Blog about Digital Advertising & Marketing Technology

Cookies play an essential role in the modern internet. These small pieces of data stored in your web browser can do everything from saving login details to enhancing website performance to helping marketers show users products that they will love. However, not all cookies are made equal, and there are significant differences between first-party and third-party cookies.

The Privacy Sandbox timeline states that in Q3 2024, “Chrome will phase out support for third-party cookies over a two-month period.” Whether or not Q3 2024 is the right time is an important question, but in this blog post, we’d like to focus on the second aspect of the deprecation—the duration of the time over which it reaches 100% of users. We will argue that a two-month timeframe (a “cliff”) is too quick and therefore, dangerous. To maximize the chances of AdTech successfully transitioning to a cookieless world, the deprecation ramp-up should be more prolonged, gradual, and known in advance.

Any seasoned marketer will happily tell you that retargeting is one of the best ways to engage with potential customers on the open web. The approach allows you to find and connect with people who have previously shown interest and is a powerful tool when used correctly. But how do you measure and optimize a retargeting campaign? Well, that’s where the real fun starts—we use retargeting statistics.

This article aims to complete the round of quality tests performed on the sampled Seller-Defined Audiences signals we received from the sell side. While the previous article investigated contextual SDAs, this one will focus on user SDAs and verify how they reflect reality. The tests in this section varied from the ones performed on the contextual signals as the nature of the user type differs. The first test relied on a manual check of an assignment mechanism, while the second one was based on a survey campaign.

CPMs, CTRs, and AIDA. The digital marketing world is rife with acronyms, jargon, and even a few straightforward terms that can have nuanced meanings. There’s no better example of this than remarketing and retargeting; both terms are often used interchangeably, even by seasoned marketing professionals, but there are subtle differences that can influence the success of your marketing campaigns.

In short, retargeting consists of paid ads served to anonymous website visitors by way of pixels/cookies, and remarketing is conducted via owned channels like email/SMS to known contacts from CRM data.

Today, we’ll look at the specific differences between remarketing vs. retargeting and examine one of the big questions of the marketing world.

In this Media Review you can read about Google’s Privacy Sandbox advancements, Meta’s unprecedented GDPR fine, and Apple’s new preventive measures to third-party tracking.