While privacy advocates are saying this doesn’t go far enough, advertisers may think this won’t be targeted enough.
| In preparation for life after the third-party cookie, Google is now pitching Topics as an upgrade on the much-maligned FloC (Federated Learning of Cohorts). Topics works by identifying five topics that represent a person’s interests for that week based on their browsing history. Less is revealed — the topics are controlled and the sharing of them is more restricted, it has claimed. How that translates into a utility for advertisers and publishers is anyone’s guess currently as Google’s initial reveal is light on details. Read more below. While privacy advocates are saying Topics doesn't go far enough, advertisers may think this won't be targeted enough. For Digiday+ members, this week’s Media Briefing looks at how publishers are discussing content syndication opportunities with retailers that could help to address advertisers’ retail media pain points. Microsoft's ad revenues hit $10 billion in the same year it spent big on ad tech. What exactly does it have in store for Xandr? The Rundown: Horizon Media's trends report touches on areas such as digital privacy, contactless living, environmental goals, and the need for downtime. Publishers like Quartz and BuzzFeed are using hoteling software to manage employees who are coming in to work from the office. The Confessions: To combat burnout, employers across the industry have rolled out numerous policies. Still, employees say intense workloads continue to push them to the limit. Other things to know about Join us at the Digiday Media Buying Summit from April 5-7 where we will bring together media buying execs to discuss the trials and successes in the industry while navigating this covid era. Advertisers are looking beyond email open rates toward other significant KPIs while keeping in mind that they’ll also need to work in new privacy-compliant contexts. Sponsored by Stirista. Ads can now be delivered to accounts without compromising the privacy of individuals, but the ability to report back at the account level is not yet widely available. Sponsored by AdDaptive. | | |
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