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May 17, 2021

Google Plans for Post-Cookie Ad Measurement

Google Plans for Post-Cookie Ad Measurement


Google has clearly reached the acceptance stage in its mourning for the death of cookies. They recently summarized plans for post-cookie ad tracking, including: consent mode, which adjusts data capture based on user consents; conversion modeling, which uses predictive analytics to estimate conversions on non-tracked consumers; and conversion measurement, which anonymously tracks individuals’ ad response over time and across devices and reports on aggregated results.

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Ad Tech Industry Builds Support for Anti-Fraud Buyers.json Standard

PR Newswire

Ad fraud and brand safety will still be issues even when third-party cookies are just a fond memory. The online ad industry Is building support for buyers.json, a proposed standard from IAB Tech Lab that lets ad sellers identify ad buyers and shut down the bad guys. Related: content classification vendor GumGum is enhancing its brand safety ratings to include news site quality scores from NewsGuard.

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Cyberattacks Are Up and Experts Expect Worse to Come: CyberEdge Report


Cyberattacks aren’t exactly an ad fraud issue but they’re related. So let’s finish with the admittedly depressing news that 86% of all organizations were victims of a successful cyberattack last year, according to this CyberEdge report. And that’s just the ones who discovered the problem. Yes, things really are getting worse: the attack rates is up from 62% six years ago, and the fraction of respondents who expect their company to suffer a successful attack has grown from 38% eight years ago to 76% today.

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