The end of third-party cookies is nigh: Despite advertisers’ hopes for another delay, Google is beginning its pivot to the Privacy Sandbox.

With third-party cookies being phased out and surveys being prone to biases, marketers will become increasingly reliant on experiments to test the effectiveness of their campaigns, Isaac Gerber, director of commercial insights, North America at Captify, said on a recent Tech-Talk Webinar.

Unified ID 2.0’s rising popularity: Warner Bros. Discovery and Walmart Connect have adopted UID2, heralding a shift in advertising toward privacy-conscious personalization.

The need for supply path optimization (SPO) arises from concurrent trends—among them cost reduction, sustainability, privacy compliance, and inventory quality assurance. The deprecation of third-party identifiers is also fueling SPO initiatives, and supply-side platforms (SSPs) are particularly at risk of being disintermediated by more intimate first-party data partnerships between publishers and buyers. SPO is behind a few recent developments:

Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.

Cohort-based solutions use anonymized groups of consumers to create targeted ads and messaging, while universal IDs create a privacy-compliant way for advertisers to keep track of consumer behavior across the internet. Looking for privacy-compliant uses for first-party data? Marketers can turn to the Interactive Advertising Bureau’s seller-defined audiences or experiment with data clean rooms.

Seventy percent of marketers expected budget cuts from 2022 to continue into 2023, according to data from performance marketing firm Wunderkind. Here are five ways marketers can balance managing budget constraints with getting results, including cutting down on paid media, focusing on brand building, and diversifying to avoid risk.

Marketers shouldn’t be waiting for Google to make a move on third-party cookie deprecation or for more privacy laws to come down the pipeline; they need to start exploring the complex landscape of identity solutions now, combining deterministic and probabilistic approaches to achieve maximum effectiveness.

With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don’t rely on cookies and mobile IDs.

US ad spend dropped 8.0% YoY in February, according to a MediaPost analysis of Standard Media Index’s US Ad Market Tracker. That marks eight months of consecutive YoY decline as part of a trend that began in July 2022.

With an ever-increasing long tail of martech solutions, having an overcomplicated, unwieldy stack is not uncommon.

Retailers look for more ways to monetize their customer bases: Kroger, Sam’s Club, and Best Buy keep seeking new ways to entice advertisers to their retail media networks.

While advertisers have been scrambling to figure out what they’ll do when Google phases out third-party cookies, a larger threat has come into play: privacy regulations.

In 2022, digital ad spending will grow across all B2B industries. Despite the pandemic and ongoing economic uncertainty, B2B marketers will devote an increasing share of their budgets to digital through 2024.

On today's episode, we discuss where young folks are searching instead of Google, what to make of the company's Q2 earnings, and the significance of YouTube's growth slamming on the brakes. "In Other News," we talk about the most interesting part of programmatic advertising and why Google is delaying the deprecation of third-party cookies again. Tune in to the discussion with our analyst Evelyn Mitchell.

T-Mobile’s App Insights is a learning moment for advertisers: The new tracking program has been called creepy as consumers protect their personal data.

A challenging market environment is complicating insurance CMOs’ already expanding role. Honing strategies that meet evolving consumer expectations can help CMOs maximize customer lifetime value and deliver profitable growth.

Rapidly shifting customer expectations, disruption from new entrants, and new risks and coverage needs threaten to turn the property and casualty (P&C) insurance industry on its head. But insurers that digitally transform can come out on top.

Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

For growth marketers, TV advertising is a logical path forward, offering massive reach, efficiency, and returns. A typical campaign investment of $150,000 may deliver over 30 million impressions and reach upwards of 15 million people.