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Bittersweet Change: The End of Cookies and the New Ad Frontier
Ah, the cookie crumbles, and not the sweet, chocolate-chip kind we all adore. Picture this: I just heard from a marketing manager, who was minding their own business, and was suddenly ambushed by a CEO in a frenzy. The culprit? An article in the Wall Street Journal screaming about the apocalypse of digital
advertising, all thanks to Google's plan to ax third-party cookies. The manager tries to calm the storm, explaining it's not the end of the world, but the CEO, armed with an echo of the same story from INC, is having none of it. He's ready to pull the plug on Google advertising, convinced it's all going down. Here’s the deal: Google is indeed shaking things up in Chrome-land, waving goodbye to third-party cookies – those tiny digital spies that track our every
online move. This change, set to rock the boat by the end of 2024, is part of Google's grand plan to make the internet a more private place. Imagine that – a tech giant championing privacy! They've even started testing this new frontier on a lucky (or unlucky, depending on how you see it) 1% of Chrome users. Why the fuss, you ask? Well, cookies are like the internet's memory. They remember where you've been, what you like, and even what you almost bought but
decided against because, let’s face it, who needs another novelty mug? This memory helps advertisers target ads with eerie precision. But with Google pulling the plug, the marketing world is in a tizzy, worried about losing this valuable insight. But not everyone's mourning the loss. Some industry hotshots are saying, "Bring it on!" They believe we'll adapt, find new ways to reach our audience, and maybe even respect their privacy a bit more. Google’s not just
cutting us loose, though. They're introducing something called Tracking Protection in Chrome. It's like a bouncer at the club of your personal data, deciding who gets in and who doesn’t. Still, there are naysayers. Some think Google might backtrack if this experiment goes south. Others argue that even if Google goes full throttle, it's not the end of the world. We've been living in a
partially cookie-less world for a while, thanks to browsers like Safari and Firefox. And guess what? The sky hasn’t fallen yet. The cookie jar's impending emptiness has set off a scramble akin to a Black Friday rush for the last big-screen TV. The industry's quest for alternatives to third-party cookies isn't just a search for new tools; it's more like a plot twist in a techno-thriller. Picture this: universal IDs, Identity Graphs, and Data Clean Rooms – names that
sound like they've been lifted straight from a sci-fi bestseller or the secret labs of a Bond villain. These are not your average marketing tools; they're the new protagonists in the narrative of future advertising. Universal IDs are stepping into the spotlight, promising a less intrusive, more consent-focused way of understanding audiences. Imagine a digital masquerade ball, where everyone wears a mask (a.k.a. the universal ID) – you know they're at the party, but
their true identity remains a respectful secret. It's like cookies, but with manners and a respect for personal space. These IDs are the industry's gallant attempt to waltz with privacy concerns while keeping the rhythm of targeted marketing. Then there's the world of Identity Graphs and Data Clean Rooms, which sound like something you'd find in a high-security, top-secret facility. Identity Graphs are the industry's new detectives, piecing together clues to form a
comprehensive yet anonymized picture of consumer behavior. On the other hand, Data Clean Rooms are the industry's version of a Swiss bank vault – a place where data from different parties can mingle without compromising individual privacy. It's the industry's way of saying, "Let's pool our toys but play by the rules." These innovations are not just fancy new gadgets; they represent a seismic shift towards a marketing utopia where consumer privacy and effective advertising coexist in harmony.
Welcome to the brave new world of advertising – less Big Brother, more tech-savvy cousin twice removed.
