Unified ID 2.0

Why Google Just Reversed Its Cookie Ban And What It Means for the Future of the Web

Cookies, Experts, Google, Measurement, Privacy, Targeting /

In early 2025, Google made a surprising announcement: it had scrapped its long-anticipated plan to phase out third-party cookies in its Chrome browser. This decision marks a significant shift in the digital advertising and privacy landscape, impacting users, advertisers, regulators, and the broader Internet ecosystem. In this post, we’ll explore the background of Google’s original […]

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The Trade Desk’s Comeback: Strategies for Rebounding After a Q4 Setback

Ads, Analytics, Behavioral Targeting, Connected TV, Data Targeting, Digital Marketing, Display, Programmatic /

In the fast-paced world of digital advertising, even the most successful companies can encounter unexpected challenges. The Trade Desk, a prominent demand-side platform (DSP), recently faced such a challenge when it reported a revenue shortfall for the fourth quarter of 2024—its first miss since going public in 2016. This development has raised concerns among investors

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The Exciting Future of Advertising After Cookies

Behavioral Targeting, Connected TV, Contextual, Cookies, Geofence, Privacy, Unified ID /

Cookie Deprecation has been in conversation for digital marketing for a few years since strides in privacy have threatened the loss of this tracking technology. But is this something to fear, or an opportunity? At Above The Fold, we anticipate these changes with excitement and not the existential crisis that many articles and experts warn

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targeting your ideal audience once cookies are no longer used - you have options

What Are Cookies In Advertising? The Basics and Strategies For Navigating the Post-Cookie Era

Audience Targeting, Behavioral Targeting, Connected TV, Contextual, Cookies, Geofence, Privacy, Unified ID /

In the fast-paced realm of digital marketing, the term “cookie deprecation” has been making waves, leaving many business owners and marketers scratching their heads. What are cookies, and why should you care about their potential demise? Let’s connect the dots and explore the fundamental changes on the horizon. What Exactly Are Cookies And How Do

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Preparing For A Cookieless Future

Preparing For A Cookieless Future in Digital Advertising

Ads, Experts, Marketing, Programmatic, Targeting /

Everyone in the online advertising industry talks about the “Google Bomb,” third-party cookies going away over the last few years. The initial first step was announced to be completed by the end of 2022 which aligned with Apple’s IDFA changes. Google’s retirement of cookie’s has been continually pushed back, but on Jan 4, 2024, 1%

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