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
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
Industry watchers share how advertisers can use PAIR and target customers with relevant ads without sharing sensitive identifiers
'We will not complete third-party cookie deprecation during the second half of Q4,' said the tech giant in a blog post on Tuesday
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
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
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
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
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
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
In a conversation with e4m, Jain, Co-founder of CleverTap, spoke about the leading user retention and engagement platform for digital-first businesses
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
Naqvi, Global CEO & Co-founder, Gozoop Group, outlines that there will be no impact on marketeers as over 85% of programmatic universe is controlled by mobile ids and cookie-id is just around 10%
Industry observers note AI has started enabling innovations in digital media and will boost contextual ads that are much less intrusive
HT Media Group CEO - Digital Business Puneet Jain was speaking to exchange4media Editor Naziya Alvi Rahman during the virtual launch of the dentsu-e4m Digital Advertising Report
Guest Column: Deloitte India Consulting Partner Ashvin Vellody & Director Monika Bagchi emphasized that the ban on the use of third-party cookies is nothing less than a structural transformation
Topics API is receiving mixed reactions from the industry as some feel that it will need further iterations while others say it will provide better insights to advertisers
Guest Column: Sujata Dwibedy, Group Trading Director, Amplifi, dentsu India, shares 2022 would be the year of personalisation, video, social commerce, voice search & privacy
The company has also created a new settings menu on FB and Instagram, where people can revisit and manage their cookie consent decisions at any time
The new offering will allow for stronger insights, tighter targeting and a more consistent customer journey through the Group’s new operating system – Mx
The audit will assess risk areas, dependency on currently deployed solutions, and where the brand can pivot or redesign its marketing strategies to best mitigate the impact of cookie removal
Aroscop's data science-driven programmatic platform allows advertisers to onboard, visualize, and deploy their first-party data to empower their online advertising
The tech giant said that the Privacy Sandbox initiative needs more time to get it right
The product allows advertisers to effectively deliver ads across MGID’s portfolio
Jason Barnes, Chief Revenue Officer, APAC at PubMatic, says that privacy restrictions by tech giants are being further complicated by regulators throwing additional challenges at targeted advertising
Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies
The phasing out of cookies will give us an opportunity to collaborate on a better internet that respects consumer privacy, said Iván Markman, Chief Business Officer, Verizon Media
Sorrell has reacted to Google's announcement that once third-party cookies are phased out, it will not build alternate identifiers to track individuals as they browse across the web
Instead, Google web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers
Google is testing an alternative to third-party cookies called Federated Learning of Cohorts (FLoC). The tech giant has claimed that FLoC can work as effectively as third-party cookie-based ads
Vidhu Sagar, Managing Director - India, MediaDonuts, examines the recourse marketers may take to trace digital fingerprints in the absence of third-party cookies
Experts say that working with data partners that offer end-user control ensures that data accessed is managed in a privacy controlled manner