On today’s ExchangeWire digest: Google to test new Tracking Protection from January; 62% of marketers project podcast ad spend increase; Top OTT platforms see 8% YOY ad spend decrease…
Google’s cookie deprecation plan for the second half of 2024 still currently stands, and in less than a month (from 4th January) Google will start testing its new Tracking Protection feature which will eventually restrict access to third party cookies. It will first be introduced to only a small subset amounting to 1% of global users – those randomly selected will be notified. As the Tracking Protection is rolled out, regulators will be keeping an eye out to ensure it doesn’t give the tech giant an unfair advantage in selling its own ads.
While Google’s third party cookie phaseout is certain to cause disruption for digital this coming year, audio looks set to boom. More than half (62%) of global marketers project an increased ad spend in podcasts in the coming years, according to new research from Acast which studied marketers across the UK, US, Canada, Australia, and Singapore. Marketers in all five regions consistently ranked podcasts as the top performer for accurate targeting and unduplicated reach, as well as for connecting with mentally engaged and affluent audiences. Only 16% of marketers expressed concerns about excessive advertising on the format, versus 31% for social media and 35% for TV, which signals to the untapped potential of podcast advertising.
In the TV landscape, the latest figures have been showing a considerable ad spend decrease. New research finds that the top six OTT platforms – Discovery+, Hulu, Max, Paramount+, Peacock, and Pluto TV – collected over $1bn (£798m) from US ad spend between January and October, representing an 8% year-over-year decrease in ad investment from last year, according to MediaRadar. Nearly half (47%) of total ad spend was represented by five categories: restaurants, medical/pharmaceutical, finance, retail, and tech.
A dive into all things contextual with Gourmet Ads’ Benjamin Christie
R3's Penelope Siraj on Google's Epic Lawsuit, Greenwashing, and Content Moderation
Bidstack Team Up with AtPlay in the Nordic Market
The Independent Forges Strategic Partnership with Pubstack to Optimise Ad Stack
Samsung TV Plus Italy expands FAST offering with 10 new channels from Warner Bros. Discovery
Adform, the most powerful and safe media buying platform built for game changers, celebrates today…
Opti Digital, a premium ad revenue platform, unveils a new brand identity that embodies its…
In today’s Digest, Ireland pushes for Big Tech to vet financial ads, Warner Bros. Discovery…
We look at some of the key findings from this year’s All In Census (created…
This week, Google dominated headlines with bold moves across content, advertising, and AI, while lawmakers…
Intent IQ, a leading provider of identity resolution and data technology, today (May 8th, 2025)…