Cookieless Future News & Updates for December 2024

Microsoft Edge Launches Ad Selection API Preview for Privacy-Focused Advertising

2 months ago

Microsoft Edge has launched a limited preview of its Ad Selection API to balance effective advertising with enhanced user privacy. Key features include a privacy-first approach, trusted execution environments, and differential privacy. Available for testing outside the EEA and UK, it supports advertisers and publishers post-cookie deprecation. Developers can provide feedback via GitHub or public forums, showing Microsoft's commitment to privacy.

Google Privacy Sandbox Adds Deal Support, Clickiness Signals, Longer Interest Group Lifespans

3 months ago

Tracking Cookieless Future

Google's Privacy Sandbox is evolving based on feedback from stakeholders. Key updates include enhanced deal support, new "clickiness" signals for bidding, and extending the interest group lifespan from 30 to 90 days. These changes aim to improve ad performance while maintaining user privacy. Active participation from the industry is crucial for further development, balancing enhancements with user privacy.

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Google Reports Promising Results from Privacy Sandbox Experiment for Display Ads

5 months ago

Display Ads Display & Video 360 +1 more

Google shared results from its display ads experiment using Privacy Sandbox APIs, conducted between January and March 2024, following its decision to keep third-party cookies in Chrome. Key findings include 89% and 86% recovery in advertiser spend for Google Display Ads and Display & Video 360, respectively, with ROI recovery at 97% and 95%. Remarketing recovery was lower due to reliance on third-party cookies. Google plans to continue developing Privacy Sandbox and expand its usage.

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Google Won't Remove Third-Party Cookies from Chrome

5 months ago

Tracking Cookieless Future

Google will keep third-party cookies in Chrome, reversing its 2019 promise to phase them out by end of 2024. Chrome will introduce a feature for users to manage cookie preferences. Google's Privacy Sandbox initiative continues, aiming to serve ads without cookies. The decision was influenced by regulatory pressure, industry feedback, and the need for more development time. This impacts advertisers by maintaining access to third-party data and reducing pressure to adopt new technologies.

Apple Releases Safari Private Browsing 2.0, Opposes Google's Topics API

5 months ago

Tracking Cookieless Future

Apple's WebKit team introduced Private Browsing 2.0 for Safari 17, enhancing protection against cross-site tracking and fingerprinting. Features include link tracking protection, blocking known trackers, advanced fingerprinting protection, and extensions management. Additional protections apply to all browsing modes, like capped cookie lifetimes and partitioned storage. Apple rejects Google's Topics API due to privacy concerns, emphasizing the importance of not adding fingerprintable APIs.

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Google Introduces 'First Party Mode' for Hosting Tags on Your Domain

5 months ago

Tracking Cookieless Future

Google has introduced a beta version of 'First Party Mode' for its Google tag system, allowing website owners to use their own first-party infrastructure for enhanced data privacy and security. This mode lets websites load Google tags from their own domain, forwarding measurement requests to Google. Benefits include enhanced data security, full IP obfuscation, and stricter content security policies. However, it may bypass ad blockers, raising ethical concerns.

Criteo: Google Must Improve Privacy Sandbox to Avoid 60% Ad Revenue Drop

5 months ago

Display Ads Cookieless Future

Criteo's tests show Google's Privacy Sandbox could cause a 60% drop in ad revenue for publishers if third-party cookies are removed today. However, with certain modifications, it could become a viable alternative. Criteo has requested Google to tweak the APIs to improve performance and fairness. Despite challenges, Criteo believes the concept has potential and urges more rigorous industry testing. Google acknowledges the feedback but emphasizes the need for broader adoption.

Amazon Launches 'Ad Relevance', AI-Powered Cookieless Ad-Targeting Solution

6 months ago

Amazon Ads Cookieless Future

Amazon's new Ad Relevance is a cookieless ad-targeting solution leveraging first-party data and AI to identify consumers at different purchase stages. It spans devices, channels, and content types, and has shown promising results, including 65% extended addressability and improved cost metrics. As Google delays cookie phase-out, Amazon's ad revenue is projected to grow 25% in the U.S. this year.

AI: The Key to Managing Advertiser's 'Choice Overload' and Unleashing First-Party Data

7 months ago

AI Cookieless Future

The decline of third-party cookies and evolving media habits have led to 'choice overload' for advertisers. However, this shift also opens opportunities for using reliable and privacy-respecting first-party data. AI tools can help advertisers navigate this landscape, optimize campaigns, and understand vast data. It's vital for advertisers to ensure their ad tech partners can effectively use these tools and adapt to the changing digital advertising landscape.

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