🍪 Google’s jarring cookie decision

From TikTok to Amazon, 3 social and retail media search trends [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JULY 23, 2024 As retail media moves up the funnel, ad creative is more important than ever. Join us for our webinar, “Ad Creative at Every Stage of the Funnel,” today at 11am ET to learn more about driving creative from awareness to purchase. [Register here]( Was this email forwarded to you? Sign up [here](. TOP STORY [Google says it will not deprecate third-party cookies on Chrome]( Google suggested on Monday that it will not phase out third-party cookies from Chrome and will pivot to an opt-in model, signaling a major shift for Privacy Sandbox, its embattled post-cookie solution. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” Anthony Chavez, Google’s vice president for Privacy Sandbox wrote in a blog post. Our view: Even with Google’s new direction, third-party cookies are unlikely to remain the primary tracking method on Chrome. “The extent to which consumers opt out of sharing third-party cookies (if that is what Google is proposing) depends largely on the prominence of the privacy call to action,” said EMARKETER analyst Evelyn Mitchell-Wolf. “If there’s an ATT-style pop-up, we could easily end up with more consumers defaulting to not sharing their data.” [Google says it will not deprecate third-party cookies on Chrome]( [Keep reading]( IN THE NEWS [From TikTok to Amazon, 3 social and retail media search trends]( “Google will account for over half of search ad spending this year, but Google's not the perfect fit for every query that every person could ever ask,” our analyst Evelyn Mitchell-Wolf said on a recent EMARKETER webinar. “It never has been, and now consumers are also going elsewhere to satisfy their search needs.” Alongside traditional search engines, retail platforms like Amazon, Walmart, and Target are top search destinations for US consumers, according to a February 2024 survey from Jungle Scout. But don’t discount the power of social media: Over two-thirds (67%) of US adults are at least somewhat likely to engage in social search, per a March 2024 survey from IZEA. Here are three trends advertisers should watch to take advantage of social and retail media search opportunities. [Keep reading]( ANALYSIS [Gen Zers’ and millennials’ encounters with affiliate marketing are the inverse of what Gen Xers and baby boomers encounter]( Younger generations are social first; older generations begin in a web browser. There was a nearly 30-point gap between the share of baby boomers who had seen affiliate ads on YouTube (28.5%) and the share of Gen Zers who had seen such ads (58.0%), per our proprietary survey of 1,378 US consumers. [Gen Zers’ and millennials’ encounters with affiliate marketing are the inverse of what Gen Xers and baby boomers encounter]( [Keep reading]( THINGS TO KNOW ⛓️‍ [Billions of Google redirects to stop working next year]( 👒 [Google says how to get more product-rich results]( 🔴 [Yelp expands ad offerings for national brands and advertisers]( 👓 [Google, Meta compete over Ray-Ban smart glasses partnership]( 📺 [Amazon’s Prime Video interface update will make it easier to tell what costs extra]( PODCAST [Behind the Numbers: Why organic social is making a comeback, why the ad market still feels bleak]( On today's episode, we discuss how organic social is having a resurgence, what brands are building communities around, and how brands are embracing ad-free features like the comments section and direct messaging. Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts.[Follow us on Instagram.]( [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](