Perspectives

Targeted ads have come under fire for the past few years due to a toxic combination of privacy concerns, and the potential for abuse during democractic elections. While targeted ads can help us find products that we’ll love, the seemingly magical way that they can predict what we want has unsettled many consumers, and led to very real concerns about how our data is collected and used, and thus the rise of the cookieless future.

Tasked with making client budgets deliver maximum results, media agencies have a laser focus on cost optimization and martec trends throughout the planning and execution of digital campaigns. In this article, Gabrielle de Souza, Media Supervisor at Lew’Lara\TBWA Brazil—a leading Brazilian media agency—shares her experiences planning and optimizing campaigns for global brands and how technology platforms can empower agencies to extract maximum value.

Whether clients use self-service platforms or managed service providers, they must be able to recognize the benefits of marketing technology while keeping an open mind on which approach is best for them.

We are already two months into “Mode B” testing of the Privacy Sandbox, with 3rd party cookies blocked on 1% of Chrome browsers worldwide. As part of our efforts to ensure the advertising industry retains effective tools without third party cookies, we have been actively experimenting with Privacy Sandbox tools. The results so far are encouraging, but there remains much to do.

Google Chrome set an ambitious goal in their January 2020 announcement to have the key privacy-preserving advertising technologies deployed by late 2022 for the developer community to start adopting them. On June 24, Google released an updated timeline for the Privacy Sandbox and revealed a plan to phase out support for third-party cookies over a three month period starting mid-2023.

We now know that third-party cookies will be staying with us a little longer. On June 24, Google released an updated timeline for the Privacy Sandbox – a high-level plan indicating that it will phase out support for third-party cookies over a three month period starting mid-2023.

The question is – how much more time does the industry actually have? The answer is – not much. Based on the official procedures for bringing new features to Chrome, we at RTB House expect that the next two years will be filled with work.