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The big topic of 2024 was third-party cookies – so what’s their status going into 2025? While Google abandoned its plans to phase out cookies, other tech companies have stuck to their guns. Despite the search giant’s decisive lack of action, forecasters predict that cookies will go away eventually.
Kerel Cooper, GumGums new CMO, unpacks the future of contextual advertising, curated marketplaces, and DEI, revealing key adtech trends for 2025. Adtech is on the cusp of a major shift. Beyond the tech talk, hes also a champion for diversity and inclusion in an industry ripe for fresh voices and perspectives.
The search engine giant will no longer be removing third-party cookies on Chrome. After years of back-and-forth, Google has now officially pulled the plug on its plan to deprecate third-party cookies in Chrome. and they will not be rolling out a new standalone prompt for third-party cookies .
Missed the most buzzworthy adtech stories of the year? In 2024, adtech kept us on our toes with innovation, controversy, and everything in between. Whether it was AI upending adtech norms, Googles legal woes, or streaming giants making bold moves, these stories resonated for a reason.
Just a few years ago, it seemed inevitable that third-party cookies would disappear. Now, in mid-2025, the reality is far more complicated-and for many in the industry, quite surprising. Instead of default blocking, Google decided to let users manage cookies via privacy settings , keeping them enabled by default. Why the change?
Published June 26, 2025 By Andrew Hutchinson Content and Social Media Manager post share post print email license Pinterest provided some new tips to help brands align with its visual search tools. Editors picks Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies.
Published June 16, 2025 By Aaron Baar post share post print email license The tracking capabilities arrive at a time when interest is high in retail media, connected TV and creator content. By Chris Kelly • April 23, 2025 Scott Olson via Getty Images Deep Dive As retail media networks widen their scope, is a reckoning inbound?
There were lots of adtech headlines in 2024, from MFA and M&A to the rise of generative AI and Googles decision not to deprecate third-party cookies in Chrome. But there was arguably no bigger story than the Google adtech antitrust trial, an event well over a decade in the making.
Published July 1, 2025 Peter Adams Senior Reporter post share post print email license "Star Wars" fans reenact key scenes from the franchise after a screening breaks down in Coke's new ads developed in collaboration with Disney.
As 2025 unfolds, privacy regulations such as GDPR, CCPA, and CPRA are tightening, and we are entering into a post-cookie-less era where understanding where the user is and what they want to see is the top priority for demand partners. It is a paradigm shift to move beyond identity-centric approaches in a cookieless world. Google [.]
Success in 2025 is about working togetherwhether its publishers teaming up with brands, data partnerships taking center stage, or AI bridging the gap between creative and performance. Takeaway 1: Ecommerce Is Still the Ad Spend MVP Retail is still running up the score on digital ad spend, and eMarketers outlook is bullish.
By 2024, everyone working in digital advertising was tired of hearing about cookie deprecation, writes Thomas Bernal, VP Go To Market at Ogury. What signal loss refers to is the erosion of data that was once used as a reliable proxy for consumer behaviours, or the consumer themselves, such as the famous or infamous third-party cookie.
Published June 12, 2025 Peter Adams Senior Reporter post share post print email license Pepsi is taking a dig at its chief rival's iconic "Share a Coke" campaign. Santiago via Getty Images Cookies get another stay of execution — but have marketers already moved on? 3, 2024 Michael M. 3, 2024 Michael M.
Published July 2, 2025 By Aaron Baar post share post print email license Snap partnered with DoubleVerify and IAS around two separate products designed to measure users’ attention on Snapchat. The new product is available globally on Snapchat and is set to expand to other platforms throughout 2025, per release details.
Published June 5, 2025 By Aaron Baar post share post print email license TikTok announced expanded branding solutions, creative and artificial intelligence (AI) powered tools, automation features and search capabilities at its annual product summit. billion in 2025, assuming the service doesn’t go dark. year over year to $32.4
In this week’s Week in Review: Netflix evolves its ad offering, BILD launched BILDplay, and brands plan a move away from time and materials. These capabilities will expand to Europe in February 2025 and to Australia, Japan and Korea later in the year. ” The Week in Tech Viant Acquires CTV Data Business IRIS.TV
Published June 12, 2025 By Aaron Baar post share post print email license Jack in the Box teamed with entertainer T-Pain for a limited-edition Munchie Meal that is being promoted across Fortnite and Twitch. The brand has also partnered with bilingual digital media outlet Mitú and had a host-read ad on the popular podcast “Call Her Daddy.”
Published July 7, 2025 Peter Adams Senior Reporter post share post print email license Unilever's new in-house design center wants to deliver content for home care brands three times faster, with an assist from generative AI. 10, 2025 Michael M. 10, 2025 Michael M. 10, 2025 Michael M.
Published June 5, 2025 Sara Karlovitch Staff Reporter post share post print email license Open Intelligence’s partners at launch include FreeWheel, Google, Microsoft Advertising, Adelaide, Adstra, Circana, Experian, Lumen Research, Meta, Snap and TikTok. WPP saw a Q1 2025 revenue of $4.3 billion (£3.2
Published June 30, 2025 Sara Karlovitch Staff Reporter post share post print email license JCPenney's budget-friendly wedding comes as nuptial costs continue to climb. VaynerMedia became the brand’s social media and influencer marketing agency of record in March. By Peter Adams and Chris Kelly • Feb. By Peter Adams and Chris Kelly • Feb.
