On today's episode, we discuss where we are one year into Apple's AppTrackingTransparency (ATT) update. Who are the biggest winners and losers thus far, is ATT in fact anticompetitive, and how will ATT continue to shape the advertising space? "In Other News," we talk about TikTok adding third party cookies to its pixel and where US display advertising is heading. Tune in to the discussion with our analyst Evelyn Mitchell.

Identity resolution is in a state of flux in the US advertising industry, with third-party browser cookies and mobile IDs being ushered out in the name of consumer privacy.

In preparation for the cookieless future, marketers are homing in on first-party data to target consumers. Worldwide, 36% of marketing professionals expect that customer purchase history will be their most valuable source of data once third-party cookies are gone. Meanwhile, 32% see social media profiles as key, and 31% plan to rely on website registrations.

Identity resolution is in a state of flux in the US advertising industry, with third-party cookies and mobile IDs being ushered out in the name of consumer privacy.

Find out why brands are building their business models around trust to ensure they are collecting consented first-party data and honoring their customers’ preferences

Google’s plan to deprecate third-party cookies is opposed by Germany’s largest publishers: The fight illustrates the tension between the overlapping priorities of antitrust concerns and privacy protections.

Third-party cookies may be going away, but first-party data is still yours to own, manage, and protect

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.

Google is expected to begin phasing out third-party cookies in Chrome this year, forcing insurers to rethink how to reach consumers. They’ll experiment by investing in first-party data strategies, building customer data platforms, and testing alternative identifiers like Unified ID 2.0. Swelling marketing and data budgets will stymie digital ad spend growth in the short term.

Apple’s phaseout of its mobile Identifier for Advertisers and Google's impending deprecation of third-party cookies are forcing insurers to reshape their first-party data strategies. As they invest in building customer data platforms and testing alternative identifiers, swelling data and marketing budgets will stymie digital ad spend growth in the short term.

The misguided quest to solve for cookies. The industry is racing to find replacements for third-party cookies and mobile identifiers, with many pivoting to first-party data strategies and alternate (yet unproven) identifiers. But here’s the problem—cookies and other audience identifiers have never been the primary driver for growing a brand or for finding new customers.

Third-party cookies have long been a cornerstone of digital advertising in Latin America, and their imminent demise means that retailers’ first-party data will be more valuable than ever to brand marketers when planning and implementing their campaigns.

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.

GA4 works across platforms and can track data across websites and applications, doesn't require cookies, and measures insights using an event-based data model. It also uses data-driven attribution to assign credit to more than simply the last click, allowing marketers to see how various initiatives influence conversions.

While Google announced in January 2020 that it planned to stop supporting third-party cookies in Chrome in 2022, last year it gave us all an extension on that deadline. But that extension also led some digital professionals to take their eye off the ball. It created, for some, the impression that marketers and publishers didn’t need to buckle down immediately to prepare for a cookieless world.

Third-party identifiers, upon which programmatic digital display was built, have been under fire for years. Regulatory scrutiny has heightened and consumer sentiment around privacy has grown in favor of increased transparency into, and control over, where and how companies use personal data.