As CMA's Privacy Sandbox Probe gathers momentum, here’s what marketers must know

Today is D-Day for marketers to voice their take on Google’s alternative to third-party cookies for the U.K.’s Competitions and Markets Authority (CMA). February 27, 2024 As CMA's Privacy Sandbox Probe gathers momentum, here’s what marketers must know Today is D-Day for marketers [to voice their take on Google's alternative]( to third-party cookies for the U.K.'s Competitions and Markets Authority (CMA). Additional coverage: - MFAs [carry a loose definition]( and media buyers are split on how to go about removing them from their clients' programmatic budgets. - Though only 5% of marketing budgets [are typically allocated toward]( reaching multicultural audiences, Parker Morse says that's no longer viewed as a cap, but a starting spot. - As C-Suites [look for growth]( through M&A, questions emerge for marketers at those companies: What happens to the brands? - For many esports companies, profitability [has long been a concern]( for the future, not the present. But this is no longer the case for the league operator Blast, which officially turned a profit in 2023 — or so it claims. - Companies like Nestlé, Walmart and Procter Gamble [have doubled down]( on their efforts around employee benefits. Other things to know about - The [Future Leader Awards]( have previously recognized the next generation of leaders from Six Degrees, Duolingo and more. Enter by March 15 to save. - Even as consumer attention fragments across devices and unlimited content options, sports remain resilient in their ability to [collectively capture audiences.]( Sponsored by Genius Sports. - As consumers, including Gen Z, cut out mobile carriers at increasing rates, advertisers are [experimenting with various options to reach these users.]( Sponsored by TextNow. Top Stories Ivy Liu [Life Beyond the Cookie]( [As CMA's Privacy Sandbox Probe gathers momentum, here’s what marketers must know]( Today is D-Day for marketers to voice their take on Google’s alternative to third-party cookies for the U.K.’s Competitions and Markets Authority (CMA). howdy! [Beyond Ads]( [Media buyers weigh the sledgehammer or the scalpel approach to MFA classificationÂ]( MFAs carry a loose definition and media buyers are split on how to go about removing them from their clients’ programmatic budgets. [Sponsored by Digital Turbine]( [Why advertisers are putting attention first for efficient targeting]( With a cluttered mobile landscape, most ads are easily skipped or scrolled past — contributing to wasted ad spend. Advertisement howdy! [Equality and Opportunity]( [My Code’s CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing]( Though only 5% of marketing budgets are typically allocated towards reaching multicultural audiences, Parker Morse says that’s no longer viewed as a cap, but a starting spot. [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! [Brands in Culture]( [Marketing Briefing: As M&A rebounds, 'it all hinges upon the CMO having a seat at the table']( As C-Suites look for growth through M&A, questions emerge for marketers at those companies: What happens to the brands? Advertisement [Sponsored by Optable]( [Why interoperability is essential to post-cookies success]( User data is essential to advertisers, which means publishers and brands are still racing to adjust to an imminently post-third-party cookie world. howdy! [Gaming & Esports]( [How esports company Blast is claiming it's officially profitable]( Blast’s expansion is an encouraging sign for the broader competitive gaming industry, particularly given the ongoing “esports winter.” howdy! [Future of Work]( [Nestlé, P&G, and Walmart reveal their 2024 talent retention secrets]( Companies like Nestlé, Walmart and Procter & Gamble have doubled down on their efforts around employee benefits. [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](