Vincent TESSIER’s Post

Google Pixel celebrates #accessibility in its latest Super Bowl ad! The ad follows a blind man named Javier who uses the Pixel’s AI-powered Guided Frame feature to document important moments in his life. #a11y #Google

Excuse me while I beat this dead horse. Despite Google's U-turn in deprecating third-party cookies, alternative solutions like contextual targeting, first-party data utilization, and cohort-based advertising remain crucial. These methods are essential for navigating future privacy regulations and addressing potential compliance issues and consumer backlash over privacy violations. The investment advertisers have taken in these alternatives continues to help future-proof their strategies, ensuring effectiveness and compliance regardless of policy changes. Despite Google's latest decision continuing to develop these methods is still the way to go, as it mitigates the risk of future vulnerabilities associated with third-party cookies. Prioritizing user privacy builds stronger relationships with privacy-conscious consumers, with first-party data enabling personalized experiences and contextual targeting delivering relevant ads based on content. These investments will pay long-term dividends, keeping brands adaptable and resilient in an evolving digital landscape.

Two months into Google’s grand cookie cleanse in #Chrome, ad tech vendors are dishing out their hot takes. For something that was meant to be an apocalyptic event for #adtech, the end of #thirdpartycookies is apparently a win for a lot of vendors — at least according to their recent earnings updates. Here’s a rundown of the reported notable effects on ad tech companies from their latest quarterly updates.

If you're looking to learn more about Apple's privacy manifests and their impact on ad monetization SDKs, check out this insightful article by Kochava. In this Q&A, #GrantSimmons delves into the latest updates from Apple and what to expect from WWDC 2024. Learn more https://bit.ly/3x58uPx

Interoperability is big and UID 2.0 is also very big. Open and interoperable is the way the industry has to move to ensure the walled gardens don't dictate how the rest of the industry uses data.

Publishers are testing a new monetization tool from Google called Offerwall, which lets audiences unlock access to content on their websites by selecting from a range of options such as purchasing a subscription, viewing a video ad, sharing data, or making a micropayment for short-term access. Google is promoting Offerwall as a way for publishers to diversify their revenues and explore “alternative monetization” approaches as questions mount about the viability and sustainability of ad-supported models. In conversations with publishers, Google has pointed to the deprecation of third-party cookies and growing privacy regulation as direct threats to their revenues. The online ad giant has also suggested the rise of the creator economy is making consumers more open to supporting publishers via subscriptions and other direct payments. #digitalmedia #publishing #subscriptions

Is Offerwall Really Google's Alternative for Ads Revenue for Publishers? 🗝️ Toolkits published an article a few days ago that must have surprised at least a few publishers. Apparently, Google does have its own alternative to hashtag #ads revenue for publishers, and it’s called Google Offerwall. Offerwalls are a type of mechanism usually found in games or apps that reward the user for performing some actions, like watching an ad or filling out a survey. Google’s version is built on the same idea, only more optimized for publishers. While it’s still in beta, Offerwall lets publishers present users with several options to access premium content. You can ask users to watch an ad, share their first-party data, pay for a single article, or subscribe. 📊 Offerwall may be what Google has in store for publishers with cookies being deprecated. Of course, Offerwall’s beta version was actually launched last year and some publishers have been using it for a while, yet it’s still in its beta stage. We must wait and see if this is a sign that Offerwall is not going to form the core of Google’s effort to keep publishers satisfied in the hashtag #cookieless near future.

Google’s sudden U-turn on its plan to scrap #thirdpartycookies, after years of promising otherwise, is like a TV show hyping up an epic twist, only to reveal it was all just a dream. No surprise ad tech leaders are pulling their hair out in frustration. The details — what little there are — can be read in the comments below, but the crux of it is this: after four years of promising the ad industry it would eventually rid its browser of third-party cookies, #Google has now said it’s going to let users decide whether they will be tracked by cookies. This likely means third-party cookies will still disappear — at least most of them — in #Chrome. History backs this up. Just look at what happened when Apple did something similar three years ago. Most users opted out of tracking, causing a significant drop in third-party addressability and the advertising that depends on it. In this piece by Ronan Shields and Seb Joseph, we speak to Andrew Casale of Index Exchange, Drew Stein of Audigent, and Paul Bannister of Raptive.

This sustained stable testing period for #privacysandbox Protected Audiences, Topics, and Attribution Reporting APIs is a critical juncture in ensuring statistically significant results on the health of CPMs over time for #publishers and stable ad prices at constant ROAS for #advertisers. #adtech #programmatic #cookielessfuture https://lnkd.in/ewVNitF9

The Privacy Sandbox is reshaping the digital landscape, offering a promising shift for consumer privacy! 🚀 Our latest blog post dives into the why and how of this paradigm shift, and what it means for the future of ad tech. Explore the implications and opportunities amidst industry concerns and regulatory challenges. 🌍📊 👉 Read more from our Head of Engineering, Michael Yeager, about "Why Privacy Sandbox is a Good Paradigm Shift for Consumers" Stay ahead of the curve—subscribe to our newsletter for the latest MetaRouter news, product updates, and industry insights: https://hubs.li/Q02Kk4WC0 #PrivacySandbox #DataPrivacy #AdTech #MetaRouter #DigitalMarketing