Let's strip away the sugar coating and see this for what it really is. Let's not kid ourselves: Google's shift away from third-party cookies isn't just a noble crusade for privacy. Oh no, it's a chess move in the grand game of digital dominance. This isn't just about safeguarding our online secrets; it's Google's
strategy to redraw the map of digital advertising. By changing the rules of the game, they're not just protecting privacy; they're reshaping the playing field to their advantage. And in this new game, it's the small players who are biting their nails, wondering how they'll stay in the race. Without the deep pockets or vast resources of the tech titans, these smaller companies and startups are facing a David versus Goliath scenario. They're left scrambling to adapt
to a landscape that's morphing before their eyes, trying to find their footing as the ground shifts beneath them. This move by Google, then, is a double-edged sword. On one side, it champions user privacy, a cause we can all rally behind. But on the flip side, it consolidates power in the hands of the few who can navigate these changes. It's a reminder that in the world of digital advertising, the giants don't just set the trends – they can alter the very fabric of
the industry, leaving everyone else to either adapt or get left behind. So, what’s the moral of the story? Change is inevitable, especially in the whirlwind world of digital advertising. We’ll grumble, we’ll panic, but at the end of the day, we’ll
adapt. We always do. And who knows? This might just be the push we need to innovate, to find new ways to connect with people without being creepy about it. Because let's be honest, nobody likes to feel like they're being watched. Not even by a cookie.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
👻🤝📺 Snapchat's parent, Snap Inc., is joining forces with TV tech whiz Samba TV to revolutionize how entertainment marketers track the bang for their buck from Snapchat ads. Samba TV, the big-shot of audience data, with its eye on over 200 U.S. networks and 400 digital publishers, will now help Snap's advertisers see if their ads really get people watching their shows. It's like a high-tech
crystal ball for media brands, now able to gauge their ad impact on both traditional and streaming TV, thanks to Samba's 3 million household insights. With Snap's aim to charm the youth and Samba's reach across 48 million smart TVs, it's a match made in marketing heaven, launching this Thursday to turn ad-spends into audience gold! 📊🚀💸
🍪📊 Bye-bye browser cookies, hello futuristic metrics! Integral Ad Science (IAS) just dropped a game-changer: the
"quality attention" metric, blending media quality, eye-tracking, AI, and ML for sharper ad insights. Early bird Omnicom's OMD is already raving, using this wizardry to compare attention across publishers and ad sources. The tool is a Sherlock Holmes for the digital age, deducing what catches users' eyes and linking it to tangible business outcomes. Advertisers, tired of playing hide-and-seek with results amidst a crowded web, now have a new ally. This IAS brainchild promises real-time,
attention-based campaign tweaks and a roadmap to success. Expectations? Sky-high, as IAS teases up to 137% lift in conversion rates. The secret sauce? A trifecta of visibility, context, and interaction, all analyzed by AI to predict ad success. The future of ad metrics isn't just bright; it's laser-focused! 💡🔍🚀
🚴♀️💥📱 Peloton's pedaling into TikTok territory with a fresh, custom content deal, a first-of-its-kind for the fitness giant!
They're launching a #TikTokFitness hub, showcasing a mix of live, pre-recorded classes, and cool collabs with creators and celebs. It's all about accessibility, echoing their “Anyone. Anytime. Anywhere.” mantra. This move is a strategic sprint to connect with TikTok’s Gen Z crowd and pump up growth. TikTok, home to over a billion active users, is the perfect digital gym for Peloton to flex its content muscles. Their classes won't need Peloton's pricey gear, making fitness fun and
accessible in the U.S., U.K., and Canada. Amidst a post-pandemic slowdown and executive shake-ups, this partnership is Peloton’s bid to stay in the fitness race and captivate new, young audiences. They’re not just riding the social wave; they’re leading the pack! 🌟🤳🔥
This
infographic rolls out the red carpet, revealing the cash cows of tech's high society 🎩. Amazon reigns with a $514 billion pie, a majority sliced by its retail might, while AWS puffs up a decent chunk too 🥧. Apple, not far behind, banks on the iPhone's charm, capturing over half its $383 billion fortune 📱. Alphabet spells success with $283 billion, with Google Search and YouTube Ads casting the winning spells 🪄. Microsoft, the $212 billion "Windows" to the
corporate soul, finds Office Products snugly in its revenue repertoire 🏢. Meta, with $117 billion, thumbs through most of its riches via ads, keeping its social kingdom afloat 💬. Lastly, NVIDIA, the $27 billion whiz kid on the block, flexes its GPU muscles for the tech-savvy crowd 💪.
