article thumbnail

Hybrid Solutions and Consolidation to Shape Identity Space This Year

VideoWeek

The identity landscape was dominated by Google announcements last year, centring on a cookie U-turn that left an uncertain roadmap for 2025. After years of delays to Googles plans to phase out third-party cookies, the tech giant said it would instead allow Chrome users to choose their preferred cookie settings.

Cookies 72
article thumbnail

Why Sell-Side Targeting Matters Now More Than Ever

PubMatic

Amid this uncertainty, it is imperative that advertising technology companies continue to push the envelope and deliver innovative, high-performing targeting solutions that help buyers navigate a fast-evolving landscape. DSPs then automatically decide which media placements to buy for that advertiser.

article thumbnail

The Role of Targeted Advertising Algorithms in Programmatic Media Buying

Smart-Hub

Powered by machine learning, Amazon DSP helps marketers improve campaign performance, target previously unaddressed audiences, benefit from contextual targeting, etc. However, it is important to remember that cookies are fading away.