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☆ Google might have to delay its plan to kill tracking cookies until 2025, ad industry experts believe
▼ + stars: | 2023-11-09 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +6 min

There are growing rumblings within the ad industry that Google won't be able to get rid of third-party tracking cookies until 2025 at the earliest. It has since delayed that plan twice to give the ad industry more time to prepare, but has repeatedly said it's on track for a fourth-quarter, 2024 cookie expiry date. "It's a mess," said one ad industry executive speaking on condition of anonymity in order to talk freely about the process. The CMA's latest Privacy Sandbox update listed various concerns from various constituents about the proposals. Despite some skepticism that Google can hit its 2024 deadline, many in the ad industry just want to move past third-party cookies after almost four years in limbo.

Persons: James Rosewell, Rosewell, Achim Schlosser, there's, —, Paul Bannister, Bannister, Mathieu Roche Organizations: Google, UK's, Markets Authority, CMA, Movement, European netID Foundation, Publishers, Yahoo

☆ The digital-ad industry is spending the 4th of July holiday scrambling to recover funds lost from MediaMath's shocking bankruptcy
▼ + stars: | 2023-07-03 | by ( Ryan Joe | Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

One adtech executive believes MediaMath's bankruptcy is a sign of more pain to come. MediaMath's filing for Chapter 11 bankruptcy protection has sent shock waves throughout the digital-ad industry. Now MediaMath's creditors, who are cumulatively owed more than $100 million, are scrambling to figure out their next moves. It's likely that the unsecured creditors owed money by MediaMath would receive just pennies on the dollar once the bankruptcy proceedings are resolved. Bannister said Raptive was in the process of seeing how much money MediaMath owed it.

Persons: MediaMath, SSPs, Goldman Sachs, PubMatic, Ana Milicevic, Milicevic, It's, Paul Bannister, Bannister, Raptive, Scott Messer, he's, they're, Brian O'Kelley Organizations: MediaMath's, MediaMath, Fuel, Sparrow Advisers, Messer Media, YouTube, ANA Locations: MediaMath, there's

The rise of AI-powered search could transform the internet. If AI-powered search catches on, it will upend the practice of search advertising. Right now, not a lot seems to have changed on the ad landscape, despite the media frenzy around the new AI search tools. Bannister doesn't think AI-powered search will change advertising drastically in the short term, but even small changes can have an impact on business. Sutton is cautiously optimistic though that the addition of AI to search queries on Bing and Google Search won't impact publishers like Gannett, which owns mostly news sites.

[1/3] A 3D printed Google logo is placed on the Apple Macbook in this illustration taken April 12, 2020. Apple Inc (AAPL.O), which is steadily growing its nascent advertising business and promoting it as privacy-focused, could be a winner if Google ads become less effective, said Brian Mandelbaum, chief executive of marketing firm Attain. With more options besides Google, publishers will have more transparency over how much they can sell ad space for, and could end up paying less in fees, Mandelbaum said. If Google loses access to data signals, advertisers could see their Google ads become less effective, said Nikhil Lai, senior analyst at research firm Forrester. While the lawsuit settled, the fight is credited with opening the way for other internet innovators, like Google itself.

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