The advertising and news publishing industries are undergoing significant changes as Google officially starts to phase out third-party cookies, a move that has prompted advertisers, publishers, and ad tech firms to explore Google’s Privacy Sandbox for alternatives. In response to the demise of third-party cookies, agencies, in a shift sponsored by Clinch, are shifting towards first-party data to more precisely target audiences. Concurrently, news companies are moving away from hard subscription models towards more flexible paywalls, membership programs, and increased advertising, a trend described as 'eye-watering'. This shift comes as Digiday’s surveys reveal that publishers identify the deprecation of third-party cookies as their biggest concern for the year, following economic challenges that have dominated previous years. The industry's transition to a cookieless world and the search for viable third-party cookie alternatives present both old and new challenges for agencies.
The end of third-party cookies is here. 🍪 To stay competitive in a cookieless world, brands must adopt an integrated strategy that relies on first-party data. https://t.co/138J3e5jCu #customerdata
The end of third-party cookies is here. 🍪 To stay competitive in a cookieless world, brands must adopt an integrated strategy that relies on first-party data.👇 https://t.co/138J3e5jCu #customerdata
News companies reverse course on hard subscriptions https://t.co/fb5LXFsuIE
Digiday’s surveys found that publishers’ biggest concern this year is the deprecation of the third-party cookie. This is after years of being overwhelmed by economic challenges. https://t.co/RJTtt3qQTV
As agencies get more serious about finding the right third-party cookie alternatives, they are running into challenges, both old and new. https://t.co/zDDs6SPXbt
News companies are reversing course on hard subscriptions in favor of flexible paywalls, membership programs and more ads. https://t.co/6rOPpUVuPv
A month after Google started turning off third-party cookies in Chrome – and marketers are still apathetic. https://t.co/2y3d9SFpmL https://t.co/XTAsr5Pi5p
Agencies are shifting away from third-party data to ensure they precisely target audiences with relevant ads. Sponsored by Clinch. https://t.co/jdooz77wDC
News sites' pullback from the subscription model is eye-watering. Via @sarafischer https://t.co/UZKEU5EA9x https://t.co/y4PgkRXmGc
Nine questions to consider as Google starts its move away from third-party cookies. https://t.co/MwXe3sQx0K https://t.co/Il2PIh4WYF
The great subscription news reversal — News companies are reversing course on hard subscriptions — once seen as a safer alternative to the volatile ad market — in favor of flexible paywalls, membership programs and more ads. More on @axios : https://t.co/NU2SmlkGfr
With Google officially starting to deprecate third-party cookies, advertisers, publishers and ad tech firms have been trying to understand how Google’s Privacy Sandbox will help them mitigate any negative impacts from the cookie’s demise. https://t.co/xYlZZhJT9q