Second Edition | September 2024
Times Internet for Marketers
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In-Depth
Despite Google's decision to extend support for third-party cookies on Chrome, the decline of legacy tracking methods continues rapidly. Instead of focusing on the loss, the industry should emphasize the benefits emerging as digital marketing shifts away from traditional approaches.
The losses that aren’t really losses: The push for one-to-one addressability in advertising has always raised questions about balancing audience targeting with privacy and user experience. In today’s privacy-first world, consumer preferences matter more than ever. The "old days" of personalization, driven by third-party cookies, were limited and often inaccurate. Despite Google's continued support for cookies on Chrome, new privacy mechanisms are weakening their effectiveness. True one-to-one addressability is still a work in progress, but the industry is now better positioned to achieve it in a more consumer-friendly way.
The ad ecosystem of the future: mobile and AI: As the digital ad industry matures, we’ll see a shift in how data powers advertising, focusing on consent and choice. This gradual process will lead to a more sustainable ad ecosystem. In the short term, advertisers will need to adjust their goals and KPIs, with true consent becoming central to customer trust. Mobile, at the heart of consumer life, will play a key role in gathering valuable data for personalized ads. Companies with consented access to mobile data will lead the future of advertising. Additionally, AI and machine learning will help balance deterministic and probabilistic data to improve addressability and scale, especially for hard-to-reach audiences like iOS users.
Industry News
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Operative has teamed up with Salesforce to deliver an integrated solution for Salesforce Media Cloud users, combining Operative’s AOS with Salesforce Media Cloud and MuleSoft. This partnership streamlines advertising sales, enabling media companies and advertisers to run efficient, unified campaigns across multiple platforms. With enhanced automation, media companies can improve productivity, proposal accuracy, and gain quicker insights, while advertisers benefit from faster, more comprehensive proposals and improved campaign measurement.
Jagran New Media has launched MarathiJagran.com, a news website tailored for the Marathi-speaking community in Maharashtra. The platform offers verified content across various categories like news, entertainment, business, lifestyle, and astrology, all in Marathi. With real-time updates and multimedia features, Marathi Jagran provides local and national news, including fact-checked reports from Vishwas News and investigative stories from Jagran Prime, expanding the group’s digital presence in the state.
Google expands YouTube first position ads and rolls out new Performance Max insights and controls
Google has expanded its First Position ad offering on YouTube to all content types via Display & Video 360, introducing dynamic pricing, broader targeting, and availability for in-stream and Shorts formats. Advertisers can secure inventory with Instant Reserve and gain performance insights through updated reporting tools. Additionally, Google has announced updates for Performance Max campaigns, enhancing creative asset reporting with conversion metrics, an "asset coverage" report, and combined insights for analysis. Advertisers will also benefit from more controls, such as negative keywords and customization options, improving transparency and performance tracking.