Marketers are starting to test alternatives to third-party cookies amid Google’s changes

Advertisers recognize the challenge but believe it’s crucial to understand and address rather than solely relying on Google’s guidance. February 15, 2024 [Marketers are starting to test alternatives to third-party cookies amid Google’s changes]( Advertisers recognize [the challenge of testing alternatives to third-party cookies](, but believe it's crucial to understand and address rather than solely relying on Google's guidance. Additional coverage: - Three publishers are changing how much access AI crawler bots have to their content. [More in this Digiday+ Media Briefing.]( - As creators have become a marketing must-have, they say they’re increasingly [pushing for reasonable payment terms](, asking for deposits, enacting late fees and employing other tactics to get their fair share of the creator economy boom. - [In this week’s Digiday+ Research Briefing](, we examine how publishers are growing their ad products, when agencies and publishers expect deprecation of the third-party cookie to actually happen, and how marketers relied on traditional celebrities for their Super Bowl ads. - ICYMI: Ahead of The Trade Desk’s earnings report, [here’s a look at how the company is rolling out OpenPath to CTV](. Other things to know about - Your last chance to enter the [Digiday Video and TV Awards]( is tomorrow, February 16. Join the ranks of past winners including Hulu, Lyft and many more. - The advertising industry is already transforming just several weeks into 2024 with more change to come. Experts see [AI becoming more common and leading to new required skill sets](. Sponsored by LiveRamp. - If marketers add too many attributes to their audience targeting, they can narrow the segmentation to the point of [missing out on driving brand relevancy](. Sponsored by Acxiom. Top Stories Ivy Liu [Life Beyond the Cookie]( [Marketers are starting to test alternatives to third-party cookies amid Google’s changes]( Advertisers recognize the challenge but believe it’s crucial to understand and address rather than solely relying on Google’s guidance. howdy! [Generative AI]( [Media Briefing: How 3 publishers are making their sites more/less habitable to AI crawlersÂ]( Three publishers are changing how much access AI crawler bots have to their content. [Sponsored by Optable]( [How privacy-safe collaboration enables growth for publishers and brands]( With the deprecation of third-party cookies underway, there has seldom been a more urgent moment for publishers and advertisers to revisit their data strategies. Advertisement howdy! [The Creator Economy]( [In a booming influencer economy, creators seek standardization for payment terms]( As creators have become a marketing must-have, they say they’re increasingly pushing for reasonable payment terms, asking for deposits, enacting late fees and employing other tactics to get their fair share of said boom. [Sponsored by Digital Turbine]( [How attention is unlocking privacy-safe targeting for advertisers]( Targeting attention requires a top-to-bottom effort by brands and agencies. howdy! [Modern Newsroom]( [Research Briefing: The Cut expands as publishers overall increase ad products]( In this week’s Digiday+ Research Briefing, we examine how publishers are growing their ad products, when agencies and publishers expect deprecation of the third-party cookie to actually happen, and how marketers relied on traditional celebrities for their Super Bowl ads, as seen in recent data from Digiday+ Research. Advertisement [Sponsored by Clinch]( [Agencies are serving personalized, real-time ads at scale with DCO tech]( In a recent Digiday and Clinch survey, agency respondents cited real-time adaptability and personalization at scale as the top two advantages that DCO offers them over non-DCO campaigns. howdy! [Brands in Culture]( [Why Snapchat is pitching its platform as an alternative to social media]( Snapchat’s latest brand campaign pitches the platform as an alternative to the current state of many social media platforms, harkening back to the days of using social media as a way to connect with friends and family. howdy! [Business of TV]( [Future of TV Briefing: Why CTV ad sellers are adopting universal IDs like Unified ID 2.0]( This week’s Future of TV Briefing looks at how streaming ad sellers are seeing the adoption of universal IDs boost their CTV ad revenues. [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](