Some ad tech vendors are pulling back from Google's Privacy Sandbox amid uncertainty

This is what happens when uncertainty looms: prudence takes the spotlight. July 19, 2024 [Some ad tech vendors are pulling back from Google's Privacy Sandbox amid uncertainty]( Amid delays, regulatory backlash and even its most ardent supporters turning sour, Google’s alternatives to third-party cookies are now murkier than a London fog. It’s no wonder [some ad tech vendors are dialing down investments]( and playing the waiting game for a sunnier forecast. Additional coverage: - Two years into its push into esports, [Chipotle has become the unofficial official brand sponsor]( of the fighting game community. - [EBay has debuted new features for its ad platform]( including ways to create campaigns based on marketplace trends and search terms. - Manchester City is looking to become a global sports brand, and [it's using Fortnite as its secret weapon](. Tomorrow, the football club will become the first Premier League team to launch its own experience inside the metaverse platform. - Marketers are [paying close attention to YouTube’s recent lurch to long-form](. In the case of Revolut, a U.K. based challenger bank, that’s playing into its focus on creators that base themselves on the Google-owned platform. - Our most-read story this week: [Companies seem determined to make everything a retail media network. How did we get here?]( Other things to know about - [Digiday's Media Buying Summit]( is taking place October 15-17 in Palm Springs. Don't miss this opportunity to connect with leaders from Canvas, Dentsu, Monster Energy and more. Secure your passes by August 6 for the best rate. - According to Blockboard CEO Matt Wasserlauf, the [conversation around programmatic CTV is shifting to an outcomes-based direction](. Sponsored by Blockboard. - Advertisers are [leveraging technology to analyze real-time data]( on media consumption and online behavior, ensuring their campaign messages are delivered to relevant, critical, persuadable voters. Sponsored by Seedtag. Top Stories [Life Beyond the Cookie]( [Some ad tech vendors are pulling back from Google's Privacy Sandbox amid uncertainty]( This is what happens when uncertainty looms: prudence takes the spotlight. howdy! [Gaming & Esports]( [How Chipotle's fighting-game-focused esports strategy is paying off at Evo 2024]( In 2024, Chipotle’s choice to court the relatively niche fighting game community appears to have paid off. According to a joint study by YouGov and the agency rEvolution, which helped develop Chipotle’s gaming strategy, U.S. esports fans between the ages of 18 and 44 reported a nearly 100% increase in their intent to purchase Chipotle following the brand’s esports campaign last year. Advertisement [Sponsored by M7 Innovations]( [How Snapchat and QReal successfully engaged audiences with AR]( Brands are developing deep understandings of evolving consumer behaviors to create experiences that genuinely engage audiences. Snapchat and QReal partnered to create an interactive AR environment with purchasable upgrades and realistic avatars. howdy! [Generative AI]( [AI Briefing: Why eBay is adding more AI advertising tools for sellers]( eBay has debuted new features for its ad platform including ways to create campaigns based on marketplace trends and search terms. [Sponsored by Digilant]( [How brands and agencies are navigating the political ad war in this year’s elections]( While past election cycles have shown that misinformation, fake news and ad fraud are prevalent, brands and agencies can play influential roles in the voter experience — providing authentic information to voters on behalf of their candidates. They’re working to safeguard their media buys, mitigating reputational risks and maximizing ROI. howdy! [Gaming & Esports]( [Manchester City uses Fortnite to expand its global audience]( As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds. Advertisement [Sponsored by Wiland]( [How advertisers are refining audience evaluation and selection]( When advertisers look beyond demographic and psychographic data, they gain a deeper descriptive and predictive view of their audience. This is especially true when using individual-level transactional data, which is almost always the most predictive of future spending behaviors. howdy! [Marketing on Platforms]( [How Revolut’s creator strategy is benefitting from YouTube’s long-form swing]( The challenger bank is prioritizing YouTube creators in bid to reach consumers. howdy! [Evolving Agencies]( [Brian Lesser returns to GroupM with an expected focus on advancing tech]( The latest C-suite shuffle within WPP’s media agency arm, GroupM, comes at the very top of the organization, as Brian Lesser returns to the company as global CEO this September. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](