Fragmented frontiers: Here is a look at the ad industry’s post-tracking tribes

Marketers are in the same place they were when Google first said it would eliminate third-party cookies back in 2020: still divided and uncertain about the best path forward. December 12, 2023 [Fragmented frontiers: Here is a look at the ad industry’s post-tracking tribes]( Marketers are in the same place they were when Google first said it would eliminate third-party cookies back in 2020: [still divided and uncertain about the best path forward](. Additional coverage: - While brands and retailers still see Google as an important part of their marketing strategy during the holidays and throughout the rest of the year, [it's possible that Google's value to marketers has already peaked](. - Finding up-and-coming talent to partner with as well as trend spotting has long been crucial for marketers and agency execs who want their brands to be a part of culture in a way that keeps them relevant with young audiences. [More in this Digiday+ Marketing Briefing.]( - Airbnb is moving back up the marketing funnel, cranking out bigger, bolder campaigns to better own its brand narrative. Global head of marketing Hiroki Asai joined [this week's episode of the Digiday Podcast](. - ICYMI the kickoff of our latest special report: [Digiday’s History of Ad Tech: In the beginning …]( - And listen to the corresponding podcast: [Digiday’s Oral History of Ad Tech podcast, episode 1, with Brian O’Kelley]( Other things to know about - Enter this year's [Digiday Video and TV Awards]( for the chance to recognize your team's work in modernizing video and TV alongside past winners from Roku, Vevo, PinkNews and more. - Affiliate partnerships allow brands to [tap into publishers’ existing relationships]( with particular audiences or communities. Sponsored by Best Buy Ads. - [Post-purchase messages]( allow brands to share essential purchase details, enhance the customer experience, improve retention and encourage the next purchase. Sponsored by Klaviyo. Top Stories Ivy Liu [Life Beyond the Cookie]( [Fragmented frontiers: Here is a look at the ad industry’s post-tracking tribes]( Marketers are in the same place they were when Google first said it would eliminate third-party cookies back in 2020: still divided and uncertain about the best path forward. howdy! [Marketing on Platforms]( [Digiday+ Research: Is Google's value to brands past its prime with holiday shopping underway?]( While brands and retailers still see Google as an important part of their marketing strategy during the holidays and throughout the rest of the year, it’s possible that Google’s value to marketers has already peaked. [Sponsored by ADdaptive Intelligence]( [How publishers are growing their ad businesses amid digital-first mindsets]( As the world shifts to a digital-first — and digital-only — mindset, some long-established brands are still playing catch up, fine-tuning strategies and data collaboration investments. Advertisement howdy! [The Creator Economy]( [Marketing Briefing: How brands and agencies are speeding up their pursuit of influencer trends]( Some trends only last a week. [Sponsored by Acxiom]( [Why advertisers need to supplement first-party data with third-party data]( Advertisers are exploring different types of data strategies to maximize campaign impact, but a common mistake many make is relying solely on first-party data. howdy! [Marketing on Platforms]( [Airbnb’s global head of marketing Hiroki Asai talks returning to big, bold campaigns and owning the brand narrative]( Airbnb is moving back up the marketing funnel, cranking out bigger, bolder campaigns to better own its brand narrative. Advertisement [Sponsored by Nexxen]( [How commerce media and data are boosting campaign accuracy and outcomes]( Retailers are monetizing first-party data via commerce media to deliver brands valuable shopper insights to improve messaging, engagement, campaign performance and more. howdy! [The Programmatic Marketer]( [A History of Ad Tech Chapter 2: The Ad Net's Golden Age]( How ad tech recovered from the dotcom crash, Big tech grew to dominate and the financial crisis fueled programmatic buying. howdy! [Digiday’s Oral History of Ad Tech podcast, episode 2, with Ari Paparo]( There are few better placed to critique and narrate the history of the digital media landscape, never mind the sub-sector of ad tech, than Ari Paparo. [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](