Blog about Digital Advertising & Marketing Technology

Digital Advertising

Authors: RTB House Editorial Team

Published:: 12 January 2026

Principles of Driving True Incremental Revenue Lift

Performance marketing has changed, but many marketers haven't noticed. The shift to first-price auctions since 2019 has created new opportunities for those willing to challenge conventional wisdom about running multiple performance partners. The old rules about bid collision no longer apply.
Today, the path to incremental revenue growth requires a bold approach. Instead of relying on a single partner or worrying about budget cannibalization, successful marketers are discovering that multiple performance partners can work together to drive genuine incremental lift.

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Published:
6 October 2021
Update from Chrome, Look at Digital Identity Strategies and the Future of Reporting
It’s time for our 4th Media Review. This month, we selected 5 stories, such as an update from Chrome on the progress of the Privacy Sandbox and an analysis of the future of reporting.
Advertising Privacy Updates
Published:
5 October 2021
What Makes Retargeters, and DMPs Best Prepared for the Cookieless Future?
The digital marketing landscape is a very complex environment. There are many players with different profiles of activities addressing the diverse needs of their clients.
Advertising Privacy Updates
Digital Advertising
Published:
21 September 2021
Improving Advertising Campaigns with Zero-, First-, Second- and Third-party Data
Over the years, http cookies have become an integral part of the Internet and are the most popular method of identifying users for personalizing a message. Due to their prevalence, the distinction between the types of computer cookies was not well known for a long time – cookies were simply cookies.
Advertising Privacy Updates
Digital Advertising
Published:
4 August 2021
What Does the Adjusted Timeline for the Privacy Sandbox Mean for Agencies? 6 Experts Weigh In.
We now know that third-party cookies will be staying with us a little longer. On June 24, Google released an updated timeline for the Privacy Sandbox – a high-level plan indicating that it will phase out support for third-party cookies over a three month period starting mid-2023.

The question is – how much more time does the industry actually have? The answer is – not much. Based on the official procedures for bringing new features to Chrome, we at RTB House expect that the next two years will be filled with work.
Advertising Privacy Updates
Published:
22 June 2021
Cookieless Retargeting—How Will It Work?
In January 2020, Google announced that it will end support for third-party tracking cookies in the Google Chrome browser “within two years,” signifying major changes for retargeting Google Ads. In June 2021, this timeline was extended to 2023, June 2022 brought yet another extension to the 2nd half of 2024, and in April 2024 it was postponed to the beginning of 2025. Moreover, Google Chrome declared withdrawing 1% of 3rd-party cookies in Q1 2024 to provide a reliable environment for testing.

Other browsers, such as Safari, Firefox, and Edge, have already stopped supporting 3rd party cookies for retargeting ads. But from the marketer’s point of view, the fact that Google will also follow this trend for retargeting Google Ads is important due to Chrome’s over 60% market share. Therefore—how will retargeting work without cookies?
Advertising Privacy Updates