Daily September 24

In the absence of third-party cookies, marketers will need to work more closely with trusted publishers to reach their audiences. Who will lose out? It is posed for a collapse in the middle. This is the final piece of The Long Goodbye, our 10-part editorial series covering life after the third-party cookie. Visit our continuously updated landing page here and read more below.

  • Marketers are working more closely with publishers to replace lost data as third-party cookies crumble. The largest media holding companies are well-positioned — as are the savvier smaller publishers who dominate a niche. That leaves the ones in the middle in a more precarious position.
  • News U.K. has overhauled the way it collects, sorts and monetizes its audience data across all its titles via first-party data platform Nucleus.
  • On-demand pay could be just the ticket for industries like the restaurant business struggling to find and keep workers in key roles.
  • Misfits’ is the most prominent Florida-based esports organization. Both its Call of Duty League team and its Overwatch League squad are based in the Sunshine State.
  • As a cookieless future and Apple’s data privacy updates loom over advertisers, at least one DTC brand is diversifying its ad spend by doubling down on OOH efforts.
  • Salesforce is combining data from Salesforce+ with data gathered from sales and customer service channels viewers inside its customer data platform.