🍪🚫🔍 Today, Google's Chrome crew began the great cookie crumble, axing them from 1% of browser traffic. 🌐✂️ Ad folks, listen up! It's time to cook up new ad
auction recipes 📈🧑🍳 because by year's end, when 100% of Chrome's cookies are history, it's a whole new internet ad game. 🕹️🌐 #CookieCutting #AdRevolution #TechTrendsetter 🥳📅
📰🤡 "Fake news may be the final curtain call for marketing hoaxes," warns the ad world. Snoop Dogg's 'no smoke' prank for a fire pit ad was fun, but as 2024 rolls in, the line between fun and fiction gets blurry. 🌫️🎭 In the internet's echo chamber, marketers used
hoaxes from Taco Bell's Liberty Bell purchase to The Gunshop's anti-violence message. 🌮🔔 Now, the rise of fake news and AI's deepfake wizardry has everyone second-guessing reality. 🤖👀 The big worry? Losing trust in what we see and read, leading to a dystopian, post-truth world. 🌍🔮 Brands, beware: what once was a chuckle-worthy trick might now be a credibility crisis in disguise. 😕🃏 #MarketingMischief #RealityCheck 🚫🤹♂️
🛒💻 Commerce media's
booming, and retail media networks are the new gold rush! 🌟 GroupM's Kate Scott-Dawkins dialed back her retail media spend forecast, but Brazil, Mexico, and France are gearing up for big growth. 🌍💹 In the U.S., the big names like Amazon and Walmart dominate, but now there's a shift towards the middle market. 🎯🛍️ Enter Jared Belsky's Acadia, targeting the untapped potential of mid-sized retail platforms like Chewy, Kroger, and Ulta. 🐶🛒👗 Acadia, with its 90-person global team, is
diving deep into the unique mechanics of each client and platform, proving that the first dollar spent in these middle-market spaces can be more effective than the last dollar in the giants. 📈💸 As 2024 unfolds, expect more agencies to join this middle-market retail media movement, aiming for a slice of the predicted $150 billion pie by 2026. 🍰🔮 #RetailMedia #MarketingTrends #MiddleMarketFocus
🎥🕵️♂️ TikTok's in a legal tango over privacy! They're
facing a lawsuit for allegedly hoovering up data from non-users via a tiny digital spy called the 'TikTok pixel' on sites like Hulu and Etsy. 🌐💼 Their defense? "You clicked, so you consented!" Meanwhile, Bernadine Griffith, a non-TikTokker, claims TikTok's been secretly snooping on her online shopping and streaming habits. 🛍️🔍 The court's like, "Let's hear more," allowing most of her privacy invasion claims to dance on. TikTok's next move? Arguing it's the websites' fault for
installing their sneaky pixel in the first place. 🕺💻👀
🥤👨👩👦👦 Coca-Cola's stirring up a fizzy family affair! Their latest ad campaign marries their soda spectrum with homey vibes, aiming to give viewers those warm, fuzzy goosebumps. 🌟🏡 Directed by "The Bear" creator Christopher Storer, the ad spotlights a newbie introduced to a chaotic, yet endearing family gathering, with Coke products naturally part of the scene. 🎬👋 While AI
isn't the main chef in their creative kitchen, it's seasoning the mix with insights. The goal? To be the toast of family moments, just like their beverages. 🍹🎉📺
🏦🌟 Tyrrell Schmidt steps up as the new Global Chief Marketing Officer at TD Bank Group! 🚀 After a stellar interim stint, she's now officially in charge, reporting to Christine Morris. Her mission? To keep the bank customer-obsessed and
