↩️ Advertisers React
Today’s Edition
🗣️ Advertisers react to Google’s cookie plan change
So, Google won’t be blanket-eliminating third-party cookies.
Chrome users will instead be able to decide whether to disable cookies and opt for Google's ‘Privacy Sandbox’ solution.
Here are the experts’ take on why the change, the impact, and what’s next:
1. What caused the change in Google’s approach?
“As the dominant browser owner, Google is under scrutiny for antitrust behaviors. The proposed Privacy Sandbox, while marketed as a privacy-enhancing tool, likely raises barriers for competitors. This could lead to less competition and more market consolidation in the ad tech industry” - Sarah Stemen, Sarah Stemen LLC
2. Will cookies be phased out regardless of this announcement?
"It is important to await the exact implementation details of Chrome's elevated 'user choice' approach to third-party cookies, which may put the industry in the same place.” - Anthony Katsur, IAB Tech Lab
3. What does this mean for ad targeting?
“The reality is that a big proportion of the open web can’t be addressed by third-party cookies already so continuing to pursue other ways of targeting and measuring audiences is vital” - Jon Mew, IAB UK
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More Headlines
💡 X introduces “Trend Genius”
Trend Genius lets advertisers pick conversation topics like sports, fashion, and AI. When these topics trend on X, ads with preprogrammed creative are auto-deployed. Then ads turn off when trends stabilize, aiming to maximize ad relevance and minimize waste.
🤝 Reddit joins video social revolution, partners with top U.S. sports leagues
The deal enables Reddit to offer exclusive video highlights, behind-the-scenes content, and player Q&A sessions for leagues such as the NFL, NBA, MLB, and NASCAR. With a 26% rise in views for sports forums over the past year, Reddit is looking to become more of a destination for sports fans.
📈 Netflix sees surge in ad-supported signups
Netflix’s ad-supported tier now represents 45% of new signups, up from 40% in the previous quarter. So far, Netflix has amassed 40 million active subscribers globally, with consumers effectively voting that they would rather save money by watching ads. Netflix is able to make $10+ in monthly ad revenue per subscription.
🇺🇸 Trump backs TikTok amid looming U.S. ban threat
Ahead of the election, candidate Donald Trump emphasized the need for competition for platforms like Facebook and Instagram, as TikTok faces a potential ban.
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🎟️ TikTok announces Eventbrite integration
TikTok has partnered with Eventbrite to offer combined event promotion & ticket sales for users worldwide. The integration enables TikTok users to add Eventbrite links to their videos and purchase tickets without leaving the app.
⚠️ EU warns Meta over misleading 'ad-free' plan
Meta's "pay or consent" model forces users to choose between a subscription fee or consent to ad data collection. Meta risks sanctions and could face fines of up to 4% of its total annual revenue for each country where the violation occurred if it doesn’t address consumer rights and transparency concerns by September 1st, 2024.
📢 Ads are coming to Threads, but advertisers aren’t too enthusiastic
According to Digiday, advertisers are hesitant because audience demographics are unclear and engagement lags behind its competitor, X. In terms of scale, Threads reaches 175 million monthly users compared to the 570 million active users on X.
📲 Meta is rolling out custom call-to-action offers to Instagram ads
Advertisers can soon add specific discounts or promotions directly to Instagram ad CTA buttons. The tool automatically sources offer details from the ad's landing page and supports up to 20 offers per ad. At this stage, it is currently limited to single-media Instagram Stories ads.
📅 Meta introduces new ‘Event Coverage’ feature for advertisers using Conversions API
Meta recommends advertisers send conversion events using both the Pixel and Conversions API to maximize performance. ’Event Coverage’ enables advertisers to see the total number of browser and server events being sent and more easily detect major discrepancies.
📹 Meta increases Reels ad options with new ‘Overlay’ format
Currently open to only selected brands, Reels overlay ads display single image or carousel promotions directly on Reels videos. Ads can appear as banners or videos during or in between Reels and will feature large calls to action.
🎨 Microsoft launches an AI-powered design app being compared to Canva
Similar to Canva, the app features a variety of creative tools and templates and is integrated with Microsoft products like Word and PowerPoint.
📢 Paramount Advertising launches ads manager
Paramount Ads Manager offers AI-generated video spots and tools to convert social media assets into TV ads.
🖼️ Pinterest develops ‘Pinterest Canvas,’ a text-to-image model
Trained with over 1.5 billion high-quality text-image pairs, the new tool generates photorealistic backgrounds.
🔗 Taboola partners with Apple to manage native advertising placements
Apple has authorized Taboola to sell ads in the main feeds and articles of the company’s news and stocks apps.
🎊 You're all caught up - thanks for reading and thanks to today's sponsor, Usercentrics Cookiebot
OK Boštjan Dolinšek