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Google Test Shows Cookieless Ad Targeting Works Pretty Well

Third-party cookie deprecation lets Google please privacy advocates while harming competitors.  Lest the competitive benefits become too clear, the company is eager to show that advertisers can get acceptable results from alternatives like contextual targeting, interest-based cohorts, and publishers’ first-party data.  It just released a test concluding exactly that: ad campaigns without third party cookies performed only a little worse than those using cookies. (Details here.) They mention but don’t stress that the test doesn’t consider lost measurement or retargeting.

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Google Tests a New Advertiser Verification Badge

April 19, 2023

Google has a lot on its collective mind, from renaming its FLEDGE ad targeting API (now Protected Audience API) to watching another nine states join the anti-trust lawsuit   filed by eight other states and federal Department of Justice.   But they still had time to join the verification parade with a new, blue badge for advertisers.  The spread of verification seems to reflect a broad social worry about knowing who to trust, but maybe I’m over-thinking.

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Twilio Announces Unified Profiles Powered by Segment

March 28, 2024

Twilio has announced two innovations within Twilio Flex, its digital engagement platform. The first, Unified Profiles, will be powered by Segment and allow businesses to collect and activate real-time consented data. This is the first of three launches set for 2024 that will embed Segment in Twilio Communication products. The second innovation is Agent Copilot which will allow users to deploy AI across this data to boost productivity.

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