{"id":27355,"date":"2021-03-04T13:36:35","date_gmt":"2021-03-04T12:36:35","guid":{"rendered":"https:\/\/yieldbird.com\/?p=27355"},"modified":"2024-07-22T19:27:12","modified_gmt":"2024-07-22T17:27:12","slug":"google-wont-support-alternative-user-tracking-solutions","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/google-wont-support-alternative-user-tracking-solutions\/","title":{"rendered":"User Tracking: Google Won&#8217;t Support Alternative Solutions to 3rd Party Cookies"},"content":{"rendered":"\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Google\u2019s latest announcement saying that after the removal of third-party cookies in Chrome, set for early 2022, they won\u2019t allow any kind of user tracking, has stunned the Digital Marketing industry. Now the discussion has opened &#8211; Advertisers, Publishers and Data Brokers are looking for the alternatives to the alternatives they already have figured out (like Unified IDs or email addresses), while some players openly call Google\u2019s move anticompetitive (sounds like another <a href=\"https:\/\/www.gov.uk\/government\/news\/cma-to-investigate-google-s-privacy-sandbox-browser-changes\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>antitrust probe<\/strong><\/span><\/a> coming soon?).<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Let\u2019s wrap it all up and thoroughly review how the post-cookie Internet will look according to what we know right now.<\/span> <\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Google\u2019s is charting a course towards a more privacy-first web &#8211; as announced on March 3, 2021.<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">In early 2020 Google announced that they would stop the use of third-party cookies in Chrome before 2022, joining a growing list of browsers choosing to ditch the tracking technology. <\/span><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1340\" height=\"619\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/03\/user-tracking-cookies-timeline.jpg\" alt=\"Limitations in user tracking and data using - timeline\" class=\"wp-image-27379\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/user-tracking-cookies-timeline.jpg 1340w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/user-tracking-cookies-timeline-300x139.jpg 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/user-tracking-cookies-timeline-1024x473.jpg 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/user-tracking-cookies-timeline-150x69.jpg 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/user-tracking-cookies-timeline-768x355.jpg 768w\" sizes=\"auto, (max-width: 1340px) 100vw, 1340px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Although Chrome isn\u2019t the first browser which has decided to block 3rd party cookies, nevertheless it is definitely the biggest one with more than 60% share of the market among all Internet browsers.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"all-browser-ww-monthly-202002-202102\" width=\"600\" height=\"400\" style=\"width:600px; height: 400px;\"><\/div><!-- You may change the values of width and height above to resize the chart --><p>Source: <a href=\"https:\/\/gs.statcounter.com\/browser-market-share\">StatCounter Global Stats &#8211; Browser Market Share<\/a><\/p><script type=\"text\/javascript\" src=\"https:\/\/www.statcounter.com\/js\/fusioncharts.js\"><\/script><script type=\"text\/javascript\" src=\"https:\/\/gs.statcounter.com\/chart.php?all-browser-ww-monthly-202002-202102&amp;chartWidth=600\"><\/script>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The general understanding was that the end of third-party cookies won\u2019t mean the end of tracking \u2013 and that the need for true end-user consent to process personal data will persist long after third-party cookies, and the technologies that will replace them.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">However on March 3, 2021 Google announced that <a href=\"https:\/\/blog.google\/products\/ads-commerce\/a-more-privacy-first-web\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>once third-party cookies are phased out, they will not build alternate identifiers to track individuals as they browse across the web, nor will they use them in Google\u2019s products<\/strong><\/span><\/a> &#8211; even if this means giving the competitive advantage to other providers who allow any way of tracking user identity.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">In the cookieless future, Google wants ad targeting, measurement and fraud prevention to happen according to the standards set by its Privacy Sandbox, whereby cookies are replaced by five application programming interfaces. Advertisers will use each API to receive aggregated data about issues like conversion (how well their ads performed) and attribution (which entity is credited, say, for a purchase). Privacy Sandbox represents an alternative pathway that Google is providing for the ad industry to take; relying on anonymized signals (that are not cookies) within a person\u2019s Chrome browser so as to profit from that user\u2019s browsing habits.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The solution presented by Google is the privacy-preserving APIs called <a href=\"https:\/\/yieldbird.com\/what-is-floc-and-why-google-chose-it-to-replace-third-party-cookies\/\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>Federal Learning of Cohorts<\/strong><\/span><\/a>. FLoC uses machine learning algorithms that run on the device so as to group people into audience segments based on behavior such as browser history. The idea is to improve privacy by letting advertiser target groups (or \u201cFLoCs\u201d) of users based on common interests, rather than using a pseudonymous identifier for each individual user.