Ad world is relieved but skeptical about Google's decision to keep cookies in Chrome

Maybe execs should’ve seen this coming sooner. July 23, 2024 [PRESENTED BY]( [Ad world is relieved but skeptical about Google's decision to keep cookies in Chrome]( Google's pivot on third-party cookies, revealed yesterday, [caught many by surprise]( — not because they believed Google’s cookie deprecation plan was foolproof, but because Google had sworn it would happen, regardless of the multiple delays. Additional coverage: - After much back and forth, Google has decided to [keep third-party cookies in its Chrome browser](. Turns out all the fuss over the years wasn’t in vain after all; the ad industry’s cries have finally been heard. - While the communication strategy for the Democrats already included robust digital and social media placements that have become table stakes, those efforts will likely only increase in the weeks to come. [More in this Digiday+ Marketing Briefing.]( - Nike's Olympic moment comes at a time that is all too critical for the brand, which some industry experts say is [pressured to improve its standing among consumers]( after seeing a dip in sales as of late. - Newer attempts at media mix modeling are [more accessible to mid-market and smaller clients](, not just huge multinational corporations. - GoDaddy is [moving away from its quintessential sports-related spots]( to focus on small businesses and entrepreneurs, according to CMO Fara Howard. Other things to know about - Join us September 23-25 in Miami for the [Digiday Publishing Summit](. Secure months' worth of meetings with leaders from Forbes, ESPN and many more in just 3 days. The last chance to save is August 12. - For any brand or agency working on voter-related ad campaigns, [testing early and often has become critical for well-performing political campaigns]( as the heaviest messaging season approaches — and with it, higher prices. Sponsored by Digilant. - As teams feel the squeeze on their budgets and media effectiveness, they’re [diversifying revenue drivers and experimenting with new and lower-funnel channels](. Sponsored by Mutinex. Top Stories Ivy Liu [Life Beyond the Cookie]( [Ad world is relieved but skeptical about Google's decision to keep cookies in Chrome]( Maybe execs should’ve seen this coming sooner. 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! [Life Beyond the Cookie]( [After years of uncertainty, Google says it won't be 'deprecating third-party cookies' in Chrome]( After much back and forth, Google has decided to keep third-party cookies in its Chrome browser. Turns out all the fuss over the years wasn’t in vain after all; the ad industry’s cries have finally been heard. [Sponsored by Wiland]( [Why analyzing past performance is essential to improving future campaigns]( Advertisers are identifying which campaign variables drove response and conversion rates to illuminate why past campaigns worked or didn’t, forming the basis for future campaign planning. howdy! [Advertising around Politics]( [Marketing Briefing: How the Democratic presidential election upheaval will impact the political ad market]( While the communication strategy for the Democrats already included robust digital and social media placements that have become table stakes, those efforts will likely only increase in the weeks to come. [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! [Brands in Culture]( [Nike eyes marketing moment at the Olympics, as industry execs sound off on the brand's challenges]( The Olympic moment comes at a time that is all too critical for a brand like Nike, which some industry experts say is pressured to improve its standing among consumers after seeing a dip in sales as of late. Advertisement [Sponsored by Seedtag]( [How AI and data-driven political campaigns strengthen voter targeting and impact]( 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 (many of whom are underrepresented in traditional voter files). howdy! [Future of Measurement]( [New entrants make media mix modeling faster and more accessible]( Advances in cloud computing and machine learning have helped to democratize marketers’ ability to use MMM. There’s also just a need for marketers to have greater transparency into the effectiveness of media planning and media measurement. howdy! [Brands in Culture]( [GoDaddy shifts gears: CMO Fara Howard talks about-face from provocative Super Bowl ads to focus on small businesses]( GoDaddy is moving away from its quintessential sports-related spots to focus on small businesses and entrepreneurs, according to CMO Fara Howard. [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](