Independent ad tech continues to tick along even as storm clouds gather overhead

Publicly listed ad tech companies look to CTV and retail media to offset signal-loss in a softening media market in 2024. November 13, 2023 Independent ad tech continues to tick along even as storm clouds gather overhead Publicly listed ad tech companies [look to CTV and retail media]( to offset signal-loss in a softening media market in 2024. Additional coverage: - Nowadays the Christmas ads space [is far more saturated]( with around 30 plus brands executing their own perspective on what Christmas should or shouldn’t look like. - With an increasingly fragmented social media landscape, Twitter’s decline, data privacy concerns and a huge creator economy, the promise of cross-platform communication has sparked curiosity. [Here’s a video explainer]( on the fediverse. - The seemingly endless cycle of media industry layoffs over the past year [hit a crescendo last week](, with cuts hitting G/O Media, Vice Media and Vox Media, as execs sought to cut costs before the end of the year. - As big contracts [dry up for creators]( in the gaming space, micro-influencers could benefit. - Could 2024 [finally be the year]( we witness the transition into the deprecation of third-party cookies? Other things to know about - The [Digiday Video and TV Awards]( will recognize the companies, campaigns and technology modernizing video and TV. Check out our six new categories and submit by this Friday, November 17, to secure the lowest rate on entries. - As digital media spend increases, agencies are seeking increasingly sophisticated media execution partners to [help them through planning, executing, optimizing, analyzing and reporting digital media campaigns](. Sponsored by Pathlabs. - By adding automation and programmatic targeting technologies to direct mail marketing strategies, marketers are [creating omnichannel experiences that resonate with recipients](. Sponsored by SeQuel. Top Stories Ivy Liu [Life Beyond the Cookie]( [Independent ad tech continues to tick along even as storm clouds gather overhead]( Publicly listed ad tech companies look to CTV and retail media to offset signal-loss in a softening media market in 2024. howdy! [Brands in Culture]( [Here is the anatomy of the 2023 Christmas ad season]( Nowadays the Christmas ads space is far more saturated with around 30 plus brands executing their own perspective on what Christmas should or shouldn’t look like. [Sponsored by U of Digital]( [How marketers and programmatic sellers are planning for 2024]( Join Jim Cooper, editor-in-chief at Digiday, on November 16 at 1 p.m. ET for a deep dive into how marketers and programmatic sellers navigate identity, deals and making the most of CTV and video. Advertisement howdy! [Experimental Channels]( [WTF is the fediverse?]( With an increasingly fragmented social media landscape, Twitter’s decline, data privacy concerns and a huge creator economy, the promise of cross-platform communication has sparked curiosity. [Sponsored by Clinch]( [The state of dynamic advertising for agencies]( In a new survey from Digiday and Clinch, 99% of agency respondents said DCO is a significant factor in their work, including 45% that reported that DCO is “very significant.” howdy! [Navigating Economic Instability]( [Media companies announce more layoffs to cut costs, blaming a relentlessly challenging ad marketÂ]( The seemingly endless cycle of media industry layoffs over the past year hit a crescendo last week, with cuts hitting G/O Media, Vice Media and Vox Media, as execs sought to cut costs before the end of the year. Advertisement [Sponsored by Google Privacy Sandbox]( [What the end of third-party cookies means for publisher revenue]( According to a new Digiday and Google Privacy Sandbox survey, 78% of publishers believe removing third-party cookies will make their audience data “more valuable.” howdy! [Gaming & Esports]( [As big contracts dry up for top gaming creators, smaller to mid-sized influencers see opportunity]( As big contracts dry up for creators in the gaming space, it’s making an opening for the creators that haven’t been singularly focused on this potential payoff, choosing to build more diversified revenue streams instead. howdy! [Privacy]( [Media Buying Briefing: How media agencies are preparing for Google's third-party cookie to go away – actually this time]( Could 2024 finally be the year we witness the transition into the deprecation of third-party cookies? [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](