The Big Story
Third-Party Cookies Are Here to Stay
After years of warning for the eventual deprecation of third-party cookies, Google pulled the ultimate uno reverse card, announcing that they will no longer cancel or replace third-party cookies in Chrome. Instead, Google will introduce a “new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”
The specifics of this “new experience” are currently unclear, and it remains to be seen how it will be implemented and how it will affect existing privacy controls. With the goal of “elevating user choice,” it seems that users may be presented with an easier way to access privacy controls, which are currently a bit buried in Chrome’s browser settings.
Google’s efforts to replace cookies with Privacy Sandbox initiatives, like FLoC and Topics, failed to gain full support from industry partners and regulators due to privacy and anti-competitive concerns. Despite several experiments, Google’s inability to rally industry-wide support around a single solution led to its decision to maintain cookies while introducing the new user choice option. It has been reported, however, that Google will continue developing the Privacy Sandbox APIs alongside rolling out the user choice feature, with plans to introduce new privacy features in the near future.
The ad industry has been preparing for the cookie-less future since Google’s initial announcement in 2020, with the deadline being repeatedly pushed off, most recently to 2025. Many marketers, ad tech firms, agencies, and publishers sought alternatives, such as Universal IDs using hashed email and phone data, first-party data collection, and “clean rooms” for secure data sharing. These solutions have helped lead to a reduced reliance on third-party cookies across the industry.
As Google reverses its course on cookie deprecation, the ad industry faces a new landscape of uncertainty and opportunity. Despite Google’s decision to retain cookies and introduce a user choice feature, the industry’s push toward privacy and innovation persists as they continue to explore alternative solutions. The ongoing development of the Privacy Sandbox APIs will likely continue to influence the industry’s evolution as well in the battle of balancing user privacy with the needs of advertisers and publishers.
Social Updates
LinkedIn Launches Sponsored Newsletters
LinkedIn is expanding its sponsored articles ad option to include newsletters, providing brands a new way to increase visibility and capture more subscriber sign-ups. This move follows the significant growth in LinkedIn newsletters, which have seen a 47% increase in engagement over the past year. Currently, only company-authored newsletters can be sponsored, with plans to extend this to member-authored content in the future. This feature is rolling out gradually and can be utilized for brand awareness and engagement campaigns via the “Content Library” in Campaign Manager.
TikTok Partners with Eventbrite
TikTok has partnered with Eventbrite to streamline the ticketing process for live events. With the integration, users can view events and purchase tickets without ever having to leave their TikTok feeds. Users are encouraged to tap into TikTok fan communities by hosting and promoting their own events through the new integration. To promote events, all organizers have to do is add the specific Eventbrite link into their content. Creators can add multiple event links to their content, with users seeing the most relevant events based on their location. This latest move from TikTok expands their existing ticketing collaborations, strengthening their role in music and event promotion.
X Accused of Breaching EU Content Rules
The European Union has found X guilty of using deceptive practices, specifically regarding its blue checkmarks. According to the EU’s investigation under the new Digital Services Act (DSA), these checkmarks, once a coveted verification tool for celebrities and influencers, are now accessible to anyone paying $8 per month, misleading users and facilitating potential abuse. The EU’s charges extend beyond the checkmarks, highlighting X’s non-compliance with ad transparency and data access rules. The EU emphasizes that X’s current practices hinder informed decision-making and transparency, giving the company a chance to respond before facing potential penalties. This investigation could result in fines up to 6% of X’s global annual revenue and force operational changes within the EU.
Digital Updates
Google Drops Infinite Scroll in Search Results
Ironically, Google has discontinued their continuous scroll feature in search results, which automatically loaded more results as users scrolled past the first page. This feature, originally introduced in 2021, has been replaced by the traditional pagination bar, or what we call “Goooooooooogle,” at the bottom of the search results page. According to Google, the decision aims to deliver search results faster and improve user satisfaction, as the continuous scroll reportedly did not significantly enhance user experience. This shift may impact website click rates and Search Console data, depending on user interaction with the new pagination system.
Taboola Strikes Up Deal with Apple
Taboola has partnered with Apple to manage native advertising within Apple News and Apple Stocks apps, marking a significant milestone for the ad tech giant. This deal strengthens Taboola’s credibility, as the company has grown to over $1.4 billion in annual revenue. The partnership, which took years to develop, acknowledges Apple’s need for a robust sales operation to expand its ad business, which is projected to generate $10.34 billion in revenue this year. Taboola, an authorized reseller, will handle ad placements in Apple News and Stocks across markets including the U.S., U.K., Canada, and Australia. Known for its extensive network and direct relationships with publishers and advertisers, Taboola will leverage its experience to maintain quality control over ads. This collaboration follows Apple’s previous ad sales partnership with NBCUniversal. As the advertising industry continues to grow, similar deals are becoming more common, with companies like Yahoo, Instacart, and Uber also entering new advertising partnerships. Taboola aims to extend its ad sales solutions to other large companies seeking to monetize their user base without in-house tech and sales capabilities.
