While some industry watchers say Google has potential threats in the Search domain, others opine that the tech major still dominates as the default search engine & browsing habits take time to change
A cookieless future is inevitable, say experts as they recommend alternative technologies like FLoC and privacy-preserving mechanisms instead
The prevailing belief is that irrespective of Google's designs for third-party cookies, agencies should invest well in collecting first-party data for more sustainable benefits
Experts say a significant portion of the internet has already transitioned to a cookie-less environment, encompassing platforms like CTV, mobile apps and DOOH
Marketers say while they will continue to build on alternatives, first-party data strategies will still receive a chunk of their budget
Google’s move could make the AdTech industry more fragmented, noted experts, adding that it was time to address the challenge or develop niche expertise
After Google’s Anthony Chavez announced that the tech giant won't deprecate third part cookies, the industry welcomes 'fresher ideas and fewer headaches' in its wake
Anthony Chavez VP, Privacy Sandbox, has said that instead of deprecating third-party cookies Google will introduce a ‘new experience’ in Chrome that will allow people to ‘make an informed choice’
Industry watchers share how advertisers can use PAIR and target customers with relevant ads without sharing sensitive identifiers
The delay, say experts, will allow publishers to firm up on the technologies they are going to be using as the system moves further towards first-party data and consumer privacy protocols
Delay of cookie phase-out isn't just a postponement, but a wake-up call. It underscores need for an ecosystem that prioritises user privacy while delivering effective advertising, say experts
Insights underscore the need for businesses to navigate the evolving digital terrain, leveraging data-driven strategies to safeguard privacy and capitalize on emerging opportunities
Industry players say the delay will give Google more time to address concerns surrounding its proposed solutions
'We will not complete third-party cookie deprecation during the second half of Q4,' said the tech giant in a blog post on Tuesday
Guest Column: Todd Parsons, Chief Product Officer, Criteo, shares how the company is addressing cookie deprecation
While a section of advertisers globally have raised concerns, others say that such glitches happen during big policy changes and do get corrected in a few weeks
Guest Column: Rahul Vengalil, CEO & Co-Founder, tgthr, decodes the opportunities that the phasing out of third-party cookies brings to the world of advertising
FMCG companies are currently the biggest investors in first-party data with some big spenders even considering investing in data-mining models, say expert sources
Doughnut can be a game-changer in the data privacy space, but its implementation needs thoughtful consideration and user education, say experts
Guest Column: Anil K Pandit, Senior Vice President, Publicis Media Services India, writes on the alternatives in the times after the withdrawal of cookies
Priti Murthy, President, GroupM Nexus, spoke to e4m on data-driven strategies, the potential of Connected TV and other developments in the martech domain
In response to stakeholders' worries about Google’s preparedness to meet the cookie deprecation deadline and capabilities of Privacy Sandbox, the tech giant has come out with a blog
With Google testing Tracking Protection that curbs cross-site tracking, brands will adopt a multi-faceted approach to measure their digital ads in the aftermath of the cookie phaseout, say experts
While several marketers have proactively readied themselves for the shift, others are still navigating the learning and unlearning process, shared industry leaders
With no concrete roadmap, the majority of programmatic ad spend is still being put toward cookied inventory, experts say. Google says "cookies deprecation will start on Jan 4"
At the e4m Programmatic Summit, experts discussed the future of marketing in the cookieless times
While the ad tech sector is likely to take a hit due to the risk of higher data cost, eCommerce firms seem to be better placed as they are not dependent on cookies, experts shared
In a post-third-party cookie world, experts talk about how data analysis using different technologies like AI could boost performance campaigns, although brands need to tread steadily
Better outcomes in store for brands, shoppers and retailers alike with first-party data sans dependence on third-party cookies, say experts
In this second part of our piece on contextual advertising, experts explain how AI is helping marketers in precise targeting while respecting user privacy in a cookieless world
Despite being a repository of diverse customer data, CDPs come with a caveat from experts who say that they should be deployed only after careful consideration of factors
With context gaining more importance in light of India's Digital Personal Data Protection Act, contextual advertising stands to gain even more prominence, according to experts
From AI adoption to cookie deprecation to charges of unfair practices, Dan Taylor, VP of Google’s Ad Business, spoke to e4m on a host of issues during his recent India visit
At the Silverpush conference, industry experts shared insights on leveraging first-party data in the cookie-less world, and about Generative AI and predictive tools making advertising more effective
On May 4, industry leaders will convene to talk about the impact of cookie-less technology on digital advertising and how businesses can navigate this new landscape
Experts say aligning with first-data party and contextual advertising are best alternatives that marketers can adopt in the coming years
Sahmey, Senior Director, Samsung Ads India lead, shares with e4m insights into Samsung’s content recognition tool, the advent of CTV and its potential for advertisers
With walled gardens and regulatory changes reducing available third-party data signals and driving new privacy requirements, first-party data will be more valuable than ever for advertisers
At the e4m-Xaxis programmatic summit, a panel of industry heads came together to share insights on the topic - Death of cookies: A threat to programmatic
Industry experts believe that impressions and influencer marketing could help with personalized advertising once third-party cookies are phased out
Publishers’ revenue too may take a hit, say industry experts
With cookies expected to phase out sooner or later, the advertising world is busy drawing a blueprint to come up with solutions that will help them navigate the post-cookie world
In a conversation with e4m, Jain, Co-founder of CleverTap, spoke about the leading user retention and engagement platform for digital-first businesses
We bring you a roundup of the news that made headlines this past week
Timing isn't right for cookie phase-out due to the slowdown in ad spending globally given the microeconomic conditions. Also, Meta has reported declining revenues for the first time, say experts
The search giant said there is a need for more time to evaluate and test the new Privacy Sandbox technologies that is supposed to replace cookies
Guest Column: Ramneek Chadha, COO, Xapads Media, explores the why, how, and what of cookieless advertising
Guest Column: Katie Secret, Senior Director & Head of Demand Product Marketing, Outbrain, speaks about the company's programmatic suite, its max engagement deal and more
Industry observers say digital marketers are finding alternatives to the cookie-based solutions, involving first-party data & contextual targeting
Guest Column: Katie Secret, Senior Director & Head of Demand Product Marketing, Outbrain, says that the industry needs a stronger foundation to provide a secure experience for all parties on open web