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">To capture the key differences, let&#8217;s review the User Identification process as we know it. <\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>User Tracking in Digital Advertising &#8211; status quo<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Google\u2019s announcement has heated the discussion about the cookieless future. As <a rel=\"noreferrer noopener nofollow\" href=\"https:\/\/www.linkedin.com\/posts\/wayneblodwell_charting-a-course-towards-a-more-privacy-first-activity-6772881909342101504-ooUq\" target=\"_blank\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>The Programmatic University\u2019s Founder Wayne Blodwell noted<\/strong><\/span><\/a> in his LinkedIn post: \u201cThis is huge! Any company which is involved in facilitating a match between datasets (think Unified ID 2.0, companies that rely on email addresses\/first-party cookies etc.), will be unable to operate in the way they do today and are exceptionally challenged in how they operate in future\u201d.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span style=\"color:#494949\" class=\"has-inline-color\">This is huge! Any company which is involved in facilitating a match between datasets (think Unified ID 2.0, companies that rely on email addresses\/first-party cookies etc.), will be unable to operate in the way they do today and are exceptionally challenged in how they operate in future<\/span><\/p><cite><span style=\"color:#ff2450\" class=\"has-inline-color\">Wayne Blodwell, The Programmatic University<\/span><\/cite><\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-medium-font-size wp-block-heading\" id=\"h-what-does-it-really-mean-to-identify-a-user\"><strong>What does it really mean to identify a user?<\/strong><\/h3>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">An identifier is a means of consistently recognizing a specific entity as distinct from others across multiple interactions. In database terms, it is a \u201ckey\u201d that enables users to look up an entity. In general, we want identifiers that are machine-readable, are unlikely to collide with each other, and are consistently available. <\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">An \u201cidentity\u201d, on the other hand, is more than just name recognition. It is considered to be an approximation of the entity; a collection of metadata describing the entity, one that enables platforms to perform various business transactions (interests, measurement, rights, etc.) related to that entity.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The process of identifying users heavily depends on the approach and goals which need to be achieved. It\u2019s commonly known that all Internet interactions involve the use of identifiers. In all, there are three main types of identifiers:<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>Device ID<\/strong> <\/span><span class=\"has-inline-color has-black-color\">\u2013 a unique identifier available across the different websites or applications (cross \u2013 domain) visited on a given device.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">User ID<\/span><\/strong>&nbsp; <span class=\"has-inline-color has-black-color\">\u2013 an identifier connecting various Device IDs together to provide a cross-device view of a person.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>Customer ID<\/strong> <\/span><span class=\"has-inline-color has-black-color\">\u2013 identifier enabling the reconciliation of a customer\u2019s online with offline identification information.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Right now the companies such as LiveRamp, LiveIntent, InfoSum, Optable or Zeotap are working on <strong>universal ID and privacy by way of design solutions<\/strong>, which provide a shared identity for users across the supply chain without the use of cookies.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">On the other hand, Permutive, mParticle, Qwarry, AirGrid or Illuma are working on <strong>Customer Data Platform and contextual targeting solutions<\/strong>, which will allow for hyper-personalized advertising by using key-words, selected topics, location, browsing habits, and many other factors. This can be accomplished using first party data. <\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">A popular approach to identifying for the open internet is represented by the <strong>Unified ID 2.0<\/strong> solution. The main goal of Unified ID 2.0 is to create a standard identifier for the ad industry using hashed emails as a replacement to third-party cookies.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>What should Digital Publishers do in the light of the news brought by Google?<br> Best practices.<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>\u00b7 <\/strong><\/span><span class=\"has-inline-color has-black-color\">Create an appropriate exchange of value between users, ensuring them high-quality content, optimal ad density and good UX. Over time, they should feel comfortable enough to create an account and log in with your personal details;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7<\/span><\/strong><span class=\"has-inline-color has-black-color\"> Work on the diversification of income sources apart from advertising;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7<\/span><\/strong><span class=\"has-inline-color has-black-color\"> Use already-owned user segments;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7<\/span><\/strong><span class=\"has-inline-color has-black-color\"> Implement the most valuable Unified IDs and verify their impact on the results;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7<\/span><\/strong><span class=\"has-inline-color has-black-color\"> Consider participation in market aliases (like NetID) if there are available in your market;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7<\/span><\/strong><span class=\"has-inline-color has-black-color\"> Observe the market, test and learn about new trends and popular solutions;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7<\/span><\/strong><span class=\"has-inline-color has-black-color\"> Listen to your clients: whatever you invent, it should have a demand on the market. The more you listen, the better your decision-making will be;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7<\/span><\/strong><span class=\"has-inline-color has-black-color\"> Use your partnerships with advertisers, agencies and tech vendors;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7<\/span><\/strong><span class=\"has-inline-color has-black-color\"> Verify your assumptions;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">\u00b7 <\/span><\/strong><span class=\"has-inline-color has-black-color\">Don\u2019t be afraid of mistakes.