The causal sequences of Googles choices controlled AdExchangers top story list in 2021. The relocations of 2 other Big Tech platforms– Apple and Facebook (pre-Meta)– rounded out the bulk of our most-trafficked coverage.
Halfway through the year, Google threw the industry for a loop when it postponed its prepared deprecation of third-party cookies in Chrome up until the end of 2023.
Our readers also carefully followed Google item modifications, including its intent not to support email-based identifiers (were looking at you, Unified ID 2.0) after the end of third-party cookies in Chrome, its choice not to run tests of its Federated Learning of Cohorts proposition in Europe due to GDPR issues and its attribution change to deserted default last-click attribution.
On the CTV front, the Mouse Houses programmatic television ambitions attracted the attention of our audience, as did another function about the increase of CTV.
In the year ahead, the relocations of huge platforms will likely continue to control– with TV as a chance and welcome diversion from the falling apart cookie.
1. Facebook Analytics Will Shut Down On June 30– Heres Why That Is (And Isnt) A Big Deal (April).
Multiple factors notified Facebooks choice to shut down its analytics item. Lots of small businesses liked the strong, totally free product, Facebooks aspirations to be the next Google Analytics were never recognized. Exposure would have been compromised due to Apples latest personal privacy modifications, and some clients just chosen other tools.
2. Googles Message To The Advertisement Industry: We Wont Build Our Own Third-Party Cookie Alternatives (And We Dont Want You To Either) (March).
With Unified ID 2.0, independent advertisement tech made a huge bet on email-based identifiers to change third-party cookies. Google will not touch it. As it kept in mind in an incendiary blog site post, Google does not anticipate email-based identifiers to meet future personal privacy standards, a bombshell that however did little to slow down the UID2 effort in the months that followed.
3. Goodbye, Last-Click Attribution: Google Ads Changes Default To Data Modeling( September).
Mushy measurement got a bit mushier in September when Google rolled out a modification to its attribution modeling. As its own adaptation to new personal privacy and data collection guidelines, Google dropped rules-based attribution that directly connects clicks to sales (aka last-click attribution). Rather, an attribution and optimization algorithm is the default system for scoring Google Ads projects..

4. Google Grants A Third-Party Cookie Reprieve, Delays Deprecation By Two Years (June).
Googles pre-pandemic deadline to phase out third-party cookies was postponed by almost two years to the end of 2023. Pro: The industry has more time to come up with services. Con: The industry has more time to hesitate developing the solutions.
5. Google Will Not Run FLoC Origin Tests In Europe Due To GDPR Concerns (At Least For Now) (March).
Around the very same time Google turned up its nose at email-based identifiers for privacy reasons (see leading story number 3), its own privacy-based measurement alternative failed the privacy test in Europe. Google chose not to run FLoC trials in Europe over concerns that the solution– developed to use more privacy to users– might violate GDPR. Speak about a lose-lose scenario.
6. 6 Types Of Post-Cookie Data That Will Still Be Available After 2022 (May).
As online marketers, ad tech business and publishers develop their post-cookie strategies, they want to ensure theyre covering every angle. This story about which data types will pass muster without third-party cookies attracted our readers attention, as they sought to educate themselves on how to live in the cookieless future.
7. Inside Disneys Plan To Automate Half Its Ad Business Within Five Years (March).
Its a considerable development when a brand name as big and well-regarded as Disney boards the automation train. When Disney detailed its automation ambitions during the upfront season, our readers recognized the significance of its vibrant plan, which covered both Hulu and the rest of Disneys ad-supported stock. Related: A rundown of ad techs programmatic CTV ambitions landed in the top 20 stories of the year.
8. Unified ID 2.0 Is Facing Roadblocks (And Not Just To Do With Google) (March).
When Google stated it would not support email-based IDs (our second top story of the year), it contributed to the stack of issues about Unified ID 2.0s future. To summarize the other three biggies: UID2 also needs scale to draw in publishers and advertisers, consented users will not be simple to come by and it needs somebody to take charge as administrator– which is showing a lot easier stated than done.
9. Dominance And Collusion: Inside The Unredacted Antitrust Lawsuit Against Googles Advertisement Tech Business (October).
The juicy information of an antitrust lawsuit against Google were finally exposed almost a year after the initial claim. The unredacted variation is packed with discoveries that riled up publishers, consisting of claims that Google meddled with page load times to make AMP look much better and more nuggets about “Jedi Blue,” Googles secret header bidding handle Facebook.
10. WWDC 2021: Apple Calls Open Season On IP Address Tracking And Targeting (June).
When it set its sights on hobbling extra tracking methods, Apple took another bite out of the ad industry in June. Apple set out strategies to utilize a new feature, iCloud Private Relay, to obscure IP addresses. Mail Privacy Protection gets rid of the capability to see if somebody has actually opened an e-mail. Apple also built a de facto Unified ID 2.0 killer, called Hide My Mail, which produces distinct, random e-mail addresses, aka, burner email addresses.
Apple, what will you think up in 2022?

As it kept in mind in an incendiary blog post, Google does not expect email-based identifiers to meet future privacy standards, a bombshell that however did little to slow down the UID2 effort in the months that followed.
Mushy measurement got a bit mushier in September when Google rolled out a change to its attribution modeling. As its own adjustment to new personal privacy and data collection guidelines, Google dumped rules-based attribution that directly connects clicks to sales (aka last-click attribution). Googles pre-pandemic deadline to phase out third-party cookies was postponed by nearly 2 years to the end of 2023. Around the very same time Google turned up its nose at email-based identifiers for personal privacy factors (see top story number three), its own privacy-based measurement option stopped working the personal privacy test in Europe.

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