Mediavine

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.

The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.

It’s not that publishers aren’t keen to do their part to reduce media-related carbon emissions; they just don’t want to make changes without understanding the impact on their revenue.

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.

Publishers and online video platforms that rely on accompanying content video ads could see their revenue drop after Google AdX’s April 1 update.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.

“Compliance doesn’t have to be a chore, and legal can be a strategic partner,” says Jamie Lieberman, chief legal officer at ad management and monetization platform Mediavine.

Contextual targeting today is way more advanced than what was available a decade ago. So, what could the FTC’s COPPA Rule proposal mean for contextual advertising to kids?