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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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Customer Data Platform Industry Adds New Vendors: CDP Institute Report

July 12, 2024

Software vendors continued to add Customer Data Platform (CDP) capabilities to existing systems in the first half of 2024, according to the CDP Institute’s latest Industry Update report.  Nearly all of the dozen companies appearing in the report for the first time started as marketing or messaging applications and added CDP capabilities after they were built.  These firms accounted for most of the industry growth during the report period.

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