CES Briefing: 'We're in the middle of a storm right now' as Google phases out third-party cookies

At CES, experts mull the prospects of a 2024 M&A boon for ad tech. January 10, 2024 [PRESENTED BY]( ['We're in the middle of a storm right now' as Google phases out third-party cookies]( At CES, experts mull the prospects of a 2024 M&A boon for ad tech. [Read our CES Briefing.]( Additional coverage: - [This week’s Digiday+ Future of TV Briefing]( looks at how agency executives appraise YouTube’s position against ad-supported rivals such as Hulu and soon Amazon Prime Video. - Half of publishers expected revenues to increase last year, but it turns out only about a third of publishers saw revenue growth in 2023. However, [half of publishers expect their revenues to fare better]( in 2024. - Our top post of the year so far: [Nine questions to consider as Google starts its move away from third-party cookies]( - ICYMI: [Our special report on the history of ad tech]( Other things to know about - Join us from March 25-27 in Vail for [Digiday's Publishing Summit](, where we'll connect attendees with top publishing execs as they have the opportunity to secure months' worth of meetings in just three days. - 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](. Sponsored by Optable. - Marketers are working toward a standard set of metadata tags that will allow [more efficient tracking of premium environments]( for consistent, high-quality ad experiences. Sponsored by Paramount. Top Stories Ivy Liu [Future of Measurement]( [CES Briefing: 'We're in the middle of a storm right now' as Google phases out third-party cookies]( At CES, experts mull the prospects of a 2024 M&A boon for ad tech. howdy! [Business of TV]( [Future of TV Briefing: Where YouTube stands in the 2024 streaming ad war]( This week’s Future of TV Briefing looks at how agency executives appraise YouTube’s position against ad-supported rivals such as Hulu and soon Amazon Prime Video. SPONSORED BY [Logo] [How marketers are engaging consumers with contextual audiences]( [img] When it comes to audience connection, marketers are navigating a vast sea of content. And with 70% of viewable ads unseen, according to Lumen, the challenge is clear — being seen by the right eyes. The persistent call for consumer-first privacy further complicates the struggle for brands to connect effectively (and with authenticity). In a crucial shift, contextual advertising and prioritizing interests over identities within global privacy laws is prompting marketers toward increasingly thoughtful approaches. Explore this interactive experience to learn how contextual audiences tackle privacy challenges, emerging as a winning strategy for robust connections beyond demographics. [Learn More]( [Sponsored by Roku]( [Q&A: Charting a path forward as CTV advertising continues to evolve]( In this new Q&A, Roku’s senior director and head of emerging and programmatic sales discusses the new opportunities created by the rise of shoppable TV. howdy! [Strategizing for the Future]( [Digiday+ Research: Publishers' revenues fell short of expectations in 2023, but most see growth ahead in 2024]( Half of publishers expected revenues to increase last year, but it turns out only about a third of publishers saw revenue growth in 2023. However, half of publishers expect their revenues to fare better in 2024. [Sponsored by Spotify Advertising]( [How brands are connecting with consumers across digital streaming platforms]( A multi-format strategy combining audio and video components can help brands reach and engage listeners in different contexts. howdy! [Publishing in the Platform Era]( [CES Briefing: Publisher sales teams head to CES to get a ‘vibe check’ on the 2024 ad marketÂ]( In a persistently uncertain ad market, publisher sales leads are hoping that CES will provide them the opportunity to learn directly from marketers and agency execs about what will convince them to spend their ad budgets in the new year. Advertisement [Sponsored by AdDaptive Intelligence]( [Agencies and brands are putting vendor technology under the microscope]( When strategically aligned and parallel in power, data and technology create a goldmine for advertisers, but accuracy is paramount. howdy! [Strategizing for the Future]( [Bloomberg Media's Christine Cook on strengthening advertiser relationships in 2024]( Bloomberg Media’s CRO hopes that sellers’ industry expertise within their client categories will secure relationships and ad dollars in the new year. howdy! [Marketing on Platforms]( [Reddit's aspirations to lead 'contextual and interest-based advertising': How the platform is gearing up for 2024]( With a big year ahead, Digiday caught up with Reddit’s Jen Wong and Jim Squires to get the lowdown on how the platform woos marketers, its stance on privacy and its focus on covering the full funnel in 2024. [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](. 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