You might think that ad fraud would be less of a problem on retail media networks than the open web, and maybe you’d be right.  But fraudsters are a creative bunch, so it makes sense that media analytics vendor DoubleVerify is working with Best Buy’s media network to measure results, ensure viewability, and check for brand safety.  DoubleVerify will also help Best Buy monitor the quality of its own ad placements.

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.