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Google Plans New Cookie-Replacement

Google has rethought its plans to overhaul the way targeted advertising works online . It's the latest attempt to balance user privacy and accurate targeting. At the moment a large proportion of online ads are powered by third-party cookies. That's ... where an advertiser or ad network operator uses cookies to track a user's online activity and try to figure out their tastes and interests. This data then powers the ads they see on many websites, which are shown specifically for them. It's good news for advertisers as they can theoretically do a better job of reaching suitable customers, but bad ... (view more)

John Lister's picture

Apple, Facebook Fight Over Ad Tracking

Moves by Apple to restrict ad tracking have prompted a war of words with Facebook and a legal battle with advertisers. They both object to changes that require express permission for some tracking. The arguments are over the "identifier for ... advertisers" or IDFA. That's a specific code for each iPhone or iPad which can be used by advertisers to track activity by device users. Until now its been possible to use IDFA with express user consent and then combine it with other data to build up a picture of the individual for targeted advertising. The iOS 14.5 update to the iPhone and iPad operating ... (view more)

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