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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Qwarry launches contextual targeting for in-app and CTV
Qwarry is expanding its contextual targeting offering to in-app and CTV, combining context and advertising identifiers. This strategy allows for an omnichannel approach and meets the expectations of advertisers in the face of the decline of the open web.
Google keeps its cookies: a reversal after years of resistance
Google has finally decided to keep third-party cookies on Chrome after years of resistance. Instead of removing them, it will introduce a new feature that allows users to make an informed choice. The proposal is subject to regulatory approval.
