Author: n Catherine Perloff
(page 2 of 5)
Marketers and adtech firms have latched onto metadata to improve ad targeting on the web and connected television, as data quality worsens with cookie decline. Metadata is data about the environment of the ad, said Mike O'Sullivan, co-founder of the data firm Sincera. "It's data that puts the transaction in context," he said. While metadata...
Swapping out IDs that aren't available in cookieless environments without consent hampers the campaign performance, data shows. Go figure. These practices, dubbed ID spoofing, have been under increased scrutiny since February and are the subject of conversations within the IAB Tech Lab. While it's tricky to detect when ID spoofing is happening, that will only...
Buy-side tech platforms are accusing publishers and the tech firms they work with of using deceptive practices to identify audiences in discussions happening within the IAB Tech Lab over the past month, ADWEEK can exclusively report. These tactics, spurred by signal loss, can obscure digital marketing efficacy, making techniques like conversion tracking and frequency capping...
As the advertising industry braces itself for the deprecation of third-party cookies at the end of this year, web standards body the World Wide Web Consortium (W3C) is getting closer to reaching a consensus among its members on privacy-centric ad-tech that could power advertising in a cookieless future. In August, Apple introduced a new version...
Brands are facing some pressure to test alternatives for targeting and measuring audiences once third-party cookies on Chrome disappear, scheduled for the end of this year. However, some solutions on the market that purport to prepare buyers and publishers for a future without cookies still use--and are greatly improved by--third-party cookies for targeting. The use...
