Without up-to-date knowledge of changes in the programmatic industry, you could be at a disadvantage. In this video, learn about the latest decision from Google to eliminate third-party tracking and the impacts that decisions will have on the industry.
- [Instructor] Life without cookies. … In January of 2020, Google shook the programmatic industry. … Google announced that it's Chrome browser, … which has over 60% of the global browser market … would no longer support third party cookie tracking by 2022. … The cookie actually started to crumble months earlier … when Firefox and Apple's Safari browsers … started to block third party cookies by default. … The implications of this … will transform the ad-tech industry. … If third party cookies are blocked by the browser, … then data management platforms will not be receiving … the bulk of their data through ad trackers … or brand relationships. … Targeting will necessarily shift … to advertisers first party customer data, … and also less data intensive targeting alternatives, … such as contextual and location-based targeting. … Third party platforms will start to lose relevancy … and accuracy without the infusion of new data. … Another positive outcome is that this will reduce the amount …
- Data and behavioral targeting
- Managing programmatic and third-party data
- Reaching the right audience
- Targeting audiences
- Dealing with ad fraud