform’s million of readers

DanAds, the Swedish ad-tech company for self-serve ad management has closed a deal with Aflorithmic, the world’s first fully automatable solution for end-to-end audio, to create synthetic ads and publish them directly on publishers’ websites.

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Aflorithmic integrated with DanAds already one year ago, making its unique API.audio part of DanAds’ tech layer. The tool empowers companies to automate cost-effective audio production with synthetic voices and specifically designed ad sound templates. Users simply write a script, choose from their favorite voices to convert the text to speech, and add a sound design as well as AI-powered quality optimization. The result is a professional-sounding, ready to to be published audio ad – created in just seconds.

Normally, publishing ad campaigns on publisher websites is done via Demand Side Platforms (DSP), which offer clients a range of publishers and takes a large cut of the earned revenue. With DanAds, however, clients are able to keep a larger portion of their income by cutting out the middleman. Brands can now build their own audio ads in seconds when creating a campaign, and then publish it directly on a publisher’s website. DanAds publishing partners include the Washington Post, Bloomberg Media and The Atlantic.

Not only are audio ads fast and cost-efficient to make with Aflorithmic’s tech, they power hyper-fresh, dynamic marketing campaigns. Brands have greater flexibility to launch new ads when they have a new feature, competition or want to test a different marketing strategy. Both larger brands and smaller companies benefit significantly from this agility and greater scope to be creative, plus reach the millions of people who read a publisher’s content every month in a single process.
“The ability to create entire audio ads from scratch in just a few minutes is a true game changer for the advertising sector.” says Timo P Kunz, Co-Founder and CEO of Aflorithmic. “For the first time, companies can write, produce and publish audio ad campaigns in a single process.”

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“Our vision has always been to make advertising more accessible to a greater number of businesses. Aflorithmic’s text-to-audio technology fits perfectly with this goal and will allow advertisers of all sizes to get started with audio, one of the fastest growing channels. We’re looking forward to seeing the new opportunities it generates for our clients and partners!” says Peo Persson, Co-Founder and Head of Sales at DanAds.

Aflorithmic Labs, Ltd is a London/Barcelona-based technology company. The api.audio platform enables fully automated, scalable audio production by using synthetic media, voice cloning, and audio mastering, to then deliver it on any device, such as websites, mobile apps, or smart speakers.

With this Audio-As-A-Service, anybody can create beautiful sounding audio, starting from a simple text to including music and complex audio engineering without any previous experience required.

The team consists of highly skilled specialists in machine learning, software development, voice synthesizing, AI research, audio engineering, and product development.

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[To share your insights with us, please write to sghosh@martechseries.com]

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Octopus Interactive Announces Partnership With Place Exchange

AIT News Desk — Wed, 28 Jul 2021 14:38:22 +0000

Premium Passenger-Facing Rideshare Ad Inventory Will Be Available on Leading Programmatic DOOH Platform

Octopus Interactive, the largest national network of interactive screens inside of Uber and Lyft vehicles, announced a partnership with Place Exchange to make Octopus rideshare inventory available to be bought programmatically on Place Exchange’s marketplace of Digital Out-of-Home advertising inventory.

Place Exchange connects with leading demand-side platforms (DSPs) such as Amobee, MediaMath, Roku, The Trade Desk, Ubimo, and Verizon Media to power the activation of programmatic DOOH advertising campaigns. The company’s patented technology enables omnichannel DSPs to unify the buying and measurement of DOOH media with other digital channels.

The partnership between Octopus and Place Exchange comes as the rideshare industry continues a strong recovery from the disruption caused by the Covid-19 pandemic and as Octopus undertakes a major network expansion in 2021. Recent recovery projections from both Uber and Lyft demonstrate that ridesharing will play an even more essential role in transportation infrastructure moving forward.

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“Place Exchange customers can now see for themselves the kind of performance delivered with in-vehicle rideshare advertising,” said Ryan Bricklemyer, VP of Ad Operations and Product at Octopus Interactive. “There is something special about video in the rideshare environment that creates memorable brand experiences, and we’re happy to see more and more advertisers taking advantage of this differentiator.”

Octopus Interactive’s tablet-based advertising in rideshare vehicles is among the only programmatically available inventory that includes proprietary passenger detection technology to ensure that an advertisement has been viewed by an actual person.

“Adding Octopus Interactive’s unique moving media into our supply ecosystem allows advertisers even more opportunities to reach consumers at key moments during their daily journeys, with the flexibility, automation, and ease of programmatic buying,” said Nick Bennett, VP of Partnerships at Place Exchange. “Octopus Interactive’s tablets in rideshare vehicles give Place Exchange’s buying partners unique, premium inventory in front of a captive, desirable audience.”

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Freckle Announces Changes to Board

AIT News Desk — Wed, 05 Feb 2020 10:17:46 +0000

Freckle Ltd., a leader in privacy-compliant data and offline attribution, is pleased to announce that it has appointed Jason Maguire to the Company’s board of directors. Mr. Maguire has over 25 years of leadership experience in various senior roles in sales, marketing, finance and IT. He is currently the Chairman of Hailus Financial Group Ltd. (formerly Heritage Financial Group Ltd.) and Tall Tale Spirits Inc.

