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Curated News from Adweek.com on January 14, 2020

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In a move that many have feared for the last year, Google has finally given a timeline for phasing out support for third-party cookies in its Chrome web browser. The tech giant said it will take two years to complete the transition.

Google is bowing to pressure to shore up privacy standards across its online advertising platforms and freely available web tools, which will affect more than half of all web users.

In a statement released earlier today Justin Schuh, director of Chrome engineering at Google, confirmed the timeline, vowing that Google will seek “privacy-preserving and open-standard mechanisms” that will maintain “an ad-supported web.”

Curated News from Adweek.com on September 17, 2019

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Oracle was dealt a significant blow by the European Union’s General Data Protection Regulations (GDPR), leading the company to effectively pull the plug on its audience measurement tool AddThis because of the restrictions on third-party data.

However, this week at its flagship conference Oracle OpenWorld 2019, the enterprise software giant unveiled its comeback strategy, including further inroads into the de rigeur customer data platform (CDP) space, namely an integration between CX Unity and data management platform BlueKai.

Additionally, Oracle plans to more comprehensively integrate the AI-powered data engine DataFox, a company it purchased last year to better help companies integrate insights across their organizations.

Curated News from Digiday.com on October 9, 2019

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Publishers are chasing ways to commercialize their first-party data. Their goal: Create audience identifiers that help clients target the right people at scale, without relying on third-party cookies, then expand how those audiences can be monetized.

News Corp, The Washington Post, the Guardian, Mail Online, Insider Inc. and TI Media are among the publishers actively pursuing beyond-the-cookie strategies that prioritize identifying audiences using first-party rather than third-party cookies. In some cases, that’s led to extended contextual-targeting offerings that incorporate more granular targeting around audience intents, behaviors, sentiments and interests. In others, it involves more second-party data partnerships with advertisers or selling first-party data to be used for targeting audiences outside of their own properties.

Naturally, the method and approach varies depending on the type of publisher. But their motivations are the same: To combat the loss of third-party cookies on Safari and Firefox browsers and control their audience monetization in a world in which data-privacy regulations are far tighter, and browsers like Apple Safari continue to crush workarounds to their anti-tracking policies.

Curated News from MarTechAdvisor.com on October 9th, 2019

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In their Brand Safety research, the Trustworthy Accountability Group Brand states, “Brand Safety is a component of a larger effort to control ad placement that a few digital advertising buyers and sellers are now starting to label as Brand Suitability.”  Brand suitability is the specific approach to content and context that matters to a particular brand, and only the brand knows what’s best for them. Common standards and other platform-level or industry-level solutions simply don’t make any sense in this case because every brand needs something different. An energy drink company, an insurance company, a toy company – each of these brands require different content and contextual guidelines.

Brands can overlook the importance of the actual content on UGC platforms in favour of audience targeting, stipulating only that content be “safe.” But, “safe” has come to mean a lot of things. Platforms rightfully focus on the eradication of dangerous and ubiquitous brand safety issues that can be managed at scale for all advertisers. The complexity comes in when brands actually want more than that, when they want content to be “suitable” to them specifically. That requires a much more granular focus on the individual creator content itself. Brands benefit most when they own brand suitability, and approach the content as a fundamental driver of their UGC media strategy.

Curated News from AdAge.com on September 24, 2019

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Google is experimenting with contextual ads at “much lower costs” when it comes to marketing its own products—even as it leads the way as one of the most vocal proponents of the power of personal data for targeting ads online.

Marvin Chow, Google’s VP of marketing, peeled back the curtain on the company’s promotional strategy during a talk at Advertising Week on Tuesday. In one of the examples, Chow discussed how Google has run contextual ads on The Guardian website in the U.K. to promote Google Home Mini. Contextual ads analyze the articles, videos and images on a website to target the ad, instead of relying on data gathered from tracking the individual viewer’s past online behavior. The publishing industry has been looking towards contextual ads since  privacy issues began tarnishing some of the data-collection methods that have supported personalized advertising for years.