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Marketers seek adaptability amid a fragmented post-cookie landscape

Digiday

The signals marketers have traditionally used to both target online audiences and track the efficacy of such activities are on the wane as epitomized by the sunsetting of third-party cookies in the Google Chrome browser and Apple’s diminution IDFAs on iOS.

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Embracing the Cookieless Future: Publishers’ Opportunity to Take Control

Ad Monsters

With the third-party cookie deprecation, there’s an opportunity for pubs to regain control of the advertising ecosystem. In the fast-paced world of digital publishing, cookies once played a pivotal role in enabling seamless functionality across the monetization ecosystem.

Cookies 75
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Behind-The-Scenes of Header Bidding and How It Creates Better Ad Quality for Publishers

Ad Monsters

In addition, the auction enables publishers to present their ad inventory to several SSPs, ad networks, and exchanges simultaneously before involving the ad server. This creates a more competitive and transparent auction, as demand sources bid in real-time for the same inventory.

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Q&A With an AdTech Developer: How To Implement Prebid Server

Clearcode

Q&A: How Can You Use Prebid Server to Build an Ad Exchange? What Is Prebid Server and How Is It Typically Implemented? How Can Agencies Build An Exchange Using Prebid Server? How Does Prebid Server Pass On the Winning Bid to the Ad Server? An Overview of Prebid What Is Prebid?

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What do marketing attribution and predictive analytics tools do?

Martech

It’s not nearly as simple or straightforward as it sounds, but we’re getting closer these days, even taking into account the deprecation of cookies and stronger privacy regulations. Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.

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Header Bidding: What Is It & How Does It Work?

MNTN

Header bidding allows multiple bids to occur before the ad server is called. Header Bidding vs. Open Auction In an open auction, a publisher makes their ad inventory available to the highest bidder in a single exchange environment. Cookie Matching Cookie matching allows demand partners to sync user data more effectively.

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Header Bidding: What Is It and How Does It Work?

MNTN

Header bidding allows multiple bids to occur before the ad server is called. Header Bidding vs. Open Auction In an open auction, a publisher makes their ad inventory available to the highest bidder in a single exchange environment. Cookie Matching Cookie matching allows demand partners to sync user data more effectively.