Strike three, Google's cookies aren't out

Marketers unfazed as Google delays cookie deprecation for the third time

By Zac Wang

• Google is delaying cookie deprecation for the third time as Britain’s privacy regulator, the Information Commissioner’s Office, voices concern about the readiness of Privacy Sandbox.
• That may not matter to marketers who have already embraced first-party data, retail data and alternative identifiers.

?? Lightbulb moment

"This delay should not be an excuse for the digital advertising industry to be complacent.”

— Anthony Katsur, CEO, IAB Tech Lab

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Netflix’s latest move shows how streaming TV is tipping toward ads

By Travis Clark

• Netflix announced during its Q1 earnings report last week that it would no longer be reporting subscriber updates beginning in 2025.
• Some analysts say that the announcement suggests that the streaming industry could be reaching a ceiling on subscriber growth, as streamers focus more on alternate revenue streams like advertising.

?? Lightbulb moment

“At the end of the day, as revenue models continue to evolve and change for these streaming services, it just simply isn’t all about subscribers anymore. It’s just going to be one part of the overall revenue equation as advertising becomes more of an outsized part of the model.”

– Mike Proulx, VP and research director, Forrester

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What the Tech is green media??

By John McDermott

• Green media refers to efforts by ad agencies, marketers, publishers and ad tech firms to decarbonize their operations and make their companies more sustainable.

?? Lightbulb moment

Supply path optimization can help cut down on wasted ad spend and ensure the ad is served with a trusted publisher for the advertiser, decreasing the computing power used and making the process more green.

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The world of digital advertising is bigger than the Chrome browser

By Stuart Colman

• Privacy Sandbox is a single-browser solution in a world where many brands are desperate to break out of single-channel straitjackets and embrace the virtues of omnichannel marketing.
• First-party data — that gold dust enabling brands to see across the entire digital landscape, understand their consumers and deliver personalized messaging — doesn’t need to be Sandbox-centric.

?? Lightbulb moment

“As we talk endlessly about Chrome and the Privacy Sandbox, it seems like we’re all trapped in a Google-centric universe where nothing else matters. Well, spoiler alert: The digital ecosystem is vast, and Chrome is just one star in a massive galaxy.”

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