Why Google on trial is the pivotal moment that could shape the future of online advertising

What to expect in the U.S. government’s historic tech monopoly trial against Google September 12, 2023 [PRESENTED BY]( The Rundown: Why Google on trial is the pivotal moment that could shape the future of online advertising What to expect [in the U.S. government's historic tech]( monopoly trial against Google. Additional coverage: - The [who, what, where, why and when]( of the case against Google, the future of the internet and its importance for advertisers’ long-term thinking. Here's what marketers should know. - In the first episode of Is This The Metaverse? Digiday [speaks to metaverse builders](, metaverse skeptics and metaverse power-users to determine what people really mean when they talk about the metaverse. - d.Scriptor is Dentsu's new proprietary tool developed [to supercharge paid search](, mainly in the area of ad copy development but also as a means to optimize and adapt execution. - Neutrogena [wants to educate customers]( on skincare with its TikTok videos. - Traditional TV [now accounts for less than 50%]( of Georgia-Pacific’s spending, but its share still exceeds streaming. - As the way people [use social platforms for search continues to evolve](, marketers need to make social search a bigger priority. Other things to know about - Join us for the [Digiday Publishing Summit]( taking place in Miami from September 18-20 to connect with publishing leaders from the New York Post, VICE Media, Forbes and many more. - Beyond in-house efforts, marketers and agencies are [turning to sophisticated alternatives to tackle complex retargeting tasks](. Produced in partnership with Marketecture. - Every year, Black Friday Cyber Monday is a time of increased shopping, but that doesn’t mean consumer behavior is the same as in years past. As the go-to social platforms shift, marketers must [adjust their strategies to follow suit](. Sponsored by Zeropark. Top Stories Ivy Liu [Marketing on Platforms]( [Why Google on trial is the pivotal moment that could shape the future of online advertising]( What to expect in the U.S. government’s historic tech monopoly trial against Google howdy! [Marketing on Platforms]( [An advertiser's guide to the Justice Department's case against Google’s search empire]( The who, what, where, why and when of the case against Google, the future of the internet and its importance for advertisers’ long-term thinking. SPONSORED BY [Logo] [Why first-party data still needs a third-party boost]( [img] While first-party customer data is essential for targeted advertising, it’s not the whole story. The most successful brands are augmenting first-party data with high-quality third-party data from reliable sources to improve marketing outcomes. To learn more about the “secret sauce” in customer and prospect marketing, join ‘The State of Marketing Data Enhancement and Analytics’ virtual event hosted by Wiland on September 14. Hear from a panel of experts from Wiland and Digiday as they unpack some of their recent State of the Industry report findings, including use cases for third-party data. [Register]( [Sponsored by DISH Media]( [Audience segmentation is giving advertisers the power to target brand switchers]( As consumers face economic uncertainty, brands are using audience-focused strategies to pull consumers away from their competitors. howdy! [Gaming & Esports]( ['Putting together the pieces for human co-experience': Is This The Metaverse? Podcast, episode 1]( In the first episode of Is This The Metaverse? Digiday speaks to metaverse builders, metaverse skeptics and metaverse power-users to determine what people really mean when they talk about the metaverse. [Sponsored by Smartly.io]( [How brands are using shopping ads on Instagram, TikTok, Snapchat and more]( In today’s fast-paced digital landscape, shopping ads have become a powerful tool for brands to reach their target audience and drive sales. howdy! [Generative AI]( [Dentsu launches paid search tool that uses AI to speed up creativity and optimization]( d.Scriptor is Dentsu’s new proprietary tool developed to supercharge paid search, mainly in the area of ad copy development but also as a means to optimize and adapt execution. Advertisement [Sponsored by Klaviyo]( [BFCM campaigns are focusing on deliverability and audience segmentation]( To ensure consumers receive the increased communication brands plan for during BFCM, marketing teams are focusing on growing audience lists and testing deliverability. howdy! [Marketing on Platforms]( [Inside Neutrogena's educational approach to TikTok to win over Gen Z]( The approach is meant to help consumers, particularly Gen Z, manage the information overload they’re likely dealing with as the various recommendations, trends and potential misinformation about skincare on the platform can be overwhelming. howdy! [Business of TV]( [Georgia-Pacific’s Laura Knebusch breaks down CPG giant’s spending shift away from traditional TV]( Traditional TV now accounts for less than 50% of Georgia-Pacific’s spending, but its share still exceeds streaming’s. [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](