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.
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.
Cyberattacks aren’t exactly an ad fraud issue but they’re related. So let’s finish with the admittedly depressing news that 86% of all organizations were victims of a successful cyberattack last year, according to this CyberEdge report. And that’s just the ones who discovered the problem. Yes, things really are getting worse: the attack rates is up from 62% six years ago, and the fraction of respondents who expect their company to suffer a successful attack has grown from 38% eight years ago to 76% today.
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