Google delays cookie deprecation again

Plus: TikTok outperforms Shorts, Reels [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 24, 2024 We’ll be discussing the importance of in-store marketing for consumer packaged goods during [our webinar tomorrow](. In what year will US in-store retail media pass the $1 billion mark? A) 2025 B) 2026 C) 2027 D) 2028 [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Google delays deprecation of third-party cookies once again]( Google announced that it will not complete third-party deprecation during the second half of Q4 2024 as originally planned. What does this mean for marketers? Cookies may not be going away this year, but that doesn’t mean putting a pause on any post-cookie plans—marketers will still need to find new ways to target and measure their campaigns after cookies are gone. [Keep reading]( NEWS AND VIEWS [TikTok outperforms YouTube Shorts and Reels viewership]( Our view: If TikTok gets banned from the US, it will leave a massive crater of ad spend and viewership in its wake that YouTube and Instagram are sure to scramble over. While it may be too early to divert spend now, advertisers should wait to see which platforms are most attractive to influencers and follow high-value audiences to their destinations. [Despite interest in non-legacy currencies, Nielsen remains the top choice for upfronts]( Our view: As consumer viewing habits evolve, Nielsen is making a push for cross-media measurement, pivoting from measuring average commercial minutes to more precise individual commercial metrics, which will make it easier to measure the reach of a campaign across TV, connected TV, and digital video. [IAB, MRC adopt Niantic ‘Rewarded AR’ ads as industry measurement standard]( view: 27.9% of the US population will be AR users this year, per our March 2023 forecast. As AR advertising becomes more prominent, advertisers will need a consistent way to measure engagement. ANALYSIS [How retail media is moving up the funnel via CTV and other partnerships]( Retail media may be the decade’s biggest advertising trend. Retailers are taking ownership of their advertising by creating media networks, and spend is exploding. Retailers are building out their digital presences, boosting in-store offerings, experimenting with streaming and media partnerships, creating their retail media strategy, and putting ads everywhere they can. [Keep reading]( THINGS TO KNOW 📺 [New channels like retail media and CTV join the D2C marketing lineup]( 🚫 [TikTok may be banned in the US. Here’s what happened when India did it]( 👓 [Meta Smart Glasses get video calling, Apple Music, and a new style]( ❌ [X is launching a TV app for videos ‘soon’]( PODCAST [Behind the Numbers: Reimagining Retail]( The Unofficial Most Interesting Retailers List (April). Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( “Behind the Numbers” is made possible by Walmart Connect. [Listen in]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](