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/01\/Ad_Stack_Review_offer-1024x683.png\" alt=\"Ad Stack Review bespoke tips and recommendations to boost website monetization\" class=\"wp-image-26382\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-medium-font-size wp-block-paragraph\">A helpful tool for uncertain times full of changes is the <a href=\"https:\/\/yieldbird.com\/adstackreview\/\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>Ad Stack Review<\/strong><\/span><\/a> report. It will help you decide which solutions bring real value &#8211; and which can be easily replaced with better ones.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>How does User Tracking 3rd-Party Cookies work?<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The term &#8220;cookie&#8221; was coined by the web-browser programmer Lou Montulli, who took the terms from &#8220;magic cookie&#8221;, which is the packet of data which a program receives and sends back unchanged, used by UNIX programmers. Its main function was to remember the user\u2019s browsing activity in order to improve their experience on the web and it\u2019s still used today.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">There exist 2 types: first-party (1PC) and third-party cookies (3PC)<\/span>.<\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">First-party are generated and stored by the website you are visiting directly (remembering language settings, passwords, shopping carts, game scores etc.)<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Third-party cookies are created by websites outside of the website you are visiting (cross-site tracking collects data where you\u2019ve been and what you\u2019ve done; whereas retargeting shows you products you previously looked at, ad-serving for ads that are in-line with your interests, other third-party services provided to website owners)<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><em>Fun fact: cookies can have an expiration date. Approximately 40% of cookies live for less than one day.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>The main differences between 1st-Party Cookie and 3rd-Party Cookie<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>First-party cookies<\/strong> are usually set by the internet server of the Publisher (website owner) or by using any JS script uploaded on the webpage. Third-party cookies may be set by the external server; for instance, which is in the property of the ads demand vendor uploading code on the Publisher\u2019s website.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span class=\"has-inline-color has-black-color\">First-party cookies<\/span><\/strong> <span class=\"has-inline-color has-black-color\">are available only for the domain which has them set. Third-party cookies are available across every domain\/website, which loads third-party server codes.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>First-party cookies<\/strong> is compatible with all browsers and might be blocked or disabled by the user. However cookie files from third-party vendors are also compatible with all browsers; unless they have been blocked by the default.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>What&#8217;s next for the User Tracking?<\/strong><\/h2>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Google&#8217;s latest decision has created a lot of uncertainty for those working in the Digital Advertising industry. Still, it is getting more and more clear that the true winners in the cookieless world will be those players who focus on creating a user-friendly environment, respecting the fact that people no longer want to feel tracked as they do now.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">\u201c<a href=\"https:\/\/blog.google\/products\/ads-commerce\/a-more-privacy-first-web\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies<\/strong><\/span><\/a>\u201d is an impactful quote from Google\u2019s announcement and the fact that we can easily exchange \u201cfeel\u201d with \u201cfear\u201d is something that should really speak to the minds of all Digital Advertisers and Publishers.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Considering the scale of the Digital Advertising industry, which exceeds $100 bln per year on a global scale, we hope that despite the current uncertainty, in the long term it will be possible to minimize losses by learning-as-you-go approaches and by using the services of reliable suppliers.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Google announced that after the removal of 3rd-party cookies in Chrome, they won\u2019t allow any kind of user tracking. What does it change?<\/p>\n","protected":false},"author":56,"featured_media":23144,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"content-category":[],"class_list":["post-27355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/27355","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/56"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=27355"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/27355\/revisions"}],"predecessor-version":[{"id":33366,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/27355\/revisions\/33366"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/23144"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=27355"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=27355"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=27355"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=27355"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}