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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Publishers Caught in the Crosshairs of Vendor MFA Tools

Integral Ad Science and DoubleVerify have new tech tools to help brands block MFA (made-for-advertising websites), and publishers worry that they will have no choice but to get caught in [...]

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Marketers Find New Ways to Buy Programmatic Ads Without Relying on User Data

Buyers and adtech firms are diving into the bidstream to target campaigns along advanced contextual signals toward quality media and away from audience-focused strategies.

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The CMA Is Prepared to Delay Google’s Cookie Deprecation Plans

At an IAB Tech Lab event in New York, the UK regulatory body said it was prepared to delay cookie deprecation's deadline, currently set for the end of this year, [...]

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ID Spoofing Dents Campaign Performance

Basis Technologies found that for campaigns where there was a higher prevalence of deceptive identity practices, conversions were likely to be lower.

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Theoretical Physics Prepared Jonathan Roberts for a Career in Ad Tech

The Oxford academic found a stimulating complexity in both worlds.

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Exclusive: Cookie Deception Sparks Tension Between Buy and Sell Side in IAB Tech Lab

In meetings within the IAB Tech Lab, not previously reported, the buy-side says they've been duped about SSPs solutions for cookieless environments.

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How to Adjust—and Measure—Your Content Strategy for Google’s SGE

Google’s Search Generative Experience is still very much in its infancy, but brands need to take its evolutionary shifts seriously.

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In the W3C, the Post-Cookie Conversation Finds Consensus

Browsers have been finding common ground on privacy-centric advertising solutions in the W3C.

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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.