The use of programmatic marketing is on the rise as marketers look for targeting methods to replace third-party cookies. Programmatic ad buying has many benefits, including efficiency and automation. In this section, Adweek writers take a deeper look at those benefits, how the industry is adopting programmatic strategies and all things programmatic across the industry. In addition, hear advice from early adopters for making the most out of your programmatic ad campaigns, news on which brands are pivoting to programmatic strategies, and much more to help you navigate the Wild West of programmatic advertising.

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Exclusive: The Trade Desk’s Media-Quality Product, SP500+, Puts Publishers at the Center

The Trade Desk SP500+ makes it easy for buyers to target high-quality publishers.

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Some Cookieless Alternatives … Still Use Cookies

While some cookieless solutions still rely on third-party cookies, it gets misleading to buyers when they are ID bridging, using cookies to target in environments where they already do not [...]

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Perfection Thwarting Progress: Response to IAB Tech Lab’s Missive on Google’s Privacy Sandbox

The IAB Tech Lab's missive against Google's post-cookie solutions, Privacy Sandbox.

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OpenX Deal Library Makes Testing Cookieless Targeting Easier for Buyers

OpenX's Cookieless Deal Library lets buyers test alt IDs and benchmark results.

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Why Testing Google’s Cookie-Alternative Privacy Sandbox Is Still Minimal

Among the critics of Google's cookie alternatives, Privacy Sandbox, is the IAB Tech Lab, which plans on publishing an analysis on the Google Chrome suite of replacement solutions soon.

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Publishers Question Related Website Sets, Google’s Privacy Sandbox Solution for Cross-Site Tracking

Google Privacy Sandbox proposal Related Website Sets lets publishers track users across five domains.

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No Long-Tail Publishers, CPMs or CPAs: What Digital Advertising Should Leave Behind in 2024

Metrics like CPA and CPM are less fit for a world without third-party cookies.

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Buyers Can’t Test Privacy Sandbox APIs in Google’s Ad Platform DV360

There is no user interface on Google's DSP to test Google's Privacy Sandbox APIs.

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Outlook 2024: Publishers Push to Prove Their Value Amid Cookie Collapse

Google's cookie deprecation and gen AI is upending the open web and search.

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The 2024 Ad-Tech Battleground: Identity and Politics

It is essential that these disparate efforts are unified under a common vision and framework.

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Marketers Shift to IP Address Band-Aids Amid Cookie Deprecation

As Google continues to deprecate third-party cookies in Chrome this year, many marketers plan to rely on IP addresses to target audiences.

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Inside Kimberly-Clark’s Ad-Tech In-Housing Strategy

CPG giant Kimberly-Clark started in-housing its programmatic contracts in 2022.

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Disney’s Clean Room Brand Activations Grew 573% in 2023

The clean room has generated 2,000 reports on behalf of brands since October 2021.

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Conversion-Based Tactics Are Pressuring Marketers Out of Great Creative Ideas

Some of the world’s best marketers have been told that what used to be called “breakthrough” media is now less important.

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Marketers Eye Transaction Data in a World Without Cookies

As advertisers adjust to signal loss and retail media grows in prominence, the efficacy of purchase data comes under more scrutiny.