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Google’s cookie pivot leaves 88% of industry in uncertainty: IAB

Martech

Google’s pivot on deprecating third-party cookies has caused uncertainty in the digital advertising industry. Navigating the uncertainty A recent IAB study shows that 88% of industry professionals feel Google’s decision to reverse the phase-out of third-party cookies has caused major confusion in digital advertising.

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AI-powered martech news and releases: August 8

Martech

And now, here’s this week’s AI-powered martech news and releases: Optimove has partnered with Captain Up and Gamanza Engage to create AI-driven gamification solutions. It checks the initial brief — whether a formal document or a hurried email – for all the key components, such as budgets, timings, target audiences and objectives.

MarTech 115
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Mixed reactions from ad ecosystem to Google keeping cookies

Martech

After years of back and forth between Google and regulatory bodies, the news finally came that Google is scrapping plans to kill third-party cookies in Chrome. By delaying the depreciation of cookies, Google buys itself time to either refine the Privacy Sandbox or to make its implications less transparent.

Cookies 124
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One way or another, cookies are going away

Martech

” That was Amit Kotecha, CMO at digital advertising , audience insights and measurement platform Quantcast, talking to us back in May of this year. It announced that it would not deprecate cookies on the Chrome browser but let individual users decide whether to permit them or not. Google finally broke the stalemate.

Cookies 112
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Why first-party data still reigns even with Google keeping third-party cookies

Martech

Data is not a new topic, but it is being revitalized since Google’s announcement that cookie deprecation is no longer in the pipeline. adults will turn off cookies to manage their online privacy, so moving away from third-party dependence is still worthwhile. Up to 67% of U.S. This makes first-party data incredibly valuable.

Cookies 121
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10 martech predictions of what won’t happen in 2025

Martech

Every year, the martech world is flooded with bold predictions about whats next. Here are 10 martech trends you wont see in 2025, and the reasons why theyre just not realistic. Were all going to spend more on martech tools this year and probably for years to come. Dig deeper: Whats next for Googles third-party cookie saga?

MarTech 108
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Breaking data silos: Digital marketer’s checklist for strategic data collaboration by Lotame

Martech

Third-party cookies : Continued reliance on third-party cookies, but a shift toward a portfolio approach in identity solutions. Data collaboration platforms : Emerging as versatile tools for unifying data, uncovering insights and improving audience targeting, showing tangible positive outcomes.

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