TTD's CEO on UID2.0, why killing the cookie is 'strategic mistake'

Also: TikTok plays matchmaker between advertisers, communities The Trade Desk CEO on UID2.0, ad-tech’s relationship to the industry. June 28, 2023 [Jeff Green: 'I think it's a strategic mistake for Google to get rid of cookies in Q1 2024']( [The Trade Desk CEO talked to Digiday]( about the rollout of his own company's cookie-replacement Unified ID 2, relationships with the industry's largest stakeholders, including publishers, and Google. Additional coverage: - TikTok [wants to play matchmaker]( between appropriate advertisers and its most active communities. - This week’s [Digiday+ Future of TV Briefing]( surveys the teens, tweens and twentysomethings attending this year’s VidCon on what video platforms they are — and aren’t — watching. - As retail media continues to heat up, Kroger Precision Marketing is [betting on building its own self-service platform]( to better compete as well as improve its retail media business. - To learn more about the effect of “CS2” on the “Counter-Strike” industry, [Digiday spoke to some of the major stakeholders]( in this complex ecosystem. - Unity’s network of professional creators is not nearly as robust as its rivals, making it harder for marketers to collaborate with creators to build custom in-game items or spaces. [Its new AI platforms could change that.]( Other things to know about - Your last chance to save on entries for the [Greater Good Awards]( is next Friday, July 7. Don't miss this chance to recognize how your company is giving back and making a positive impact. - By identifying what differentiated the company, Penske Media Corporation noted its contextual strengths and built in-depth segmentation to [help its advertisers better understand and activate audiences](. Sponsored by Permutive. - High-quality analytics tools are helping advertisers [craft actionable audience segments and creative while offering strategic optimization]( recommendations to get the most value from their data. Sponsored by AdDaptive. Top Stories [The Programmatic Marketer]( [Jeff Green: 'I think it's a strategic mistake for Google to get rid of cookies in Q1 2024']( The Trade Desk CEO on UID2.0, ad-tech’s relationship to the industry. howdy! [Marketing on Platforms]( [TikTok's on the hunt for brands to sponsor its most popular communities as Unilever leads the way]( The entertainment app wants to play matchmaker between appropriate advertisers and its most active communities. [Sponsored by Experian]( [What the measurement and currency discussion means to TV advertisers]( The datasets that power and support converged digital marketing — IP addresses, ACR, viewership data and more — are more often than not sourced from multiple providers. The industry isn’t discussing these as currency, yet that’s the definition some stakeholders say should apply. Advertisement howdy! [The Creator Economy]( [Future of TV Briefing: What video platforms VidCon’s Gen Z attendees are and aren’t watching in 2023]( This week’s Future of TV Briefing surveys the teens, tweens and twentysomethings attending this year’s VidCon on what video platforms they are — and aren’t — watching. [Sponsored by Infillion]( [Post-omnichannel marketing has marketers re-evaluating the new customer journey]( As marketing becomes more complex, it’s created an environment that’s made it easier for brands to reach consumers, but more difficult to make an impact on their target audience. To cut through the noise, marketers need to adopt a new mindset. howdy! [Retail Revolution]( [Kroger is taking its self-service ad platform in-house]( As retail media continues to heat up, Kroger Precision Marketing (KPM) is betting on building its own self-service platform to better compete as well as improve its retail media business. Advertisement [Sponsored by NuORDER]( [Report: The wholesaler’s guide to omnichannel strategy Download this guide to learn how brands are turning wholesale data into actionable insights.]( Download this guide to learn how brands are turning wholesale data into actionable insights. howdy! [Gaming & Esports]( [A watershed moment: "Counter-Strike" industry leaders brace for the impact of "CS2"]( Unlike other top-tier esports, the bulk of competitive “Counter-Strike” is administered by third-party leagues and tournament operators, rather than the game developer itself. To learn more about the effect of “CS2” on the “Counter-Strike” industry, Digiday spoke to representatives of some of the major stakeholders in this complex ecosystem. howdy! [Gaming & Esports]( [Why Unity is using its new AI platforms to become more accessible to brands and agencies]( Unity’s network of professional creators is not nearly as robust as other three-dimensional creation platforms, making it harder for marketers to collaborate with creators to build custom in-game items or spaces. AI platforms announced today offer Unity creators helpful tools to make up some of the distance. [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](