How IAB Tech Lab aims to calm concerns around Google's Privacy Sandbox

Ahead of the trade organization’s Annual Leadership Meeting this week, chief executive Anthony Katsur details efforts to provide answers to some of the ad industry’s most critical questions. January 29, 2024 How IAB Tech Lab aims to calm concerns around Google's Privacy Sandbox Ahead of the trade organization's Annual Leadership Meeting this week, chief executive Anthony Katsur [details efforts to provide answers]( to some of the ad industry's most critical questions. Additional coverage: - Amazon needs ad-supported streaming [to lure a fresh wave of them]( into its ads business: brand dollars. This way it becomes a place for all advertisers to spend more money, not just those with a storefront there. - The Federal Trade Commission [opened a new inquiry]( into five AI companies and five more tech CEOs will be at this week's Senate hearing. - After a difficult 2023, brand sponsorships [are trending upward]( in esports in 2024 — but in a more experimental manner than the blind trust of past years. - Publishers in the UK [are keeping close contact]( with the ICO as they try and strategize for a compliant solution to cookie consent pop-ups without risking revenue. - The former global chief strategy officer for EssenceMediacom [explains what agencies need]( to do to keep up with branding efforts that need to deliver more impact on a performance level rather than just traditional brand building. Other things to know about - Recognize your team with the [Digiday Content Marketing Awards]( alongside past winners including Chipotle, Airbnb, Atlantic and more. - Between the rise of AI, the lack of subscription growth and a challenging market, [publishers and media companies are focusing on leveraging first-party data]( to deliver users personalized, custom experiences and diversify offerings. Sponsored by BlueConic. - [Brands are turning to in-app mobile]( to drive traffic, promote brand messaging among key target audiences, including Gen Z, and set themselves apart from the competition. Sponsored by TextNow. Top Stories [Life Beyond the Cookie]( [How IAB Tech Lab aims to calm concerns around Google's Privacy SandboxÂ]( Ahead of the trade organization’s Annual Leadership Meeting this week, chief executive Anthony Katsur details efforts to provide answers to some of the ad industry’s most critical questions. howdy! [Business of TV]( [Pitch deck: How Amazon is selling ads on Prime Video to advertisers]( Amazon needs ad-supported streaming to lure a fresh wave of them into its ads business: brand dollars. This way it becomes a place for all advertisers to spend more money, not just those with a storefront there. [Sponsored by Clinch]( [Agencies are transforming their approach to DCO in 2024]( While DCO has become integral to agencies’ workflows, teams are still working to integrate this technology better throughout the campaign lifecycle. Advertisement howdy! [Generative AI]( [AI Briefing: FTC and Congress put pressure on AI giants as GenAI misinformation spreads]( The Federal Trade Commission opened a new inquiry into five AI companies and five more tech CEOs will be at this week’s Senate hearing. [Sponsored by Peer39]( [What CTV advertisers want from signal and show-level data in 2024]( For continual investment in CTV, advertisers need confidence in the channel. A new system where advertisers receive contextual and semantic signals and show-level data can accomplish this with cooperation from the industry. howdy! [Gaming & Esports]( [Advertisers are coming back into esports — but with caution]( But brands are getting smarter about esports, and spending less blindly than some did during the hype-infused FOMO days of 2018 and 2019. It’s become clear that the ROI of esports sponsorships is far behind that of traditional sports partnerships, and marketers are no longer willing to simply copy and paste their sports marketing budgets over to esports. Advertisement [Sponsored by LiveRamp]( [How AI is transforming the skillsets and KPIs marketers need in 2024]( The advertising industry is already transforming just a few weeks into 2024 with more change to come. Experts see AI becoming more common and leading to new required skill sets. howdy! [Beyond Ads]( [U.K. publishers and the ICO still grapple with offering a 'reject all' cookies option amid revenue concerns]( Publishers in the UK are keeping close contact with the ICO as they try and strategize for a compliant solution to cookie consent pop-ups without risking revenue. howdy! [Brands in Culture]( [Media Buying Briefing: Strategy veteran Anush Prabhu says agencies need for change how they help launch brands]( The former global chief strategy officer for EssenceMediacom explains what agencies need to do to keep up with branding efforts that need to deliver more impactfully on a performance level rather than just traditional brand building. [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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