Google has officially eliminated its Privacy Sandbox and removed the remaining 10 Sandbox technologies that were still available, marking an end to its yearslong plan to pivot away from third-party cookies on Chrome. Even as giants like Google step away from first-party initiatives, advertisers should prepare for continued change as many are pushing forward with post-cookie ambitions. Cookies may linger for some time to come, but that doesn’t negate broader consumer sentiments that favor data transparency.

Disruption is imminent for programmatic. The market teeters on the brink of several seismic shifts around identity and audience data. And a landmark antitrust ruling could energize an already hot ad tech consolidation streak.

Google no longer plans to unilaterally eliminate cookies from its Chrome browser. After four years of begrudging preparation, the advertising industry is reeling.

Advertisers won’t have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren’t going anywhere.

What are advertisers’ and publishers’ biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?

Google put a lid on its cookie deprecation plans on Monday, proposing that rather than deprecate third-party cookies, it would prompt Chrome users to “make an informed choice” on how they share their data with advertisers, according to a blog post from Anthony Chavez, vice president of Google’s Privacy Sandbox.

Walmart’s retail media network generated 11 billion impressions in Q1: The retailer is chipping away at Amazon’s dominance, despite the latter’s moves to boost non-endemic spend.

Advertisers and publishers need to prepare the end of cookies—and fast: A Teads survey found that less than a third of publishers have started adjusting to the change.

In 2025, Google will begin gradually phasing out third-party cookies, with the goal to eradicate them by year’s end. To help our readers prepare, we answered the most common questions we receive on cookie deprecation and identity resolution.

Programmatic will account for more than 9 in 10 display ad dollars this year. How it fares as the last legacy identifiers die out will make or break the future of digital advertising.

The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.

Over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale, per IDC.

Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.

Programmatic display ad spending is growing despite challenging economic conditions. Where it’s growing, and how fast, depends on how much data advertisers can access.

Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.

Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

Google, Meta find themselves in Europe’s regulatory crosshairs once more: As increased scrutiny drives up the cost of doing business, Big Tech tries to fight back.

Brands eagerly jump on the retail media network bandwagon: As access to customer data becomes a priority for brands, retailers see an opportunity to diversify their revenue streams.

Digital media revolutionized advertisers’ targeting capabilities. But regulatory and commercial updates are changing how advertisers can find and reach audiences in digital media. Read on to understand how the ecosystem is dealing with ad targeting trends in 2021.