MFA: The A Is For Arbitrage … And Adalytics - E284

Cookies aren’t going anywhere. Behind Google’s third missed deadline to remove third-party cookies from Chrome and what it means for ad tech.

 One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: Differentiating between shoppable TV and T-commerce.

Inside Forbes’ hidden MFA site, and the industry reactions to the ad-crammed subdomain. Plus: a dispatch from the Global Privacy Summit in Washington D.C., where ad tech is a hot topic.

TV ad buying platform Cadent acquires AdTheorent, setting its sights on omnichannel. Also in this episode: The less-than-kosher attribution game that retail media networks are playing with brands.

Inside the Nubai Ventures lawsuit against Outbrain. Plus: The broadcaster-backed joint industry committee and the Media Rating Council clarify their complementary roles.

More granular video classifications are replacing outstream video. But the move may devalue some inventory. Plus: GPTs are coming for contextual.

Why the 4A’s is hosting secret meetings to redefine MFA from “made for advertising” to “made for arbitrage.” Plus, a new report from Adalytics reveals that MFA-blocking solutions aren’t as effective as tech vendors claim.

In a world without cookies, ads aren’t viewable and yield goes down. But it’s still early days. Mediavine SVP Amanda Martin shares early results from its Privacy Sandbox tests.

Need ad creative? Here’s what you need to know about using a generative AI startup to make your ad. Plus: Reddit opens its books before a planned IPO.

Walmart bought Vizio for a foothold in streaming – a move that will take the retailer’s ads business to new levels. Then, a deep dive into the “sky bridges,” a new term for partnerships between walled garden platforms.