Month: January 2024

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Between Google’s third-party cookie phase out (finally) and the generative AI boom, there are many changes facing the marketing and advertising industry this year. 

It’s a lot for any marketer to keep up with, let alone the chief marketing officer at a 117-year-old legacy company like Xerox, an office equipment brand. But it’s exactly what CMO Deena LaMarque Piquion has on her to-do list this year, in addition to boosting brand awareness with the next generation of employees and entrepreneurs.

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Google kicked off the year with a signal that, yes, the third-party cookie is actually going away by starting to disable third-party cookies for 1% of Chrome users on Jan. 4. While questions — many of them — about what happens next remain, it’s clear that Google is no longer kicking the can down the road.

Marketers have already been working over the last two to three years to prepare for the long-awaited death of the third-party cookie. Even so, the readiness of the industry for said exit isn’t as certain as some would hope. How prepared a marketer is to manage this shift will vary. Trends of the last few years including a push for more full funnel marketing efforts, a recognition of the importance of owned channels vs. paid as well as a need to amp up loyalty programs to continue to collect first-party data will continue in the coming months. 

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Surprisingly, publishers don’t feel like their companies fared that badly in 2023. And they think their companies’ prospects for 2024 are bright. Also surprisingly, though, they feel differently about the media industry as a whole.

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Adios, third-party cookies. As Chrome kicks them to the curb, let’s untangle the web of jargon that’s left behind. This glossary is your quick, no-frills guide to the biggest shake-up in online advertising. Let’s dive in. 

Authenticated IDs: When you log into a site using an email address, you’re essentially verifying your identity (like showing your ID at a club entrance). The website then uses this verified information to create a profile that advertisers can target. The key here is consent. You choose to log in and share certain information, unlike third-party cookies, which often work in the background without explicit consent. But like any technology handling personal data, they tread a fine line between utility and privacy.

Browser fingerprinting: This takes a snapshot of your browser’s quirks — screen size, fonts, software versions — and uses this unique combo to ID your online moves. Unlike cookies, this method doesn’t leave crumbs. It’s stealthier, tracking you by the unique blend of your browser’s traits, not who you are.

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New Hampshire is the best chance to make it a real GOP race.

The rental company was far from alone in making a losing bid on electric cars.

A 40-year-old judicial doctrine has become a license for regulators to grab power from Congress.

Blinken touts reform while the PA adds more terrorists to the payroll.

A federal agency dumps money on projects tied up by its own rules.

As the campaign begins, the big story is the 45th president’s commanding lead.