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What's next for advertisers as Google changes course again on cookie alternatives

What's next for advertisers as Google changes course again on cookie alternatives
Hotspex Media Team

What's next for advertisers as Google changes course again on cookie alternatives

TLDR
  • Google has replaced its embattled FLoC proposal, complicating the data privacy landscape as the countdown to a cookieless future continues.
Brief

While Google promised that FLoC would deliver at least 95% of the conversions per dollar spent that advertisers get with cookie-based advertising, many players in the ad world doubted those claims and wondered if FLoC would ever fully take off. On Jan. 25, the tech giant introduced a new Privacy Sandbox proposal called Topics that will replace Federated Learning of Cohorts (FLoC). While FLoC was already less precise than third-party retargeting or deterministic targeting, Topics is expected to be even less precise. The Topics API utilizes website hostnames rather than sub-interest pages and classifies users across only 350 categories. Topics might not do enough to serve advertiser needs. Topics chooses one subject from each of the past three weeks to share with the site and its ad partners. While doing more to protect user privacy, Topics might not do enough to serve advertiser needs.


Snap Extends Content Deals with Major Media Companies

TLDR
  • Snap has extended content deals with major media companies to continue their collaboration and provide their current shows on Discover and individually plan to bring more shows in future.
Brief

These renewals are a strong validation that Discover continues to be an incredibly important platform for some of the biggest consumer media brands in the world – and these agreements affirm their long-term confidence in Snapchat and their ability to deliver meaningful outcomes to drive reach, relevance and revenue. Since joining Discover, these companies have amassed huge and loyal audiences on Snapchat. Over 100 million Snapchatters watch entertainment content on Discover each month. 


How High Impact CTV Makes Ads More Engaging, Relevant — and Unmissable

TLDR
  •  Creative innovations in high-impact CTV enable marketers to have a wide range of innovative and compelling ways to capture a viewer’s attention across multiple formats.
Brief

Pairing personalization with animations, sports in-content integrations, interactive expandable ads, unique branding, or something else entirely, high impact CTV ads deliver emotional resonance that gets noticed — and delivers results. Marketers can use a wide range of techniques to engage audiences and highlight products in unconventional ways, including Custom animations, QR codes, and Interactive ads. This personalization approach makes ads more interesting, relevant and engaging to viewers. 

  • Read the full article HERE

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