Originally published on Strategies.
The Opportunity to Break Free from GAFAM
The end of third-party cookies marks an opportunity for publishers and advertisers in adtech to free themselves from GAFAM, which control 60% of global online advertising revenue. The article suggests contextual targeting as an effective alternative to third-party cookies, enabling high performance while respecting user privacy.
The Importance of Contextual Targeting
This targeting method offers advertisers a relevant way to display ads that align with the content being viewed by the user, without relying on personal data. It also allows for the redistribution of ad budgets to players independent of large closed ecosystems like Google and Meta, while preserving the competitiveness of the advertising market.
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The Importance of Innovation Outside the Open Web in Adtech
Geoffrey Berthon (Qwarry) explains that adtech must shift towards innovative solutions beyond the open web. He highlights the importance of CTV and retail media, while lamenting the lack of attention paid to CSR despite its positive impact on advertising performance.
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Cookieless: The Digital Alliance Publishes Two Guides on Activation
The Digital Alliance has released two new guides on cookieless targeting and measurement solutions. These tools aim to prepare advertisers for the post-cookie era and explore alternatives like identifiers, user cohorts, and contextual solutions.
