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Cookieless Newsroom: RTB House’s Learnings from Privacy Sandbox Tests, Edge Introduces Privacy-Preserving Ads, and More

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Last Updated on: 27th March 2024, 02:09 pm

In this Cookieless Newsroom, you can read about RTB House’s early learnings from Privacy Sandbox’s tests, the introduction of Edge’s Privacy-Preserving Ads, regulatory bodies’ beef with the external identifiers, and many more cookieless topics.

Navigate to the hottest topics:


  • 22 Mar 2024: RTB House proves that personalized advertising will still be achievable with the Privacy Sandbox alone, but larger traffic needs to be deprived of third-party cookies in order to obtain statistically relevant performance-related results. [RTB House Blog]
  • 21 Mar 2024: DOJ filed a lawsuit accusing Apple of monopolistic smartphone practices. [Techcrunch]
  • 19 Mar 2024: Meta proposes cutting the ad-free subscription fee in Europe down to EUR 5,99 to appease regulatory concerns over their “pay-or-okay” behavioral tracking approach. [Techcrunch]
  • 11 Mar 2024: Apple tests its new black box, O&O (Owned & Operated) inventory-based product, similar to Google’s PMax and Meta’s Advantage+. [AdExchanger]
  • 8 Mar 2024: Optable publicly defends Chrome’s third-party cookies deprecation. It points out that Chrome needs to do it to stay competitive against other browsers. The author also underlines that it is the only browser offering an alternative digital marketing toolkit after erasing 3pcs—Privacy Sandbox. [AdExchanger]
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  • 7 Mar 2024: The Court of Justice of the EU determined that TC String in TCF (Transparency and Consent Framework) qualifies as personal data and IAB Europe is its “joint controller,” which means that the trial in Belgium between IAB Europe and Belgian DPA may resume. [Techcrunch]
  • 7 Mar 2024: FTC (Federal Trade Commission) explicitly states that it considers all browsing and location data (tied to a single profile) sensitive. [AdExchanger]
  • 7 Mar 2024: Google releases open-sourced Meridian—Marketing Mix Modeling (MMM) measurement tool—in limited access. [Google Developers]
  • 5 Mar 2024: Edge announces its Privacy-Preserving Ads (PPA) development along with Ad Selection API (AS API) and future third-party cookies deprecation. PPA is a suite of APIs which will supposedly resemble Privacy Sandbox. In contrast, its element—AS API—is likely to behave like Chrome’s Protected Audience API (PA API). Two features which ASAPI offers (and PA API doesn’t) are: multi-size/multi-slot auctions and dynamic creative insertion. [Windows Blog]
  • 4 Mar 2024: Meta introduces a new technical approach to its IPA, which aims to bring it closer to Apple’s proposal (Private Ad Measurement). [AdWeek]
  • 4 Mar 2024: Mediavine claims its test results pointed out a 1.5s larger latency for impressions won with the Protected Audience API auctions and a 39% viewability rate (compared to the industry minimum of 70%). [AdExchanger]

See also: Your Guide to Protected Audience API

  • 29 Feb 2024: Remerge and Verve claim to have successfully tested the on-device Protected Audience API’s utility in the app environment. [Remerge]
  • 29 Feb 2024: Meta’s “pay-or-consent” behavioral targeting policy gets complained about in Europe. [Reuters]
  • 28 Feb 2024: Google is hit with a €2.1 B ($2.27 B) lawsuit by Axel Springer and 31 other media groups in Europe over its dominant position in MarTech influencing lower publishers’ revenues. [Reuters]
  • 28 Feb 2024: Cracked Labs publishes a report which investigates how Liveramps identity graph violates users’ privacy by allowing individual identification across the web. On top of that, Open Rights Group filed legal complaints to authorities in the U.K. and France. [Cracked Labs]
  • 20 Feb 2024: SKAN 4 gains traction with its upgrade rate (up from SKAN 3), reaching around 40% in February. [Singular]
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