In 2020, when Google first announced its plans to eliminate third-party tracking cookies, it sent marketers scrambling for alternative data sources and new marketing strategies. Now, with the recent ...

From left: AdExchanger Executive Editor Sarah Sluis; Martin Kihn, Salesforce; Erin Foxworthy, Snowflake; and Matt Kilmartin, LiveRamp. Signal loss has led advertisers to invest heavily in their ...

With recent shifts in privacy regulations and advertising technology, first-party data has become a powerful asset for pay-per-click advertisers. While Google abandoned its plan to phase out ...

Editor’s Note: Despite Google’s recent announcement decision to scrap third-party cookie deprecation in Chrome, Colgate-Palmolive continues to test and invest in first-party data strategies as an ...

Four in five global consumers aren’t aware of how companies use their data, suggest a survey from Cisco. With the impending ban on third-party cookies, the relationship between brands and consumers is ...

Nielsen will let the media outlets it tabulates add their own audience data to its ratings calculations, a move that the measurement giant sees as an inevitable one in the age of streaming but that ...

Are you a print subscriber? Activate your account. By Ad Age and Creativity Staff - 2 days 4 hours ago By Erika Wheless - 2 days 4 hours ago By Tim Nudd - 2 days 7 hours ago By Erika Wheless - 2 days ...

We need to understand what consumers mean when they talk about privacy. They’re on board with personalization — they just want us to be more mindful. Data privacy is on everyone’s lips as we reach the ...

Google is rolling out two new features to help you navigate the evolving digital privacy landscape and strengthen first-party data strategies. Why we care. Despite Google deciding to roll back on its ...

Google Analytics launches Customer Match beta, enabling advertisers to enhance remarketing using first-party data instead of third-party cookies. Google Analytics now lets advertisers use first-party ...

NEW YORK—The Media Rating Council (MRC) has approved the integration of first-party live streaming data into Nielsen’s accredited National Television service. In addition, the MRC renewed ...

Billions of users log into Meta technologies like Facebook and Instagram every day – an advertiser’s dream. But reaching these users with ads that are relevant to what they’re looking for is a ...