A month after Google started turning off third-party cookies in Chrome – and marketers are still apathetic

It’s been a month since Google pulled the plug on these cookies on one percent of its browser’s traffic, and the marketing world’s reaction has been rather… underwhelming. February 05, 2024 [PRESENTED BY]( [A month after Google started turning off third-party cookies in Chrome — and marketers are still apathetic]( It’s been a month since Google pulled the plug on these cookies on one percent of its browser's traffic, and [the marketing world's reaction has been rather ... underwhelming](. Additional coverage: - Big tech really went from [“always hiring” to “always firing.”]( - London-based WPP said its 2024 plans include spending £250 million in a cash investment on "proprietary technology to support our AI and data strategy." [More in this Digiday+ Media Buying Briefing.]( - As agencies get more serious about third-party cookie alternatives, [they are running into challenges old and new](. - [Publishers are facing another challenge this year]( that might just put the economy on the back burner for a bit: the death of the third-party cookie. - Tech giants are showing renewed strength with quarterly results and [credited AI as a key growth driver](. - ​After rapid expansion and multibillion-dollar IPO plans, [ad tech firm InMobi doubles down on core competencies](. - For the last five years, Greek yogurt brand Oikos has advertised around the Super Bowl, as opposed to during it. This year, [Danone is expanding its Oikos big game playbook]( to its other brands including Silk and SToK. Other things to know about - Recognize your team's hard work with the [Digiday Video and TV Awards]( alongside past winners from Roku, Vevo, PinkNews and more. The last chance to enter is Friday, February 16. - While [DCO has become integral to agencies’ workflows](, teams are still working to integrate this technology better throughout the campaign lifecycle. Sponsored by Clinch. - Brands are [tapping into the carrier-cutting environment]( to reach budget-savvy consumers looking for new ways to access goods and services and secure a loyal customer base. Sponsored by TextNow. Top Stories Ivy Liu [Life Beyond the Cookie]( [A month after Google started turning off third-party cookies in Chrome – and marketers are still apathetic]( It’s been a month since Google pulled the plug on these cookies on one percent of its browser’s traffic, and the marketing world’s reaction has been rather… underwhelming. howdy! [Marketing on Platforms]( [How platform corporate execs might justify their widespread layoffs so far this year]( Big tech really went from “always hiring” to “always firing”. SPONSORED BY [Logo] [Audiences are discovering a mountain of entertainment on Paramount+]( [img] Viewers are discovering a vast library of new movies, binge-worthy original series, exclusives and more on Paramount+. From thrilling action films and family-friendly flicks to live sports, there’s something for everyone on the streaming home of Super Bowl LVIII. Explore a mountain of entertainment on Paramount+. [Learn More]( [Sponsored by Genius Sports]( [Why brands are reaching audiences with immersive fan engagement tools]( Even as consumer attention fragments across devices and unlimited content options, sports remain resilient in their ability to collectively capture audiences. howdy! [Generative AI]( [Media Buying Briefing: How the holding companies are taking differing approaches to rolling out gen AI]( London-based WPP said its 2024 plans include spending £250 million in a cash investment on “proprietary technology to support our AI and data strategy.” [Sponsored by Seedtag]( [Custom AI is unlocking cookieless audience targeting]( Digital advertising has shifted from predefined audience targeting to adopting more sophisticated, custom AI-driven methods. howdy! [Life Beyond the Cookie]( [Though cookie alternatives are out there, agencies have their issues with them all]( As agencies get more serious about third-party cookie alternatives, they are running into challenges old and new. Advertisement [Sponsored by Yieldmo]( [How machine learning is helping advertisers choose optimal creative formats]( Advertisers spend time and resources ensuring their creative designs resonate with their audiences, which includes the underlying format delivering the ad to the user. howdy! [Strategizing for the Future]( [Digiday+ Research: Cookie deprecation eclipses the economy as publishers' biggest challenge this year]( Publishers are facing another challenge this year that might just put the economy on the back burner for a bit: the death of the third-party cookie. howdy! [Generative AI]( [AI Briefing: Big Tech puts AI at the center of another earnings season]( Tech giants are showing renewed strength with quarterly results and credited AI as a key growth driver. [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](#). 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