Immediate deepens CMP strategy, slashes ad tech partnerships for sharper data governance

Consent management platforms at Immediate aren’t just about ticking boxes for data laws. July 22, 2024 [PRESENTED BY]( [Immediate deepens CMP strategy, slashes ad tech partnerships for sharper data governance]( Consent management platforms at Immediate aren't just about ticking boxes for data laws. [They're the compass steering strategic partnerships.]( Additional coverage: - The sale of ad tech maven Teads [is finally happening](, in a reported deal with content recommendation company Outbrain for an undisclosed amount. - Media buyers were largely surprised by Peter Naylor's sudden exit from Netflix last week. Larger forces at play are affecting streamers overall, as we cover in [this Digiday+ Media Buying Briefing](. - The Guardian is [accelerating toward being a reader-supported business]( instead of a traditional ad business with the launch of its new globally available cooking and recipe app, Feast. - The timeline on which Google will officially kill the third-party cookie is anyone's guess at this point. According to a Digiday+ Research survey conducted in the second quarter, [marketers' guesses look very different from publishers'](. - ICYMI: [Some ad tech vendors are pulling back from Google's Privacy Sandbox amid uncertainty]( Other things to know about - Your last chance to enter the [Greater Good Awards]( is Friday, August 9. Don't miss out on this opportunity to showcase your impactful work in categories including Local Community Betterment, Sustainability and more. - [AR technology seamlessly integrates digital content with the physical world]( for memorable moments and highly engaging advertising that’s 30x more effective. Sponsored by M7 Innovations. - [Learn how nostalgic and educational streaming content fosters deeper family connections]( and offers advertisers critical opportunities, as shown by Disney Advertising's latest research. Sponsored by Disney Advertising. Top Stories Ivy Liu [Privacy]( [Immediate deepens CMP strategy, slashes ad tech partnerships for sharper data governance]( Consent management platforms at Immediate aren’t just about ticking boxes for data laws. SPONSORED BY [Logo] [Why marketers are leveraging AI-driven, privacy-forward ad targeting like Hearst’s AURA]( [img]( Rather than wait to be told that cookies are obsolete, Hearst has built a next-generation targeting capability at the axis of privacy and performance. AURA is a revolutionary first-party targeting tool powered by predictive AI technology. Built on the foundation of trusted editorial content and Hearst’s proprietary data, AURA goes beyond third-party audience targeting with 100% addressability on all devices and browsers. [Learn More]( howdy! [Beyond Ads]( [Teads’ M&A rumors are firming up with a deal to merge with Outbrain]( The latest installment of ad tech M&A activity is leaving some industry folks surprised. [Sponsored by Mutinex]( [How marketing budgets impact ROI performance]( According to a new marketing ROI benchmark report based on more than $2 billion in marketing investment, marketers' spending has been flat since 2021. howdy! [Business of TV]( [Media Buying Briefing: What Naylor's exit from Netflix means for streaming overall]( Media buyers were largely surprised by Peter Naylor’s sudden exit from Netflix last week. Larger forces at play are affecting streamers overall. [Sponsored by Seedtag]( [How data-driven advertising will capture undecided voters in the next election]( As advertisers grapple with higher ad costs and limited availability of premium inventory for political campaigns, they’re shifting from broad-spectrum approaches to data-driven tactics to convert undecided voters — much like attracting new customers in the business world. howdy! [Publishing in the Platform Era]( [The Guardian moves closer to being a reader-supported business as it launches new cooking app]( The app is being used to provide a compelling offering which encourages readers to support the Guardian more financially, while also reaching new audiences. Advertisement [Sponsored by Blockboard]( [Q&A: How advertisers are unlocking the power of programmatic CTV]( Programmatic teams are leveraging advanced technology, transparent campaign measurement and strategic partnerships to optimize their CTV campaigns. howdy! [Life Beyond the Cookie]( [Digiday+ Research: Publishers anticipate having more time with third-party cookies than marketers]( The timeline on which Google will officially kill the third-party cookie is anyone’s guess at this point. According to a Digiday+ Research survey conducted in the second quarter, marketers’ guesses look very different from publishers’. howdy! [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. [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](#). 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