Daily February 21
Google’s quest to find a way forward for targeted advertising in a more privacy-centric world continues unabashed, despite its many (and vocal) detractors. After its previous proposal to replace the third-party cookie’s ad targeting capabilities came under fire for being potentially too invasive, Google has introduced an alternative cookie alternative called “Topics” that swings the pendulum in the other direction. Read more below.
- WTF is Google’s Topics?
- With the future of third-party addressability on the open web hanging in the balance, the ad industry divides in two.
- Influencer marketing is growing thanks to tools that match the right influencer with the brand, and improved activation options to get closer to the bottom of the purchasing funnel. More in this Digiday+ Media Buying Briefing.