B2Bs will not be immune from the impact of Google Chrome’s impending deprecation of third-party cookies as a tracking and targeting mechanism.

More regulations will certainly come, whether from states passing their own version of the California Consumer Privacy Act (CCPA), or from companies such as Apple moving away from third-party tracking.

One-to-one targeting and retargeting practices will diminish in scale as third-party identifiers are voided from the ecosystem, because marketers will rely more on smaller sets of opted-in first-party data.

On today's episode, we discuss why digital subscription growth is slowing, what's happening to publishers' digital ad revenues, and where their non-ad, non-subscription revenues are coming from. We then talk about how ads around print and digital news perform, whether targeting gets too much credit, and Nielsen's plans to cut ties with third-party cookies. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Audrey Schomer.

With third-party cookies set to vanish next year, retail media networks—which offer access to first-party data—are gaining favor as an effective form of digital advertising. There are many reasons brands should incorporate retail media into their marketing mix, our report finds. Go further: For more information on opportunities retail media networks present for brands in Latin America, read our report.

Advertisers can now add first-party cookies to TikTok’s site conversion pixel and are required to share third-party cookies with the app, giving TikTok valuable browser data for retargeting and campaign measurement. Advertisers can conduct brand and sales lift studies on TikTok via a partnership with Kantar.

Social media is floundering to find ad solutions to the phasing out of third-party cookies, Apple’s Identifier for Advertisers, and widespread privacy regulations. One thing is clear: the solution is not to return to the ad systems of old that both regulators and consumers increasingly distrust.

The trend: The advertising industry is rethinking how it targets and measures ads in the wake of Apple’s phase-out of mobile data trackers and Google’s planned demise of third-party cookies in response to consumer privacy concerns, and the stakes are high.

Whether the third-party cookie ax falls late next year is almost a moot point. Even at their most abundant, third-party cookies left a lot to be desired as far as targeting and measurement go, so the biggest item on any advertiser’s to-do list in 2022 should be to test and learn. Robust Targeting Strategies Are Table Stakes.

The IAB’s interpretation of these results: “… the industry is not moving fast enough to prepare” for how the loss of third-party cookies will affect ad measurement. Video offers a particularly interesting lens through which to discuss ad measurement this year. For decades, television networks and their advertisers relied on Nielsen ratings as the industry’s standard currency.

The ability to add first-party cookies to its pixel and the requirement that advertisers share third-party cookies with the platform are attempts to change that.

Often, this means doubling down on first-party data. According to a study from the Interactive Advertising Bureau (IAB), 42% of US data users said the coming changes to third-party cookies and identifiers will increase their spending on use of first-party data. Not all companies are prepared, however, for the upcoming changes to third-party cookies and identifiers and new privacy laws.

Google goes back to the drawing board with its third-party cookie replacement strategy: Its new approach aims to address advocates’ privacy concerns.

A consortium of German publishers recently filed a complaint with the EU’s Commissioner for Competition in an attempt to stop Google from phasing out third-party cookies. The group alleged that Google’s planned cookie replacement would stifle competition and further entrench its dominant position.

First-party data will be crucial to targeting audiences and driving sales. Third-party cookies have long been a cornerstone of digital advertising in Latin America, and their imminent demise means that first-party data will be more important than ever to marketers.

Neustar senior vice president of product and general manager of customer experience Steve Silvers and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss some misconceptions about cookie deprecation, what marketers should do to prepare for the loss of third-party cookies and react to the loss of Identifiers for Advertisers (IDFAs), and more about future approaches to addressability.

Neustar's product marketing director Devon DeBlasio and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss how the deprecation of third-party cookies and changes to Apple's policies will affect how advertisers can identify and track users across channels and what they can do to continue measuring their success by taking a unified approach.

Most of the avian-themed Privacy Sandbox proposals to date have been about ad targeting, but measurement will also be affected by the planned deprecation of third-party cookies in Chrome. Allyson Dietz, director of product marketing at Neustar, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the measurement firm's PeLICAn proposal to the World Wide Web Consortium (W3C) and explain what differential privacy means for ad measurement.

Meta has acknowledged that its revenues are adversely affected by the phasing-out of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA). As of April 2021, users of iOS devices have been offered an explicit opt-out from tracking via IDFA when they download an app, and many have indeed opted out.

Google’s Chrome Team stress-tested the digital ad world by announcing in early 2020 that the browser—the world’s most popular—would deprecate third-party cookies within two years. Vendors, publishers, agencies, and advertisers scrambled to understand what would take cookies’ place, and how they would identify and target their audiences without them. Google’s announcement in June 2021 that cookie deprecation would be delayed by almost two years has given marketers and their partners more time to test and integrate new solutions—but also a longer period of uncertainty.

On today's episode, we discuss what Google delaying getting rid of third-party cookies means for everyone, whether people will want to listen to audio on Facebook, what to make of TikTok's new mini apps called Jumps, Google's EU ad tech antitrust case, if moviegoing is making a return, what if time didn't exist, and more. Tune in to the discussion with eMarketer senior analysts Audrey Schomer and Sara M. Watson and analyst at Insider Intelligence Nina Goetzen.

On today's episode, we discuss how the "Big Three" are driving the digital rebound, what we can expect from TV, and a step change for radio advertising. We then talk about the importance of YouTube recommending products shown in videos, consumer awareness of the sunsetting on third-party cookies, and how much Apple's privacy changes could affect Facebook's ad revenues. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.