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At its core, programmatic ad buying is software-driven technology that seeks to automate all or parts of the ad buying process that were previously done manually. This has two benefits: Ad buying efficiency : Programmatic advertising improves the speed and scale of the ad buying process. Contextual adtargeting.
Regulations such as the EU’s GDPR and California’s CCPA force marketers to be more transparent with our cookie-dropping process. The marketing impact of the death of third-partycookies To understand how to prepare for this paradigm shift, it’s important to understand the difference between first- and third-partycookies fully.
Post cookie insights for publishers. Vox EU examines how GDPR has affected global businesses. Are Publishers Prepared for a Post-cookie World? Examining the profits and sales of various companies across myriad sectors in 61 European countries, this report highlights two key areas in which GDPR has affected businesses. .
Ever since GDPR was rolled out in Europe back in 2016, the rules for how marketers can collect and use data have been getting stricter and stricter, but the real hammer blow will hit next year. A lot of adtargeting options will probably disappear, too, though Google and others are trying to build replacements.).
4 Ways We're Preparing for Changes in Data Privacy (& So Can You) It’s no secret to any agency, programmatic or not, that major changes are afoot in the ad industry. GDPR requires websites who process personal data on EU citizens to first obtain their consent (“lawful basis”) in order to do so.
Privacy concerns have led to the introduction of new data privacy legislation, such as the General Data Protection Regulation ( GDPR ) laws in Europe and the UK. However, as with all after-the-fact legislation, GDPR is based on the technology at the time. Learn More: The Email Marketer’s 4-Step Guide to GDPR Compliance.
Identity technologies are the backbone of programmatic advertising, which has been dependent on tracking user data and third-partycookies for decades. In fact, most non-premium publishers depend on adtargeting through third-partycookies for over 80% of their ad revenue. The login-based ID solution.
It’s important to note that there are two main types of cookies: First-partycookies and third-partycookies. First-partycookies are created by the website that the user is visiting. Third-partycookies are created by websites other than the one the user is visiting.
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