Ad tech bosses balance frustration and focus after Google’s latest shift on third-party cookies

After four years of promising the ad industry it would eventually rid its browser of third-party cookies, Google will let users decide. July 30, 2024 [PRESENTED BY]( [Ad tech bosses balance frustration and focus after Google’s latest shift on third-party cookies]( After four years of promising the ad industry it would eventually rid its browser of third-party cookies, [Google will let users decide](. Additional coverage: - Creators are [incorporating generative AI tools into their video]( workflows. But they're taking care to avoid AI overtaking their videos. - For marketers and media buyers, the expectation is that even if Google isn’t the one actively doing the crumbling that the third party cookie crumble will still happen. [More in this Digiday+ Marketing Briefing.]( - Separate sources claim private equity firm Court Square will help [fund a deal between Connatix and JW Player]( as consolidation in the ad tech sector continues. - On the [latest episode of the Digiday Podcast](, Epsilon exec Rachel Cascisa discusses the different strategies that brand marketers should be putting to the test now, prior to Google firming up its proposed cookie deprecation plan, including clean rooms, data collaboration and ID bridging. - Digiday contacted 11 leading executives and creators in the gaming space to get a sense of what they’ve had the most fun playing in 2024. [Here are their answers.]( Other things to know about - Join us at the [Digiday Publishing Summit]( in Miami, from September 23-25 to connect and hear insights from leaders at Disney Advertising, Axios and more. Prices increase after August 12. - 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. - Programmatic teams are leveraging advanced technology, transparent campaign measurement and strategic partnerships to [optimize their CTV campaigns](. Sponsored by Blockboard. Top Stories Ivy Liu [Life Beyond the Cookie]( [Ad tech bosses balance frustration and focus after Google’s latest shift on third-party cookies]( After four years of promising the ad industry it would eventually rid its browser of third-party cookies, Google will let users decide. SPONSORED BY [Logo] [How digital advertising companies win client trust and become most valued partners (MVPs)]( [img]( Digital ad fraud is predicted to cost advertisers a whopping $172 billion by 2028. Repeated brand safety issues also chip away at trust, reducing brands’ revenue and credibility. With such high risks, digital advertising companies need clients to recognize them as trusted advisors because a winning reputation drives revenue. [Learn More]( howdy! [Generative AI]( [Why YouTube and TikTok creators aren’t going all-in on AI-generated videos]( Creators are incorporating generative AI tools into their video workflows. But they’re taking care to avoid AI overtaking their videos. [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! [The Programmatic Publisher]( [Video ad tech firms Connatix and JW Player are holding merger talks]( Separate sources claim PE firm Court Square will help fund such a deal as sector-wide consolidation continues. [Sponsored by Tatari]( [Why DSPs end up at odds with TV advertising’s fractured landscape]( While DSPs are remarkable tools for executing digital media campaigns, they don’t seamlessly translate to TV and provide the same functionality in that environment. howdy! [Life Beyond the Cookie]( [Marketing Briefing: Why Google's cookie deprecation cessation has CMOs focused on consumers who will 'protect their privacy']( For marketers and media buyers, the expectation is that even if Google isn’t the one actively doing the crumbling that the crumble will still happen. Advertisement [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! [Life Beyond the Cookie]( [Third-party cookies are hanging on, but Epsilon says brand marketers should still focus on first-party data]( On the latest episode of the Digiday Podcast, Cascisa discusses the different strategies that brand marketers should be putting to the test now, prior to Google firming up its proposed cookie deprecation plan, including clean rooms, data collaboration and ID bridging. howdy! [Gaming & Esports]( [Here's what gaming and esports industry leaders are playing in 2024]( Digiday contacted 11 leading executives and creators in the gaming space to get a sense of what they’ve had the most fun playing in 2024. Here are their answers. [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](. 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