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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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Google Again Delays Third-Party Cookie Deprecation

April 25, 2024

Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation.  The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.

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