Why Google's cookie deprecation reversal isn't actually a reprieve for publishers

Publishers are keeping a “business as usual” approach to testing cookieless alternatives despite Google’s announcement that it won’t be fully deprecating third-party cookies after all. July 24, 2024 [PRESENTED BY]( [Why Google's cookie deprecation reversal isn't actually a reprieve for publishers]( Publishers are [keeping a "business as usual" approach]( to testing cookie-less alternatives, despite Google's announcement that it won't be fully deprecating third-party cookies after all. Additional coverage: - [This week’s Digiday+ Future of TV Briefing]( looks at how Netflix is going about bundling subscriptions to its streaming service. - Among the frustration and surprise over Google’s decision to sidestep directly eliminating third-party cookies in Chrome, one concern stands out for ad execs: [Google’s evolving stance on privacy]( seems to be mirroring Apple’s, using it both as a shield and a sword. - After a resurgent first quarter of 2024 that saw VC firms pump $601 million into gaming, venture capital funding of gaming start-ups [has come back to the ground in the second quarter](, decreasing to $492 million. - Next week’s Paris Olympics isn’t only an opportunity for behemoth brands like Samsung and Nike. Smaller advertisers, such as granola and protein snack brand Kodiak, [are also finding their way in](. Other things to know about - Join us on September 12 in NYC for [Retail Media Strategies](, where we delve into the booming world of retail media and explore best practices to make the most of it. Don't miss out—prices increase after August 14. - When advertisers look beyond demographic and psychographic data, they [gain a deeper descriptive and predictive view of their audience](. Sponsored by Wiland. - 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. Sponsored by Seedtag. Top Stories [Life Beyond the Cookie]( [Why Google's cookie deprecation reversal isn't actually a reprieve for publishers]( Publishers are keeping a “business as usual” approach to testing cookieless alternatives despite Google’s announcement that it won’t be fully deprecating third-party cookies after all. SPONSORED BY [Logo] [Why marketers are leveraging AI-driven, privacy-forward ad targeting like Hearst’s AURA]( [img]( 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! [Business of TV]( [Future of TV Briefing: A look at Netflix’s streaming bundle playbook]( This week’s Future of TV Briefing looks at how Netflix is going about bundling subscriptions to its streaming service. [Sponsored by Disney Advertising]( [Why the new state of streaming is a family affair]( Discover how streaming TV transforms family bonds and offers brands new ways to connect with audiences through Disney Advertising’s ‘Generation Stream: Family Edition’ study. howdy! [Life Beyond the Cookie]( [Google’s privacy shift on third-party cookies sparks concerns of Apple-like control]( To get why this is a big deal, it’s important to know what Google’s actually planning for third-party cookies. [Sponsored by Blockboard]( [Q&A: How advertisers are optimizing CTV ad spend and measuring success]( According to Blockboard CEO Matt Wasserlauf, the conversation around programmatic CTV is shifting to an outcomes-based direction. howdy! [Gaming & Esports]( [Why gaming venture capital funding is down in Q2 2024]( After a resurgent first quarter of 2024 that saw VC firms pump $601 million into gaming, venture capital funding of gaming start-ups has come back to the ground in the second quarter, decreasing to $492 million Advertisement [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! [Brands in Culture]( [Kodiak's climbing strategy points to niche Olympic entry points for smaller brands]( The nutrition bar brand has inked a partnership with USA Climbing. howdy! [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. [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](