The Big Story podcast

What your colleagues and rivals consider digital promoting’s cookieless future was revealed in AdExchanger’s newest research report on identification.

On this week’s episode, we delve into the juiciest bits and key insights from the report, which is available in full to our paid members.

For instance: Even because the trade pins its hopes on email-based identifiers, respondents say they’re cut up on whether or not options anchored to e-mail addresses are extra privacy-safe than third-party cookies. They’re additionally largely uncertain concerning the Privateness Sandbox – reflecting its still-nascent standing.

Although AdExchanger fielded the report earlier than Google determined to push again the deadline to take away cookies by a yr and a half, the outcomes validate its choice to offer the trade extra time. Whereas our readers have been largely bullish about options for prospecting with out third-party cookies, they have been downright pessimistic about replicating attribution, frequency capping and retargeting with out third-party cookies.

Within the second half of this week’s episode, we take into account the most recent belle of the advert tech ball: Flashtalking, which Mediaocean acquired for half a billion {dollars} this week. We discuss the place this deal leaves the unbiased advert server market and whether or not it might presage a Mediaocean IPO.

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