brand-strong. 💪🤝 Under her guidance, TD's marketing has gone personal and segment-savvy, driving record sales in FY'23. 📈 Tyrrell, a champion of inclusive leadership and team building, has been a magnet for top talent in both the U.S. and Canada. 🇺🇸🇨🇦 With a rich history in roles across continents and industries, she's primed to lead TD's marketing into a dynamic future. 🌍📊 #BankingLeadership #GlobalMarketing #TeamTD
Omnicom's big buy! 🛒💸
They just snapped up Flywheel Digital from Ascential for a cool $900M, with former Ascential bigwig Duncan Painter leading the charge. 🚀 Painter's dream of spinning off Flywheel is now a reality, boosting Omnicom's AI system with juicy commerce data. 🤖💰 Meanwhile, there's some intriguing sidebar action: Omnicom's dipping its toes into Hudson MX's sale, a tech start-up previously backed by Ascential. 🎭🤔 But wait, there's drama! Flywheel's caught in legal tangles with Compass
Marketing, which could see Omnicom dragged into court. ⚖️🔥 Amidst all this, Ascential's board sees a shuffle, waving goodbye to two directors and crowning Philip Thomas as the new Executive Director. 👋👑
Elon Musk's social media saga continues! 🚀📱 His company X tried to sidestep California's social media law, AB 587, but got a big "nope" from a federal judge. 🚫⚖️ The law demands social platforms spill the beans on their content-moderation
policies, but X cried "First Amendment violation!" 😱📜 X argued the law would force them to censor, but Judge William Shubb wasn't having it, calling the reporting requirements "factual" and "uncontroversial." 🤷♂️📄 Meanwhile, X, Musk's rebranded Twitter, slashed its trust and safety team, leading to a digital wild west with rising harmful content. 🌵🔥 This move scared off advertisers and piqued the EU's interest, probing whether X broke the Digital Services Act. 🕵️♂️
Advertising's cookie conundrum! 🍪💔 Mid-last year, ad spending finally bounced back, but 2024's looking like a year of penny-pinching for advertisers grappling with identity crises and the cookie's demise. 📉🔍 Nicole Perrin, an ad expert from Advertiser Perceptions, spotlights the big shift: publishers must now invent new tech for cost-cutting advertisers. 🛠️📚 Goodbye, cookies! These relics, absent in apps and shunned by major browsers, are phasing out, with
Google Chrome's upcoming 'Tracking Protection' leading the charge. 🚫🌐 This cookie crackdown, coupled with Apple and Google's ad ID changes, is tossing advertisers into a whirlpool of data dilemmas. 🌀💻 The real scare? Losing precision-targeted ads and reliable metrics. 🎯📊 But there's hope! Alternatives like cleanrooms, UID2, and Yahoo Connect ID offer deterministic targeting, while AI's already shaping ad targeting in digital fortresses. The question is, will the ad world unite under one
solution or juggle multiple tools? 🤹♀️🌐
Social media's kiddie cash cow! 🐄💰 Harvard's latest study reveals a whopping $11 billion ad revenue from minors on big platforms like Facebook, Instagram, Snapchat, TikTok, X (ex-Twitter), and YouTube last year. 🚸💸 The study's calling for government action, arguing these tech giants are too busy counting coins to self-regulate kid's screen time. 🚨👶 The breakdown?
