20 Ad Tech Industry Experts Weigh In On Google’s Third Party Cookie Deprecation Delay: “Google’s announcement on cookies wasn’t entirely unexpected, but the timing did raise some eyebrows. While cookie deprecation is inevitable for privacy reasons, finding a suitable alternative is crucial to maintaining effective targeting. Marketers are hopeful for a solution that respects user privacy without sacrificing precision in messaging. It’s a reminder of the ongoing evolution in digital marketing strategies.”
AI Emotions In Ads And Content: Will Consumers Embrace It?: “As an advertiser, if it drives an increase in relevance, clickthrough rates, conversion, and more. While it sounds like a win, the concerning part is once users understand how they are being emotionally manipulated or think about it through that lens, it could impact how people think of Google and push them to avoid advertisements intentionally, even more, as the rise of ad blockers could accelerate.”
TikTok’s Ticking Clock: Ad Tech Experts Sound Off on the Looming Ban: “Legislative concerns surrounding TikTok’s ownership underscore the imperative for brands and marketers to diversify their social media advertising efforts. TikTok’s response mobilizing users to engage with legislators highlights the immediacy of ramifications, as well as the urgency for stakeholders to mobilize. For influencers and brands, diversifying their presence across alternate short-form video platforms – like Instagram Reels or YouTube Shorts – mitigates risks of revenue loss and reduces a reliance on TikTok. Mirroring adaptive strategies of successful influencers, diversification ensures message continuity in a dynamic digital landscape.”
Amazon Prime Day 2024 to hit record-shattering $14bn in US sales – but growth is slowing: “Consumers are searching for practical products such as indoor and outdoor furniture, sporting equipment and more – which leads us to predict consumers will focus on personal purchases over early holiday shopping [this Prime Day]. This pattern could change if Amazon runs a second Prime event in the second half of the year – something it did last year to compete more handily with Black Friday and Cyber Monday events ahead of the holiday season.”
Google, Meta, Microsoft Modality Features Show Different Future For Advertising: “If and when a real fully holographic every day pair of glasses and lenses comes out, and is genuinely adopted by mass consumers that purchase products through them, I imagine them to become another device in the complex and convoluted buying journey. The amount of structured data required from the product and brand side required to have the correct information display on any sort of lens would require the brand to be fairly advanced. They would need to be able to track these conversions correctly.”
Google delays cookie deprecation again: Adtech leaders respond: “The loss of third-party cookies offers an opportunity for innovation and growth, and we owe it to our customers to adopt a more privacy-centric approach. We know the digital environment is rapidly changing, but by developing comprehensive first-party data strategies, testing AI and next-generation digital marketing solutions, we can not only adapt to third-party cookie loss but unlock new potential for precise and effective marketing in a post-cookie world.”
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The 2024 paid media playbook.
Whether you want to take advantage of AI, discover new platforms, or prepare to advertise in a world without third-party cookies, this paid media playbook is here to help.
