BFFs once more, advertisers and publishers rediscover their alliance amid tracking turmoil

Direct deals between advertisers and publishers are being pitched harder now as advertisers see publishers as a valuable source of audience data post-third-party cookies. September 14, 2021 Direct deals between advertisers and publishers are being pitched more often now as advertisers see publishers as a valuable source of audience data post-third-party cookies. This is the second story of our ongoing series, called The Long Goodbye, that covers life after the third-party cookie. Visit [our continuously updated landing page here](. Read more below. - What’s [old is new again amid advertising’s reckoning with privacy](. “Marketers are getting organized on preparing for targeting without third-party cookies and the most scalable thing they can test currently are audiences curated by publishers,” said Chris Kane, founder of programmatic consultancy Jounce Media. - A majority of independent agencies are confident that just three platforms they use drive marketing success. [More in our latest Digiday+ research](. - The modern newsroom [has more working against it than it did even a couple years ago]( and the new guard of editors-in-chief are now facing those challenges head on while leading by example. - ​​Immortals is in a position [to take this gamble]( because each of the disparate business units that make up the organization is currently cash-flow positive. - By working to reassure customers that planes or restaurants may be safe to be in, some brands are aiming to keep consumer concerns at bay. More [in this week’s Digiday+ Marketing Briefing](. - Many brands are extending their remote work setup to at least the end of the year. Others [are planning to allow their employees]( to work from home on a permanent basis. Other things to know about - Join us at the [Digiday Media Buying Summit in Miami](, where we’ll explore how agencies are changing the way they operate while adjusting to new norms as ad budgets fluctuate and regulations and client requests get stronger. - Two things are clear in this new report on in-app mobile games and advertising: [The word “gamer” is obsolete and the call for diverse representations is greater than ever](. Sponsored by ironSource. - In this new report, the majority of advertisers surveyed (66%) say they’re generating high-quality creative; [the problem is they can’t make enough of it to meet demand](. Sponsored by IBM. Top Stories Ivy Liu [Life Beyond the Cookie]( [BFFs once more, advertisers and publishers rediscover their alliance amid tracking turmoil]( Direct deals between advertisers and publishers are being pitched harder now as advertisers see publishers as a valuable source of audience data post-third-party cookies. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Digiday+ Research: Independent agencies have little confidence in many digital advertising channels]( A majority of independent agencies are confident that just three platforms they use drive marketing success. [Sponsored by Zephr]( [How publishers are bringing ‘zombie subscribers’ back to life and reducing churn]( The rise of subscribers who threaten to fall away in the next year threatens publisher revenue, and so publishers are doubling down on consistent, relevant value to justify subscription renewals. Advertisement howdy! [Modern Newsroom]( ['Journalism can only be as good as our newsroom culture': Vox Media's new editors-in-chief are redefining the roles]( The modern newsroom has more working against it than it did even a couple years ago and the new guard of editors-in-chief are now facing those challenges head on while leading by example. [Sponsored by Vericast]( [Why brands are increasingly targeting the socially conscious consumer]( The past year has been marked by unrest and tragedy, changing the way consumers think about their purchases and what they expect from brands. howdy! [Gaming & Esports]( [Why Immortals Gaming Club is turning the esports merch game on its head with its zero-profit strategy]( Immortals is in a position to take this gamble because each of the disparate business units that make up the organization is currently cash-flow positive. Advertisement [Sponsored by GeoEdge]( [Beyond context, ad quality is increasingly about publishers’ tech stacks]( Contextual matching is just one hurdle in the ad quality equation; publishers are grappling with heavy pages, CPU loads and brand suitability as well. howdy! [Coronavirus Fallout]( [Marketing Briefing: 'Safety Dance': Why brand messaging is pivoting between caution and convenience in the face of the Delta variant]( By working to reassure customers that planes or restaurants may be safe to be in, some brands are aiming to keep consumer concerns at bay. howdy! [Future of Work]( [With prolonged WFH, fashion brands are rethinking office life]( Many brands are extending their remote work setup to at least the end of the year. Others are planning to allow their employees to work from home on a permanent basis. [All Latest Stories]( [Modern Newsroom]( [‘Journalism can only be as good as our newsroom culture’: Vox Media’s new editors-in-chief are redefining the roles]( The modern newsroom has more working against it than it did even a couple years ago and the new guard of editors-in-chief are now facing those challenges head on while leading by example. You received this email because you’re a member of the Digiday community. 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