Inside Google’s latest move to postpone the cookie apocalypse

Despite Google’s (most recent) assurances that it would stick to its (newest) game plan, there has been a lot going on as of late.

Additional coverage:

• When it comes to the TikTok "divestment or ban" bill, marketers are worried. But most are not too panicked about the outcome — at least not yet.
• Tentpole events and franchises are helping publishers lock in advertising revenue. More in this Digiday+ Media Briefing.
• Digiday considers the arguments for and against marketers relying on organic social.
• As FaZe Clan looks to escape the difficulties it experienced in the public market, its greatest strength might be a business unit that was already in action well before the acquisition: its product licensing business.
• Influencer agency Billion Dollar Boy is launching a creator community membership as it expands its consultative services and partnerships, Digiday has learned.
• This week’s Digiday+ Research Briefing examines how YouTube commands the majority of marketers’ ad placements and ad budgets among ad-supported streaming services, how fewer publishers plan on growing their events business, and how ads are coming to Meta’s Threads platform sooner than expected.
• Adobe released a third generation of its Firefly AI image model to power new capabilities for creating and generating images.
• ICYMI: Google delayed the third-party cookie demise yet again — working with next year (for now) as its new target date.