'We're still in the infancy of it': How first-party data is shoring up for marketers as third-party cookie deprecation starts

Google has finally started turning off its third-party cookies. Here’s how advertisers are shoring up their first-party data in response. March 08, 2024 [PRESENTED BY]( ['We're still in the infancy of it': How first-party data is shoring up for marketers as third-party cookie deprecation starts]( Google has finally started turning off its third-party cookies. [Here's how advertisers are shoring up their first-party data]( in response. Additional coverage: - To convince brands that working with them is still worth the squeeze, esports companies are stressing their viewership and follower numbers less, instead [focusing more on building strong connections with specific gaming communities](. - In a wave of [agencies turning to consumer research panels for first-party data](, Stagwell launched a new consumer research product called Unlock Surveys, while Disqo partnered with Vizio’s Inscape to generate a deeper set of omnichannel behavioral research. - Among the variety of topics addressed at the two Town Hall discussions at Digiday’s Media Buying Summit in Nashville was [the internal-facing topic of talent and talent retention](. - When it comes to social media marketing on behalf of their clients, [agencies see the value in Instagram much more so than its Meta sibling Facebook]( — and that's especially clear in how agency clients are spending on each platform. - Our most-read story this week: [Advertisers slowly acknowledge that measurement, not targeting, might be the bigger cookie deprecation challenge]( Other things to know about - Recognize your team with the [Digiday Technology Awards]( alongside past winners from Adobe, Twitch and many more. Submit entries by April 12 to secure the best rate. - Publishers and brands are seeing subscription adoption increase, with 76% of consumers subscribed to a streaming video platform and 62% using a retail subscription. [Download this new report]( for more insights on the subscription economy. Sponsored by Bango. - Interoperability is crucial to post-cookie data success for publishers and advertisers, as collaborative strategies are the way forward. However, [another challenge is in defining interoperability in the first place](. Sponsored by Optable. Top Stories Ivy Liu [Life Beyond the Cookie]( ['We're still in the infancy of it': How first-party data is shoring up for marketers as third-party cookie deprecation starts]( Google has finally started turning off its third-party cookies. Here’s how advertisers are shoring up their first-party data in response. howdy! [Gaming & Esports]( [As advertisers grow wiser about gaming, esports companies are stressing community over metrics]( To convince brands that working with them is still worth the squeeze, esports companies are stressing their viewership and follower numbers less, instead focusing more on building strong connections with specific gaming communities. [Sponsored by Klaviyo]( [How brands are creating more relevant experiences to grow e-commerce revenue]( Brands like AriZona Beverage Co. regularly optimize their targeting to send fewer, more relevant campaigns. Advertisement howdy! [Evolving Agencies]( [As cookies fade, more agencies make bets on consumer research panels — and their first-party data]( Stagwell launched a new consumer research product called Unlock Surveys, while Disqo partnered with Vizio’s Inscape to generate a deeper set of omnichannel behavioral research. [Sponsored by Yieldmo]( [The five elements advertisers need to deliver the best format experience]( Once an ad is carefully crafted, the format in which it’s delivered to consumers is crucial, as not all formats serve the same purpose. Advertisers are building machine learning platforms to provide the best format experience to consumers. howdy! [Agency Culture]( [Overheard at DMBS Spring 2024: problems and solutions to retain talent]( Among the variety of topics addressed at the two Town Hall discussions at Digiday’s Media Buying Summit in Nashville was the internal-facing topic of talent and talent retention. Advertisement [Sponsored by Acxiom]( [How marketers are maximizing campaign impact with new data strategies]( Before cookies disappear for good, advertisers are confronting risks and misconceptions as they adjust data strategies. In a post-cookie world, they need multiple types of data but often think first-party data alone is sufficient. howdy! [Marketing on Platforms]( [Digiday+ Research deep dive: Agencies heavily favor Instagram over Facebook for their clients]( When it comes to social media marketing on behalf of their clients, agencies see the value in Instagram much more so than its Meta sibling Facebook — and that’s especially clear in how agency clients are spending on each platform. howdy! [Marketing on Platforms]( [Advertisers shift retail media spending beyond Amazon to include Walmart, Target and more]( Retail media is growing with an ever-expanding list of platforms. [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](