Stop me if you’ve heard this one before: Google is extending its support of third party cookies in Chrome. They now “intend to begin phasing out” the cookies “in the second half of 2024”, which is a far-from-ironclad commitment. The official reason is to give developers more time to adjust to the Privacy Sandbox APIs, but business and political considerations are also surely at play.
It’s not your imagination: good men (and women) are hard to find. The World Federation of Advertisers found that 77% of marketers said there’s a talent shortage in their organization. In bad news for English majors everywhere, data and analytics skills top the list while creative and social media roles are at the bottom.
Audience measurement is a challenge across all channels, even when cookies aren’t involved. Nielsen in particular has struggled to keep up with TV audiences, as delivery methods expanded beyond linear broadcasts to streaming networks, mobile devices, and on-line video. Their latest extension is “Four-Screen Ad Deduplication”, which adds deduplicated YouTube viewers to its Total Ad Ratings data.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.