The Trade Desk

The digital marketing landscape has long relied on third-party cookies for targeted advertising and comprehensive user tracking. Yet, as privacy concerns escalate and technologies advance, a shift towards secure, privacy-focused alternatives is underway.

Nearly a week after Google sent shockwaves by halting its plan to deprecate third-party cookies in the Chrome web browser, IAB Tech Lab CEO Anthony Katsur thinks cookies will still go away eventually. Hear why on this episode of The Current Report: https://bit.ly/4fluEyP #thirdpartycookies #adtech #advertising

With access to 150 million Connected TV households in the U.S. — we can put your brand at the heart of the action when fans lean in. Advertise on every major sporting league, network, and streaming platform: https://bit.ly/4c3XqkF

With access to 150 million Connected TV households in the U.S. — we can put your brand at the heart of the action when fans lean in. Advertise on every major sporting league, network, and streaming platform with The Trade Desk: https://bit.ly/3zZazhn

The holiday season represents an essential time for brands to connect with consumers, who shop more in that window between October and December than at any other point in the year. While you may not yet feel that festive spirit, July through September is a crucial time to plan and develop your holiday advertising strategy.

Inside this edition of The Current: - The ad world got a surprise on Monday as Google paused their plan to phase out third-party cookies from the Chrome Web Browser. We highlight reactions to this news from agencies, analysts and the larger industry. - European marketers have long been moving away from cookies, in part, due to privacy regulations. Google’s decision to stop cookie deprecation won’t impede identity plans. - Publicis Health Media CMO Alison M. discusses how quality data is crucial to artificial intelligence (AI) in our latest 5 Minutes With. - In a recent op-ed, Publicis Media’s Gautier PICQUET explores why our democracy needs media diversity in a world where radicalism is increasingly asserting itself.

How long will it take for third-party cookies to crumble? Unclear. After a five-year chronicle of stops and starts, plans to deprecate third-party cookies on the leading internet browser have halted. In the meantime, ahead-of-the-curve marketers and publishers have already adopted innovative, more diverse strategies that put the consumer first: https://bit.ly/3WlrUZH

Ideal frequency is subjective. Each campaign’s optimal frequency will depend on your product or service, creative, desired outcome, ad environment, and targeting strategy. Learn how to use a data-driven approach to uncover the optimal frequency for your next campaign.

Google pivots on cookies, AGAIN. I have been saying for years now to the advertising industry, to Google, and even to Wall Street that I think it is a strategic mistake for Google to get rid of third-party cookies. Now they apparently agree. Google has finally acknowledged what the advertising industry has been saying for years—privacy sandbox is not a good product and doesn’t sufficiently protect consumer's privacy or empower advertisers. And it probably hurts publisher monetization most. Google seems to finally acknowledge that the best option for them is to give consumers the choice. The question that remains is—will Google truly give consumers choice? Or will they make the decision for consumers and then bury consumer's access to change it?   Apple has already taken this path—one that empowers Apple and deprecates users experience while asserting that the user can change it if they really want to and have the will to click a lot to find the buttons.

Days from the opening ceremonies on NBC and Peacock for the 2024 Paris games, we highlight how programmatic is carrying the torch for the first time on The Current Report: https://bit.ly/4dbqMhN #programmatic #digitaladvertising #advertising