2021
DIGIDAY
The Long Goodbye
In this series, we'll explore many facets of what this could mean for the industry and its major players, including how Apple is building up its own ad business and how publishers are navigating the changes. Click the circles in the image to navigate to each story in our series.
The abrupt decision has resurfaced the grip Google has on the digital ad economy — and who is looking to fill those shoes. It has highlighted the need for publishers to create robust data sets and (in some cases) for marketers to adjust their media spends.
The Long Goodbye is a 10-part editorial series from Digiday that takes a look at how the advertising industry will be affected after Google completes its phaseout of the third-party cookie. The topic took on new life after the company delayed its elimination in Chrome browsers to late 2023.
Apple Vacuum
Between recent tech updates and announcements that reshape advertising, it will be Apple marketers turn to now for leadership on privacy issues that matter to their media spends.
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Web collapse
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In the absence of third-party cookies, marketers will need to work more closely with trusted publishers to reach their audiences. Who will lose out? It is posed for a collapse in the middle.
DMP Fate
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Since before the General Data Protection Regulation, people were either predicting or pronouncing the death of the Data Management Platform. That reckoning is here now.
Privacy confessions
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An inside view of how privacy changes are having big consequences throughout advertising.
Media cloud wars
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The fiercest battle being waged between Amazon, Google and Microsoft is over cloud computing — Google’s deprecation of the third party cookie will open media and advertising up as new fronts in that war.
Privacy in and out list
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The race against the loss of the third-party cookie has created a slew competitors. Here is Digiday's guide to who is in and out.
Going direct
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Direct deals between advertisers and publishers are being pitched harder now as advertisers see publishers as a valuable source of audience data post-third-party cookies.
Cookieless momentum
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Publishers are feeling the lack of momentum behind cookieless ad products as advertisers hold off on testing.
Apple cheat sheet
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The signs that Apple is building an ads business is there — here is what we actually know.
IAB Tech Lab
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Anthony Katsur is only weeks into his new role as the CEO of the IAB Tech Lab, but already has big plans for what he wants to do at the organization.
