fingerprinting

The purpose of ATOM 3.0 is to preserve addressability, but to do it in a way that passes the privacy sniff test.

In today’s newsletter: The CMO role is disappearing, but it may not be a bad thing; MFA sites use gen-AI images to game Facebook’s algorithm; Apple’s policies should end fingerprinting, but enforcement falls to app developers.

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

Fingerprinting, an alternative to third-party cookies, uses a constellation of browser signals to identify a person. The browsers don’t like it, but can they actually stamp it out? Plus: Advertising will grow, albeit slowly, in 2023, according to recent ad agency forecasts.

For more than a decade, the ad tech industry has tried to replace the term “fingerprinting” with euphemisms, like probabilistic modeling. But too bad for ad tech, because the term stuck.

While Chrome dallies on the third-party cookie question, Firefox keeps releasing new anti-tracking features. Marshall Erwin, Mozilla’s chief security officer, dishes on everything from cracking down on fingerprinting to its unlikely collaboration with Meta on privacy-preserving attribution technology.

After Apple’s WWDC, the company’s next step will be to clamp down on fingerprinting … the question is, when? Plus, industry orgs struggle to build a path forward with new signals.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. So Sue Me One of the myriad sticking points standing in the way of a US federal privacy law is the question of whether people will be able to sue tech companies in open court. Terms of service often stipulate that signatories give […]

Probabilistic attribution is a “stopgap,” says newly appointed Adjust CEO Simon “Bobby” Dussart. Using it for now is fine, but SKAdNetwork is the future of measurement on iOS – take it or leave it. Also in this episode: Remaining independent under parent company AppLovin.

The recent bonanza of mobile M&A has more to do with the maturity of the market than it does with any defensive measures related to Apple’s new privacy features, according to Paul Müller, CEO and co-founder of mobile measurement company Adjust. Müller knows a little something about M&A. He sold his company for roughly $1 […]