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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IT’S THE LAW (05/18/2021)

May 18, 2021

The “Children and Teens’ Online Privacy Protection Act” has been introduced in U.S. Senate. The bipartisan bill aims to create a ‘Digital Marketing Bill of Rights for Minors,’ updating the country’s Children’s Online Privacy Protection Act (COPPA) with changes including: 1) prohibiting internet companies from collecting personal information from anyone 13- to 15-years old; 2) creating a user ‘Erasure Button’ to excise personal information; and 3) establish a new office, the ‘Youth Privacy and Marketing Division’ at the Federal Trade Commission (FTC).

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

May 17, 2021

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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