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  • Video
     | 
    NOV 17, 2021

    Today, marketers have to juggle third-party cookie loss and new data privacy legislation, impacting their ability to identify customers and create a strong data foundation

  • Article
     | 
    OCT 8, 2021

    IAC’s Dotdash acquires Meredith in a $2.7 billion deal: The move demonstrates that publishers see value in building deep verticalized content brands, hastened by the demise of the third-party cookie.

  • Audio
     | 
    SEP 30, 2021

    On today's episode, we discuss how much Americans shop on their smartphones, what's encouraging them to shop more, and what's holding them back. We then talk about what to make of Apple's battle with Epic Games, where 5G has gone, and how advertisers are handling looming third-party cookie changes. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Yory Wurmser.

  • Report
     | 
    MAR 8, 2021

    The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

  • Article
     | 
    JUL 12, 2021

    Google’s Chrome Team stress-tested the digital ad world by announcing in early 2020 that the browser—the world’s most popular—would deprecate third-party cookies within two years. Vendors, publishers, agencies, and advertisers scrambled to understand what would take cookies’ place, and how they would identify and target their audiences without them. Google’s announcement in June 2021 that cookie deprecation would be delayed by almost two years has given marketers and their partners more time to test and integrate new solutions—but also a longer period of uncertainty.

  • Audio
     | 
    MAY 4, 2021

    On today's episode, we discuss what stood out the most about Google's Q1 performance. We then talk about what kind of ad recovery we expect this year and why Google is in hot water again, as well as look at some survey data about third-party cookie doomsday. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

  • Article
     | 
    MAY 4, 2021

    Marketers see third-party cookie deprecation as a near-term challenge, but this change also presents an opportunity to prioritize identity management strategies and quality data.

  • Audio
     | 
    APR 29, 2021

    Neustar senior vice president of product and general manager of customer experience Steve Silvers and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss some misconceptions about cookie deprecation, what marketers should do to prepare for the loss of third-party cookies and react to the loss of Identifiers for Advertisers (IDFAs), and more about future approaches to addressability.

  • Report
     | 
    AUG 18, 2021

    Premium web-based properties were trying to break out of traditional methods of programmatic targeting even before Google announced third-party cookie deprecation in Chrome.

  • Video
     | 
    APR 7, 2021

    eMarketer was pleased to moderate a Tech-Talk Webinar featuring Salesforce's Kathy Baxter, architect, ethical AI practice. She discussed how to use AI marketing to build customer trust as the third-party cookie deprecates and marketers must collect data directly.

  • Report
     | 
    FEB 11, 2021

    Chrome Deprecates the Third-Party Tracking Cookie. Chrome will deprecate third-party tracking cookies in early 2022—a step that has already been taken by other major web browsers.

  • Article
     | 
    MAR 15, 2021

    UID 2.0 enters beta: After months of building traction in the digital media industry, the third-party cookie alternative begins beta testing this week.

  • Audio
     | 
    JUL 14, 2021

    As advertisers have cut down on how many demand-side platforms (DSPs) they work with, publishers have increased the number of their supply-side platform (SSP) partners. Lauren T. Fisher, executive vice president of business intelligence at research firm Advertiser Perceptions, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest wave of SSP research, why identity resolution is important, and what to expect now that cookie deprecation in Chrome has been delayed.

  • Article
     | 
    MAR 11, 2021

    Now, increasing restrictions on data collection, changes to Apple’s Identifier for Advertisers (IDFA), and the death of the third-party cookie will mean that winning brands must reduce their dependence on third parties, and place a greater focus on first-party data and owned channels. In short, they’ll need more direct-to-consumer (D2C) marketing, and less (though still plenty) advertising.

  • Article
     | 
    NOV 8, 2021

    The big takeaway: With many companies caught flat-footed by the iOS changes, will the same happen when it comes to third-party cookie deprecation? While cookies won’t be entirely phased out until late 2023, it’s something that all brands need to be thinking about starting yesterday.

  • Audio
     | 
    FEB 24, 2021

    Advertisers' most-used identifier, the third-party cookie, is going away in less than a year. Mark Connon, general manager at identity graph provider Tapad, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the difference between identity and identifiers, why the digital media ecosystem should be prepared to work with several identifiers going forward, and what will happen when Apple's AppTrackingTransparency framework rolls out.

  • Article
     | 
    OCT 2, 2021

    Also worth noting: As the third-party cookie is on track to be deprecated, it may be harder to target and treat this already-overlooked customer uniquely. 78% of Hispanic consumers don’t believe brands adequately target them, and 66% notice bilingual ad campaigns since they “reflect their own experience,” per Hispanic digital media company H Code. 35% of Hispanic consumers are bilingual and 21% prefer both

  • Report
     | 
    MAY 24, 2021

    Collecting—and Making Sense of—First-Party Data. The increasing restrictions on data collection and the death of the third-party cookie are leading companies to focus on first-party data and owned channels. Marketing executives will put more emphasis on the accumulation of first-party data—as well as making sense of it. What’s New.

  • Report
     | 
    NOV 4, 2021

    Some said it would also act as a future-proof solution against the possibility of more widespread pixel loss should browsers eventually deprecate tracking code beyond the third-party cookie. Advertisers can also create custom audiences with data passed through CAPI and use these to seed lookalike audiences. CAPI remains relatively new for advertisers.

  • Article
     | 
    OCT 7, 2020

    Addressable advertising relies on being able to identify users to serve them the right message at the right time. But the identifiers that marketers use to do this are coming under threat as platforms and regulators work to improve data privacy and protection practices for consumers—namely by killing the third-party tracking cookie.

  • Article
     | 
    MAY 12, 2021

    Join us to hear more from Nicole Perrin, eMarketer principal analyst at Insider Intelligence, as she covers how to confront today’s attribution challenges, including Apple’s AppTrackingTransparency framework and the deprecation of the third-party cookie. Click here to reserve your seat.

  • Video
     | 
    JUL 8, 2021

    As the digital landscape evolves, with third-party cookie deprecation on the horizon, and the Identifier for Advertisers (IDFA) becoming opt-in, achieving strong customer connections will become even more challenging.

  • Article
     | 
    JUN 22, 2020

    Data is critical in marketing and advertising, but navigating between points of activation can be complex and prohibitive. With the end of the third-party cookie, this challenging journey through the infrastructure of the data-driven media ecosystem is about to become even more difficult.

  • Article
     | 
    NOV 12, 2021

    We spoke with Pat Bigatel, general manager of Amazon ShopLocal, which helps third-party sellers reach more customers by listing products in Amazon’s store and offering local customers the opportunity for same-day order pickup. Amazon Local Selling launched in October 2021 as a way to extend support to local retailers.

  • Audio
     | 
    OCT 28, 2021

    On today's episode, we discuss how prepared measurement and syndication vendors are for the removal of third-party cookies and device IDs, what options advertisers have to maintain measurement and addressability, and some best practices and recommendations for both sides of the supply chain that will help them seamlessly transition to a privacy-centric future. We then talk about how connected TV (CTV) giants are holding onto new customers, YouTube's CTV ads that can move over to your smartphone, and where people prefer to watch movies. Tune in to the discussion with senior vice president of product and general manager of customer experience at Neustar Steve Silvers and eMarketer principal analyst at Insider Intelligence Paul Verna.

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