Nicolas Garfinkel’s Post

Google’s recent announcement on third-party cookies is a significant development, but the reality of a cookieless world is already here. With 60-70% of impressions being non-targetable due to browsers like Safari and Firefox, and 96% of iOS users opting out of data sharing, the landscape has shifted. Regulatory pressures and declining CPMs further highlight the need for robust first-party data strategies. This is where Adapex’s Data Refinery comes in. By leveraging enriched first-party data and AI-driven contextual targeting, our solution ensures effective, privacy-first advertising, allowing publishers to thrive in this new environment. And we are seeing results with +18% uplifts. #cookielessfuture #thirdpartydata #technews #adops #publishers #googleupdate Joanie B. Brandon Hope Katie Popa Doina Josan Ines Moroni Matteo Porcu Fabrizio Milano d'Aragona Pierluigi Vacca Paolo Dello Vicario Luca Filigheddu Raja R. Matteo Bregonzio, PhD Federica Neri Roberto Brenner Lonnie Horsey Cassandra Reyes

🔐 Understanding the Privacy Sandbox: A New Era for Businesses The aim of the Privacy Sandbox is to enhance online privacy. All while maintaining a robust digital economy. By phasing out third-party cookies and reducing cross-site tracking. This fundamentally changes how user data is handled online. By Q3 & Q4 2024 we’ll see a broad disablement of third party cookies to all Chrome users. So how do you prepare? 1️⃣ Boost first-party data collection: ✅ Directly gather customer data (with their consent) to build a robust database. 2️⃣ Invest in contextual advertising: ✅ Target ads based on content relevance - let the content do your targeting. 3️⃣ Enhance brand value: ✅ Focus on building a strong brand that attracts and retains customers organically. Finally, stay adaptable to new Privacy Sandbox developments. #privacysandbox #chrome #google

Third-party cookies aren't completely removed from the Chrome browser by Google. So... can the digital market breathe a sigh of relief? 🤔 In 2020, Google declared its intention to eliminate third-party cookies from its Google Chrome web browser by the start of 2022. Then the date was pushed back to summer 2022, 2024 and finally Q1 2025. This Monday, Google said that third-party cookies won't be removed from Google Chrome. The company also announced future plans to introduce new solutions that will enable people to make informed choices about their overall web browsing experience and to change those choices at any time. “Technologies such as artificial intelligence can further enhance these strategies, and Google's decision may paradoxically accelerate the development of alternative ad targeting solutions, ultimately building a more sustainable and innovative advertising ecosystem”. – Krzysztof Rosiński [CTO] comments in Wirtualnemedia.pl💡https://lnkd.in/dSutiJMK #thirdpartycookies #google

Google announced it won't be deprecating third-party cookies. Instead, it will introduce a new feature in Chrome that allows users to customize their browsing settings and adjust them at any time. While there is no "cookieless" future as of right now, Division-D will continue to ensure our approach to targeting is future-forward. Have any questions? Let's chat! #GoogleUpdate #ThirdPartyCookies

🔎 What are the results of Google Chrome Blocking Third-Party Cookies? 📊 The early findings from Raptive show that blocking third-party cookies in 1% of Chrome users resulted in a 30% drop in CPMs compared to cookie holders. This insight sheds light on the evolving landscape of targeted advertising.  Safari users experience a 60% lower CPM on average compared to cookied Chrome traffic, raising concerns that this trend could extend to Chrome in the absence of targeting signals. 💡The initial analysis from Raptive indicates that Prebid demand (non-Google demand) is demonstrating stronger performance than Google demand in the phased-out user segment. This is likely due to Google's exclusive focus on Privacy Sandbox, while most other SSPs are supporting a wider range of solutions beyond the Sandbox. 🤔 Experts caution against drawing premature conclusions from this small-scale test, emphasizing the need for continued monitoring and adaptation in the evolving ad tech space. Taking into account the numbers based on 1% of users of Google Chrome users, it is essential to check other alternatives based on cookieless IDs that will help to monetize more efficiently beyond the Walled Garden. Learn more about the OnAudience Cookieless Solutions here: https://lnkd.in/dF-N67R4 💪 Stay informed about the changing dynamics of digital advertising in a cookieless world. #PrivacySandbox  #AdTech #CookielesSolutions #Technology #CookielessData

Good article from Adweek summarizing the start of the #CookielessFuture. *Main take-aways* - Today Google has released a new browser feature called Tracking Protection which will cut off a site's access to third party cookies. - Only 1% of Chrome browsers are impacted on this first round (and selected randomly by Google). - Those who are part of the test will see the option to “Browse with more privacy” when they open Chrome on desktop or Android. - Expecting shifts in auction dynamics (and higher CPMs), along with measurement trouble for programmatic, but targeting shouldn't be too affected (yet). - More changes on this are expected in the second half of the year. #Marketing #AdWeek #DigitalMarketing #Cookies #Tracking #Google #Chrome https://lnkd.in/d5_CYN9d

iOS updates, glitches, cookie deprecation, and fluctuating budgets have all impacted the effectiveness of #Meta ad campaigns. Despite these hurdles, there are strategies that can help you not only adapt, but thrive. Join us for a live webinar on May 15 to learn how to build a resilient #Facebook ad strategy:

„Google is developing a two-hop #proxy to enhance #privacy for #Chrome [#browser] #users, which has three big implications for #advertisers: 1 For #ad #location #targeting, you’ll only have the option to target #regions designated by Google, which won’t be accurate. 2 Because #Google Chrome will use a proxy to connect to #websites, it will #mask users’ #identities, meaning advertisers cannot distinguish between genuine and #bot #traffic. 3 Google is increasing its collection of uniquely valuable location #data, which could increase advertisers’ costs. (…) The two-hop proxy is only implemented on Chrome, meaning Google will have a #monopoly on this data.“ FYI Thomas Höppner / Alwin Viereck / Dr. Augustine Fou

Are you ready for #Google's deprecation of #GAID? Learn everything you need to know about how #PrivacySandbox on #Android will affect your #appretargeting efforts in our blog. 📱🔐 #dataprivacy https://hubs.la/Q02vyTPB0

You’ve likely heard that after years of delays, Google is halting their plans to deprecate third-party cookies due to feedback from organizations about the limitations of the Privacy Sandbox APIs. Now, Chrome users will get to choose if they want cookies or not. We'll (chocolate) chip in our two cents. 🍪 Keep testing and exploring new ways to identify, measure, and target your audience. With many browsers like Firefox and Safari already cookie-free, sticking to old methods isn't the way forward. Third-party cookies can be unreliable. Instead, try different identity solutions to target and measure your audience safely and effectively. Look into clean room environments, contextual targeting, and more, all available in our cookieless tool kit, available here: https://bit.ly/3Yjkx7z Don't wait for a new timeline — create your own path forward into a cookieless future. We're here to help.