With the impending demise of third-party tracking cookies, marketing through contextual targeting is gaining a renewed importance. CMO talks to several in the industry about the opportunities and challenges in the shift to contextual marketing.

Nine has taken the wrappers off Audience Match, a new service giving brands the ability to activate people-based audiences across its media properties.

LiveRamp’s Authenticated Traffic Solution will be implemented by Seven West Media, expanding their ongoing partnership and marking the first major media outlet in Australia to implement the cookieless solution.

A new partnership between adtech outfit, Publift, and data connectivity platform, LiveRamp, offers cookieless authentication to local small and mid-sized publishers. It’s also part of the ongoing adjustments the industry is making with coming retirement of third-party cookies and a greater push for online user privacy.

GetReminded, a new consumer platform for contract, loan, insurance and other renewal reminders, has been steadily adding users while honing the technology and carefully tracking acquisition cost as it gears up /eye its expansion plans.

The end of third-party cookies will soon be a reality for marketers and as adtech and martech players move to adapt, there will be a range of new tools for identification. What alternatives are emerging and how do they handle protecting user privacy and providing addressability?

The adtech industry is responding favourably to efforts to provide alternative user identification data mechanisms to replace traditional cookie tracking. But several have warned privacy and security concerns remain a significant hurdle to adoption.

IAB Australia hosted a data governance and consumer privacy webinar recently. As part of this, principal of one of Australia's most respected experts in privacy law and practice, Salinger Privacy, Anna Johnston, shared her thoughts on the future of privacy for the Australian and global media and marketing industry.

Google's decision to make third-party cookies obsolete has been cautiously welcomed by the industry as a win for consumer privacy even as it raises significant concerns for embattled media and publishing sector trying to compete against the digital giant's ever-tighter stranglehold on advertising.

In a world of huge data growth, where data has been identified by some as the “new oil”, the most critical point for businesses is understanding the identity behind the data, according to Warren Jenson, chief financial officer, president and executive managing director of international, LiveRamp.

During its Worldwide Developer Conference in June, Apple announced its latest measures aimed at protecting users’ privacy and curbing tracking across the digital realm. It’s not the first attempt to limit tracking, nor is it the only tool available to aid digital privacy, but it signals to consumers that something's up with privacy.