Mr. Maguire replaces John Farlinger, who has resigned from the Board effective today in order to focus on other professional responsibilities.

“On behalf of Freckle, I thank John for his services to the Company,” said Neil Sweeney, Freckle’s Chairman and CEO. “Throughout his tenure, John has provided leadership and access to his vast network of talent which were crucial to bringing Freckle to where we are today. We wish him well in his future endeavours and thank him for his ongoing support.”

About Freckle

Freckle’s consumer identity mobile application “Killi” allows consumers to take back control of their digital identity from those who have been using it without their consent. With Killi, consumers can opt-in and select specific pieces of personal information that they would like to share with companies, as well as answer specific surveys, and be compensated directly for these answers.

Freckle, via its data and offline measurement products, also allows leading brands and platforms to measure the effectiveness of their advertising by independently matching media spend to in-store visitation while remaining media agnostic. Freckle’s technology is used by Fortune 500 brands like McDonald’s, Lexus, Walmart, Verizon and AT&T, and is a core component of the top demand-side platforms (DSPs) and data management platforms (DMPs) used around the world.

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Clear Channel Outdoor, Broadsign Partnership Expands Access to U.S. Programmatic Digital Out-of-Home Inventory

AIT News Desk — Wed, 06 Nov 2019 07:35:39 +0000

Ad Tech Integration Opens DOOH Programmatic Pipes More Broadly to Digital Buyers, Helps Brands Execute More Efficient and Measurable Omnichannel Campaigns

Broadsign, the leading digital out-of-home (DOOH) marketing platform and Clear Channel Outdoor have announced a new partnership that enables brands to tap CCO’s U.S. DOOH inventory via Broadsign’s programmatic supply-side platform (SSP) Reach. Several brands, from sports entities to leading healthcare companies, have already tapped the integration to extend the reach, impact and efficiency of online and mobile campaigns using DOOH bought programmatically across CCO’s roadside digital media.

Currently, Broadsign is making it easier than ever for publishers, agencies and brands to harness the power of out-of-home and connect with audiences across the globe. Powering 187,000 digital screens in airports, shopping malls, health clinics, transit systems and more, Broadsign is at the heart of people’s lives.

With the integration, Broadsign Reach’s U.S. inventory now tops 35,000 screens. Digital buyers using Broadsign partner demand-side platforms (DSPs) can now access CCO’s U.S. network, which comprises 1,600 digital bulletins, posters, spectaculars and transit shelters spanning 26 markets across the country, including highly coveted regions in California, Florida, Massachusetts, the Midwest and New York City’s Times Square. In addition, fifty of Clear Channel’s premier international and regional airports can be purchased in a real-time biddable fashion, offering a mix of both display and video-capable ad formats.

Media planning agency MDG recently tapped the integration to weave targeted DOOH ads into a digital campaign across Florida for one of its clients in the healthcare industry. “For brands, differentiating your business from the competition has never been more important than in today’s digital age,” shared Jill Calefate, Media Director, MDG. “Including DOOH as an offering has opened up incredible creative opportunities for how our clients reach their target audiences across digital platforms, helping them stand out and drive both new and repeat business. Having access to CCO’s screens through this integration helps us further extend our client’s message to a broader audience.”

“Broadsign’s Reach platform has integrated with an impressive number of DSPs both domestically and internationally, allowing us to partner with new ad tech players and their buyers through our shared Reach connection,” said Wade Rifkin, SVP/GM, Programmatic, Clear Channel Outdoor.

Wade added, “Brands are recognizing the value programmatic brings to OOH via enhanced targeting, speed-to-market and flexibility, and the space is scaling quickly because of it. We’re excited to see this growth continue as our partnership with Broadsign evolves into next year.”

“DOOH inventory fragmentation has become a massive barrier to the industry’s growth, so partnering with a market leader like Clear Channel Outdoor to bring more premium inventory into a centralized solution like Reach represents a step in the right direction,” said Adam Green, GM and SVP, Broadsign Reach.

Adam added, “It helps cut out a lot of the clutter typically involved in integrating DOOH buys into omnichannel campaigns, while expanding the audience that media buyers can reach.”

Today, the Broadsign platform enables marketers and agencies to easily book screens and has helped brands like Pepsi, Turkish Airlines, The UFC, Unilever, Volkswagen, John Lewis and more, launch successful programmatic DOOH campaigns. For more info, visit www.broadsign.com.Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is one of the world’s largest outdoor advertising companies with a diverse portfolio of 450,000 print and digital displays in 31 countries across Asia, Europe, Latin America and North America, reaching millions of people monthly. A growing digital platform includes over 14,000 digital displays in its international markets and more than 1,600 digital displays, including more than 1,300 digital billboards, in the U.S.

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