Third-party cookies, used for tracking online behavior and enabling targeted ads, are being phased out due to privacy concerns and increased user control over their data by browsers like Google Chrome, Mozilla Firefox, and Apple Safari. Their disappearance will result in fewer personalized ads, diminished tracking across different websites, increased control over shared information, improved security against data breaches and cyberattacks, and more focus on first-party data where websites ask for user consent to gather information.
Programmatic Advertising: A comprehensive guide
Programmatic advertising is an automated, data-driven method for buying and optimizing digital ad campaigns. It’s key components include Ad Exchanges, Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), and Data Management Platforms (DMPs). Its functionality involves audience targeting, real-time bidding (RTB), ad placement, and continual optimisation.