YouTube's the top earner from the under-12s, raking in nearly $959.1M, while Instagram's the teen champ with a cool $4B. 🏆🧒 For Snapchat, a staggering 41.4% of its ad dough came from those 17 and under! TikTok (35%), YouTube (27%), and Instagram (16%) aren't far behind. Meanwhile, Facebook and X pocket less from the youth, with under 3% each. 📉👧 The research, blending data from the U.S. Census, Common Sense Media, Pew Research, Insider Intelligence, and Qustodio, paints a vivid picture of
how social giants monetize minors. 📊👀
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FAST and Curious: The Free Ad-Supported TV Phenomenon Taking Over Streaming
Netflix’s dive into the ad-infested waters isn’t just a splash—it’s a cannonball that’s sent waves through the SVOD sea. In a landscape where “subscriber growth” was
the chant, the major players are now humming a different tune: advertising tiers. This shift is more than just a fad. The year 2023 in media was less a rollercoaster and more a rocket ride to the moon—without a clear landing strategy. WGA and SAG-AFTRA strikes turned studios into frantic chefs in a kitchen where half the ingredients are missing. This chaos was the backdrop to the intensifying streaming wars. READ MORE AND LEARN MORE
For a deeper understanding of digital identity in advertising, our round table discussion with industry experts is a must-watch. The panelists delve into the challenges marketers face in this evolving landscape, emphasizing the need for adaptability in response to regulatory changes and platform shifts.
They highlight the importance of balancing precise advertising with user privacy and underscore the potential of contextual advertising and local/geo-targeting. Key topics include the role of first-party data, collaboration within walled gardens, AI's influence in privacy debates, and navigating user perceptions. The discussion also touches on the impact of government regulation and the criticality of industry education. This comprehensive conversation offers valuable insights for marketers
navigating the post-cookie era and the future of identity in 2024.
WATCH NOW
Identity Icing: Shaping Marketing Identity in a Post-Cookie World
The marketing world is at a crossroads with the decline of third-party cookies. This once ubiquitous and economical tool, embraced by publishers, advertisers, and agencies alike, is now
nearing its end. Triggered by a combination of heightened data protection regulations and consumer privacy concerns, this shift challenges the core practices of targeted advertising and inventory monetization. The question that now looms large is how brands and publishers can adapt to maintain effectiveness without these digital mainstays. Folks who have been baking cookies for all this time, suddenly are being told they need to make cake, and frankly, they were bad bakers to start with. READ MORE OF THIS STORY
YAHOO RISES FROM THE DIIGITAL ASHES
Silicon Valley giants and plucky startups alike vie for the spotlight in the adtech world but a familiar name is making an extraordinary comeback. Yahoo, the once-ubiquitous portal to the online universe, is scripting a
revival that’s as unexpected as it is impressive. This resurgence is not just a tale of technological innovation; it’s a story of strategic reinvention, led by the launch of Yahoo Blueprint, an AI-powered suite that’s redefining the landscape of digital advertising. READ THE STORY AND LEARN MORE
Billion-Dollar Blindspots: The ANA Report’s Eye-Opening Revelations
In the complex world of digital advertising, the Association of National Advertisers (ANA) has released a groundbreaking report, shedding light on the often opaque and misunderstood
intricacies of programmatic media buying. This detailed study, analyzing an impressive $123 million in advertising spend from notable brands such as State Farm, Mondelez, and Discover, spans the period from September 2022 to January 2023. It offers an unvarnished look at the realities of digital advertising, where the conventional wisdom about the relationship between the cost of media and its quality is turned on its head. READ MORE
Roblox Roulette: Why Some Brands Win, and Others Just Lose
A common misconception continues to lure brands into treacherous waters: the belief that mere presence guarantees relevance, and relevance, in turn, ensures resonance. This misguided notion has led
many brands to venture into the captivating world of Roblox, a thriving digital universe, only to find themselves grappling with disappointment. The burning question arises: Why do so many brands stumble when trying to harmonize with the Roblox community? Let’s embark on a comprehensive exploration of the matter. READ MORE
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OOH LA LA: THE TRANSFORMATION OF OUTDOOR ADS FROM SIMPLE TO SMART
In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its story into the very walls that house our everyday lives. From the
first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just survived; it has thrived, morphing with the ages, mirroring human ingenuity.
READ MORE
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS
As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in the world of advertising technology (AdTech). This burgeoning field, a
confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
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