Cookies or not, ‘nothing changes’

Brands and publishers press on toward cookieless future

?By Ilyse Liffreing; Michelle Castillo

• Despite Google saying it won’t get rid of third-party cookies in its Chrome web browser, brands and publishers are moving forward with their strategies for a cookieless future.
• Companies are testing out alternative identifiers, clean rooms and other solutions, but they believe the strongest systems will be based on first-party data.

?? Lightbulb moment

“We’re going to continue to build for the future state of advertising instead of hanging onto the past.”

– Dave Olesnevich, head of data and advertising products, The Weather Company

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NBCUniversal expects record Olympics ad revenue, with 70% of advertisers being new

By Travis Clark

• NBCUniversal (NBCU) announced on Tuesday that it is expecting this year’s Olympics and Paralympics to deliver the highest ad revenue in their history, and digital ad revenue will more than double from the 2021 games.
• Viewership is also on the rise, with the first four days averaging 33.8 million viewers across platforms, including Peacock, up 77% from 2021.

?? Lightbulb moment

NBCU said that 70% of advertisers this year are first-time Olympics sponsors, generating half a billion dollars.

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A new set of realities is forcing marketers to rethink their data strategies

By Brian DeCicco, president of data strategy, Choreograph North America

• The turnabout on cookies magnifies a new set of realities that will continue to disrupt the value chain of digital marketing.
• Understanding these considerations helps inform the best path forward?and could lead to a reformation of the ad industry.

?? Lightbulb moment

“Rethinking data strategy means understanding how to harness every data signal available to you to add value.”

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5 minutes with DSPolitical’s Mark Jablonowski

By Travis Clark

• DSPolitical, the Democratic-focused voter targeting arm of Optimal, is on the frontlines of an unprecedented U.S. election cycle this year.
• Mark Jablonowski, DSPolitical’s president and CTO, says that?CTV is seeing the most growth in political ad spend; Emarketer had projected the channel to increase 506% compared to 2020.

?? Lightbulb moment

“I don’t know when, but at some point, everything is going to be addressable. At some point, hopefully, we will all be transacting on impressions as opposed to points, and understanding the true reach and frequency of a target audience.”

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