third-party cookie deprecation

Every week, we publish an original comic inspired by trends in the online advertising industry. These are the stories – and the puns – behind AdExchanger’s top 10 comics of the year.

Welcome to Scandi-Land, where the cookieless future has been our online media reality for the last five years. Here are three lessons for media planners, buyers, sellers and platforms who are going to have a tough time navigating the thicket of change.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

Mark your calendars for Jan. 4, 2024 all you deprecation skeptics. On Jan. 4, Google will begin cutting off third-party cookie access for 1% of a randomly selected group of Chrome users globally.

Since programmatic is all about advertisers looking for low-cost impressions, Likewise gets more revenue from direct deals that rely on its first-party audience data.

While LLMs are demonstrating their usefulness for marketing, they are less well suited to solving challenges in performance advertising, which require learning from numerical data, not words.

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

Although website tagging doesn’t get much attention, it’s a key element of first-party data capture and post-cookie measurement, says Karen Stocks, Google’s VP of global measurement.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

It’s happening, folks. The Chrome Privacy Sandbox is going live, third-party cookies will be phased out on Chrome by the end of next year – and don’t expect any further deadline extensions, says Victor Wong, senior director of product for all things Privacy Sandbox.