Where Big Tech Advertising Businesses Stand At The End Of A Crazy 2021 – AdExchanger – AdExchanger
2021 was a year of tumult for Google advertising – but not because it wasn’t a record year for revenue. It was.
But as Google was raking in the revenue despite pandemic-related headwinds, Google’s data and privacy policy changes continued to keep the entire industry hopping on hot coals.
For starters, Google said that its ad tech will not build its own alternative tracking methods after killing third-party cookies in Chrome. And although Google didn’t cite a specific example, it made clear it doesn’t expect industry IDs (cough … Unified ID … cough) to pass muster with new privacy rules.
But Google’s own ambition to test and launch third-party cookies alternatives in its Privacy Sandbox fizzled this year.
Origin trials of Federated Learning of Cohorts, or FLoC, for instance, Google’s proposal to replace cookie-based targeting, couldn’t run in Europe over privacy concerns. And Google tossed another wrench in the Privacy Sandbox gears in June with its announcement that Chrome…
Read Full Story: https://www.adexchanger.com/online-advertising/where-big-tech-advertising-businesses-stand-at-the-end-of-a-crazy-2021/
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source: https://news.oneseocompany.com/2021/12/29/where-big-tech-advertising-businesses-stand-at-the-end-of-a-crazy-2021-adexchanger-adexchanger_2021122911601.html
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