Category: AdTech Processes

October 22, 2020 by Michael Sweeney, Johanna Álvarez

Is attribution modeling really coming to an end with the death of third-party cookies?

September 25, 2020 by Michael Sweeney, Johanna Álvarez

Attribution modeling has no future. That’s one of the thoughts people had when Google Chrome announced its plans to shut off support for third-party cookies. The reasoning behind statements like this is pretty simple and it all has to do with the way attribution modeling platforms collect the data.

September 11, 2020 by Michael Sweeney, Johanna Álvarez

Many things have been said since Google announced it plans to shut off support for third-party cookies by 2022, from “cookies are dead” to “attribution modeling has no future”. Well, in part one of our three-part blog post series, we aim to shed some light on this topic and look at the role third-party cookies […]

April 21, 2020 by Michael Sweeney, Paulina Zawiślak

When you hear the words “programmatic advertising”, what comes to mind? Do you think about demand-side platforms (DSPs) and supply-side platforms (SSPs)? Or about real-time bidding (RTB) and private marketplaces (PMPs)? Programmatic advertising is a broad term that spans many areas of digital advertising — from AdTech platforms and media-buying methods to advertising channels and mediums. In […]

April 9, 2020 by Michael Sweeney

Since Google Chrome announced it’ll stop supporting third-party cookies, publishers, agencies, AdTech companies, and brands have questioned what it will mean for the future of the online advertising industry.

December 13, 2019 by Michal Wlosik, Michael Sweeney

As technology evolves and people are presented with many new ways to consume content, video seems to consistently top the charts. This is hardly surprising. Busy, hectic and mobile lifestyles are conducive to formats that allow people to digest information on-the-move in more condensed and accessible ways than blocks of plain text.  The allure of […]

September 10, 2019 by Łukasz Małecki, Daniel O'Connell, Michael Sweeney

Almost every data-management platform (DMP) on the market allows advertisers to create audiences and use them for different use cases, such as improved online ad targeting and advanced analytics. To create audiences in a DMP, the platform must first create user profiles, which comprise of numerous profile identifiers. As part of a recent internal project carried […]

May 9, 2019 by Maciej Zawadziński, Michael Sweeney

First they introduced a set of new privacy features, then they introduced their Privacy Sandox, and now, Google Chrome has taken an axe to online advertising by announcing that they will kill off third-party cookies by 2022.

April 24, 2019 by Michal Wlosik

The online advertising industry has faced various challenges in recent years – regulations like the GDPR, industry-wide problems like banner burn and banner blindness, as well as the increasing unreliability of cookies due to ad-blocking software and browser mechanisms like Intelligent Tracking Prevention (ITP). Despite these issues, targeting users based on their behavior is still […]