Published June 25, 2025 Jessica Deyo Editor post share post print email license Heinz and music producer Mustard are building on an existing partnership with the release of a limited-edition sauce at Buffalo Wild Wings locations nationwide. in Q1 2025 , according to its latest earnings report. Last May, the brand supported the U.S.
Google’s latest announcement to halt the deprecation of third-party cookies in Chrome has sent shockwaves through the adtech industry. Instead of phasing out cookies, Google plans to introduce a new user choice mechanism. There are mixed reactions to this news. There are mixed reactions to this news.
Published June 26, 2025 By Aaron Baar post share post print email license "Radio Optimism" includes an interactive platform where consumers can respond to various prompts that will be interpreted using AI tools to produce a unique musical piece.
Published July 2, 2025 Sara Karlovitch Staff Reporter post share post print email license Powerade is embracing a social-first strategy to support the launch of its limited-edition Xtra Sour line extension.
Published June 9, 2025 Chris Kelly Senior Reporter post share post print email license The “Best of Both Worlds” effort focuses on Jean-Luc, a cowboy born in Paris, France who lives in Paris, Texas and drives Hyundai hybrids. A separate campaign , “He Got Money,” focuses on fuel savings and is targeted at an African-American audience.
Published June 12, 2025 Sara Karlovitch Staff Reporter post share post print email license A switch to cans reflects the growing importance of the convenience store market to Smirnoff Ice. billion for the first half of fiscal year 2025, a 0.6% Company Announcements View all | Post a press release Why do people REALLY run in 2025?
Published June 9, 2025 Sara Karlovitch Staff Reporter post share post print email license Lipton's activation is timed to National Iced Tea Day, which takes place June 10. By Peter Adams and Jessica Deyo • July 10, 2024 Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies.
To begin in this vein, I think most will agree there are five key trends that will dominate marketing in 2025: Macro Trends 2024 AI adoption Transforming every layer of business from customer acquisition to internal operations. From here we get into the predictions for 2025. This level of global domination is a new phenomenon.
Published June 9, 2025 Peter Adams Senior Reporter post share post print email license WPP CEO Mark Read is retiring after seven years at the helm of the ad-holding group. billion, in Q1 2025. Revenue less pass-through costs declined 2.7% on a like-for-like basis to 2.48 billion pounds, or about $3.2
Deep Dive Library Events Press Releases Topics Subscribe Search Subscribe Search Brand Strategy Mobile Creative Social Media Video Agencies Data/Analytics Influencer Marketing AdTech CMO Corner An article from Dive Brief E.l.f. Published June 12, 2025 Jessica Deyo Editor post share post print email license E.l.f.
UPDATED: JUNE 2025) MarTech (Marketing Technology) and AdTech (Advertising Technology) are distinct aspects of modern marketing that are differentiated and simultaneously overlap and complement each other. Users need to give consent to use their information via third-party cookies. Follow @illuminHQ
Published June 5, 2025 Chris Kelly Senior Reporter post share post print email license McDonald's is looking to build anticipation with a throwback web portal that features never-before-seen and behind-the-scenes content about the Snack Wrap. McDonald’s saw U.S. same-store sales drop 3.6%
Focus on Carbon-Neutral Data Centers: Brands can partner with adtech vendors and media platforms that utilize renewable energy in their data centers. illumin’s enhanced cookie syncs create the ideal connection between users and partners. Additionally, reducing the number of impressions served can cut down on wasted energy.
Published July 7, 2025 By Aaron Baar post share post print email license Roblox boasts 100 million daily active users who participate in adventures and games developed by the next-generation creators Dentsu wants to collaborate with. 10, 2025 Michael M. 10, 2025 Michael M. 10, 2025 Michael M.
Published June 16, 2025 Peter Adams Senior Reporter post share post print email license Delivery platform DoorDash is enacting the largest update to its advertising division since the unit launched nearly four years ago. The more that we can just drive performance for them through a very simple process, that’s what were really striving for.”
Published June 30, 2025 Peter Adams Senior Reporter post share post print email license Target is launching two back-to-school campaigns to reach college students and parents of younger kids. By Peter Adams • July 30, 2024 Justin Sullivan via Getty Images Deep Dive And just like that, Google won’t be deprecating cookies.
This included Google’s own Privacy Sandbox set of tools, designed to enable targeting and measurement without cookies. This included Google’s own Privacy Sandbox set of tools, designed to enable targeting and measurement without cookies. The Week in Tech Adelaide Acquires Insights Business Rita Following $1.4
Published July 8, 2025 Peter Adams Senior Reporter post share post print email license Ads from Ben's Original use a camera-tracking technique that's meant to simulate the constant motion of life. The Mars-owned brand is launching a new global brand platform and updated identity. By Peter Adams and Chris Kelly • Feb.
Published July 8, 2025 Chris Kelly Senior Reporter post share post print email license Alaska Airlines is beginning to optimize its ad budget in line with Meridian’s findings, shifting more spend toward a mid-funnel strategy to move consumers to complete bookings. 10, 2025 Keep up with the story.
Published June 3, 2025 Sara Karlovitch Staff Reporter post share post print email license Mom's produce department in its Van Ness, Washington, D.C., store on April 4, 2025. Published June 3, 2025 Sara Karlovitch Staff Reporter post share post print email license Mom's produce department in its Van Ness, Washington, D.C.,
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