Still, Google's plan to smash the third-party cookie sent industry players scrambling.
With the loss of third-party cookies, the worry is, advertisers won't be able to track their ads' effectiveness. Advertisers could also have trouble capping the frequency of their ads and improving them, which gets back to the reason people started blocking ads in the first place. But advertisers who relied on the more cookie-reliant method of measuring advertising stand to lose the most. He said many CMOs are behind and will shift spending to Google and Facebook out of uncertainty about how well their advertising is working.
Krystal Olivieri, SVP of global data strategy and partnerships at WPP ad agency GroupM, said she thought most advertisers were "level headed" and have plenty of runway before Google phases out the cookie for good. But, she said, "advertisers want to understand ROI. If they don't feel like a tactic is driving it, they'll shift tactic.
"We're doing the right things given where the world is going," said Josh Stinchcomb, chief revenue officer of the Journal. "But when I step back and say, what will it all mean? The walled gardens get stronger. The pie for everyone else gets a little bit smaller."Facebook and Google have come to dominate digital ad budgets, to the disdain of publishers and adtech firms.
"Having three walled gardens is OK, but having 15 to 20 small walled gardens on a media plan is not manageable," said Ana Milicevic, a principal and cofounder of the consulting firm Sparrow Advisers.The IAB would seem to be the natural body to get everyone on the same page.
Advertising killed privacy!
I just tipped from the Brave browser. Check it out!
We can transcend that business model with Interactive content that embed transactions. Here are the BurgerKing examples.
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