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    Why in-game advertising companies see potential benefits in the death of the third-party cookie

    Third-party cookies in Chrome are headed for extinction, but you wouldn’t know it from speaking to marketers. Everyone’s got a plan to weather the storm — or perhaps even take advantage of it. That includes in-game advertising companies, who are projecting confidence rather than doubt as the cookiepocalypse moves forward.

    Some executives in the in-game advertising sector are building the narrative that the cookie collapse might just be the space’s golden ticket, a chance to step out of the ad world’s shadow. While it’s far from the first time in-game advertisers have looked to hitch their wagon to a particularly buzzworthy horse, there’s some truth in these grand claims, given the massive amount of user data generated by gaming environments.

    Their theory — if you can call it that, given the uncertainty and guesswork of adland — goes something like this: once third-party cookies go kaput in Chrome once and for all, the online ad market beyond walled gardens will split into a big chunk of high-quality ad inventory with first-party identifiers and consent, alongside a long tail of poorly targeted impressions far more prone to fraud and malvertising.

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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