Second Edition | August 2024
Times Internet for Marketers
India's largest digital products company. Brand building for digital begins here.
In-Depth
Google's choice to retain third-party cookies in Chrome is notable but not transformative. Amid ongoing concerns about data regulation, privacy, and technology, Google's plans for Chrome and the Privacy Sandbox remain unclear. The future of Chrome's user experience, cookieless traffic, and mobile ad IDs is uncertain. However, industry shifts show digital advertising can succeed without third-party cookies.
We’ve moved on from third-party cookies: Views on third-party cookies shifted when browsers like Safari, Firefox, and Brave began blocking them by default. Despite having lower market shares than Chrome, these browsers are still viable for advertising. Web-based advertising—the domain of third-party cookies—is waning as users move to apps and social media. Android's similar approach with its Privacy Sandbox and plans to phase out the Advertising ID further make cookies seem outdated.
Omnichannel marketing means cookies matter less: Chrome is just one part of a complex ecosystem that includes legacy identifiers like third-party cookies and mobile ad IDs, as well as newer methods like contextual targeting, cohort-based solutions, and alternative IDs. The advertising industry has already identified various alternatives across measurement, activation, and infrastructure. Some are highly effective, others have become standard, and some are still emerging, particularly those involving AI.
The regulator’s gimlet eye: The industry is closely watching Google’s Chrome Privacy Sandbox as a potential cookie replacement, but regulators' influence is undeniable. Testing has shown the Privacy Sandbox won’t fully replace current advertising methods. It's also important to recognize that third-party cookies are flawed, making current measurements unreliable. The evolving regulatory landscape will continue to shape the future of digital advertising.
Despite Chrome's reversal, third-party cookies are still declining. This trend will accelerate with Chrome's upcoming user prompt. While the Privacy Sandbox and IP Protection gain traction, ad-friendly solutions like the Attribution Reporting API may persist. Marketers must delve into the evolving ecosystem to future-proof their campaign strategies.
Industry News
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YouTube is testing picture-in-picture mid-roll ads for live streams, allowing ads to run without disrupting broadcasts. After a successful 2023 test featuring countdowns and delay options, this less intrusive format could boost engagement and revenue, with creators already seeing a 20% increase in ad earnings. The new ad format will soon appear in select live streams.
PubMatic, a leading independent ad tech company, has partnered with Disney+ Hotstar to enhance digital advertising in India. Disney+ Hotstar will use PubMatic's technology for programmatic monetization across various buying channels, including audience-based, 1:1 private marketplaces, and programmatic guaranteed campaigns. PubMatic’s platform enables publishers to connect with global buyers while optimizing revenue and maintaining control over user experience.?
Network18 has refocused its leadership team on product development, technology innovation, and audience growth, prioritizing revenue and cost efficiency. Puneet Singhvi, CEO of Network18 Digital, will lead digital growth, manage off-platform business, and oversee the Centre of Excellence while driving revenue through partnerships with platforms like Google and Amazon. Avinash Kaul, CEO of Network18 Broadcast, will focus on increasing revenue across TV, digital, and print while enhancing ratings and operations.?
Mona Jain, Chief Revenue Officer at Zee Media (ZMCL), is stepping down after more than a year and a half. Jain, with over 30 years of media experience, previously held senior roles at ABP Network, ZEEL, Vivaki Exchange, Contract Advertising, and Mudra Communications, where she led key revenue and media strategies.