A webXray audit of 7,587 California websites found that Google fails to honor Global Privacy Control opt-out signals 87% of the time, Meta 69%, and Microsoft 50%. The findings expose a systemic gap between consent infrastructure and actual tracking behavior — with direct consequences for cookie-based ad measurement.
The Trade Desk is restructuring how it compensates identity partners in its Identity Alliance, shifting from volume-based payments to an incrementality model that rewards unique signal contribution. The move reshapes the economics of cross-device identity resolution and arrives amid broader tensions with major agency holding companies over transparency.
Publicis Groupe, The Trade Desk's largest holding company client, is advising its agencies to stop recommending TTD after a FirmDecisions audit found improperly applied DSP fees. The move follows Dentsu and WPP quietly exiting OpenPath and sends TTD shares down 12%.
Criteo is the first ad tech company to integrate with OpenAI's ChatGPT advertising pilot, bringing commerce media into conversational AI. Early data shows 1.5x higher conversion rates from AI-referred traffic, but advertisers face a $60 CPM channel with no conversion tracking or attribution.
Backed by 33 companies including Google, Meta, Amazon Ads, and Unilever, Project Eidos is the industry's most ambitious attempt to fix fragmented measurement. The accompanying State of Data 2026 report finds 60-75% of advanced measurement users say current tools fall short.
PayPal unveiled its Transaction Graph Insights and Measurement program at CES 2026, offering advertisers deterministic, cross-merchant attribution built on 430 million consumer accounts. It's the first major measurement product built entirely on verified purchase data.
LiveRamp acquired Habu. WPP acquired InfoSum. NIQ launched on Snowflake. After years of fragmentation, the clean room market is entering its consolidation phase. Here's what it means for measurement.