Content Studio

The apocalyptic headlines about cookie deprecation and the shift toward privacy have slowed somewhat ¬– but don’t get too comfortable. Regulators around the world remain emphatic about privacy, big ad tech still plans big deprecation and a cookieless future for ad tech will be here before you know it. But this is no apocalypse. It’s a new dawn for digital marketing – defined by the possibilities that a new generation of artificial intelligence (AI) technologies create.

If you are Gen X or (gasp!) a boomer, you remember a time when listening to the new hit song at home meant buying the whole album. Getting what you wanted required paying for a bunch of stuff you didn’t: the other ten songs on the record.

Every article I read about the “cookieless future” leaves me envisioning a desolate world where the dream of 1:1 marketing has died, and we’re all back to Wanamaker’s infamous cliché (Which half of my spend is wasted?).

But that dream is not dead. It’s just lost amid an increasingly fragmented landscape of first-party IDs – and clouded by the limited transparency and control offered by the Big Tech players.

The free and open internet as we know it is not free at all: Someone somewhere is footing the bill so publishers can fund the creation of that “free” content.

Imagine: You are a political trader, and it’s 7 p.m. on a Friday night in October 2022. A customer needs to launch 13 CTV-focused campaigns that target districts in four states – immediately. Do you have the tools to make it happen?

By Anders Pilgaard Andersen, senior vice president, general counsel, Adform  Recent decisions by multiple EU data protection authorities signal the use of Google Analytics violates the EU General Data Protection Regulation (GDPR). These decisions sound a warning not only to the many companies using Google Analytics but, more broadly, to any company using US-based ad […]

By Kristina Prokop, CEO and Co-founder, Eyeota  Now that Google has scrapped its plans for Federated Learning of Cohorts (FLoC) in favor of its proposed Topics API, the buzz around “cohorts” is fading. But cohorts remain a powerful path forward for advertisers in a cookieless world. That’s because the strength of cohorts extends well beyond […]

By Stephanie Himoff, VP of global publishers and platforms at Outbrain This article is sponsored by Outbrain. Already battered by years of marginalization from walled gardens, media owners on the open web are looking over a cliff. The deprecation of third-party cookies promises to hamper targeting on their sites, threatening to wipe out 52% of […]

The rising value of first-party data has created a bit of a “gold rush” mentality. Companies are hearing that first-party data represents unrealized marketing value, so they’re mistaking the goal as amassing as much first-party data as possible.

Apple’s ATT framework continues to make user acquisition and retention campaigns more difficult to deploy, track and measure. In light of this, app marketers must find new avenues for maintaining an engaged audience. The number of available advertising IDs on iOS (IDFAs) is decreasing, and Apple’s native tracking and attribution solution, the SKAdNetwork, has serious limitations for app marketing campaigns.