Chris Emme, Managing Director, Americas at Eyeota writes for the IAB on how to assess your data stack: "The ad tech landscape has outlived an era of turmoil marked by an overabundance of players with fragmented data solutions (buying technologies). In their wake, over-promising and under-delivering resulted in a period of confusion. As the dust finally settles, however, brands can now more clearly see whom the key players are in the platform space and make decisions about their tech stacks accordingly. Simultaneously, marketers are choosing particular buying platforms to automate media buying across search, social, display, mobile and more, and are now on the road to true automation."
Pieter de Zwart, Eyeota Chief Technology Officer explores the future of the cookie for The Drum. The cookie’s fall from grace has been nothing short of epic. Misused and abused, the cookie has carried the blame for the consumer privacy concerns that plague programmatic advertising to this day. While many have already declared it dead, it might serve us all to pause and acknowledge that, in truth, the cookie is far from obsolete. It’s likely that cookies will play a more peripheral role in digital advertising moving forward, but for now, they are still the fundamental backbone of the internet.
