What Google's anti-tracking moves mean for advertisers

Good morning and welcome to Insider Advertising for March 4. I’m senior advertising reporter Lauren Johnson, and here’s what’s going on:

  • What Google’s anti-tracking moves mean for advertisers.
  • The big ad accounts up for grabs.
  • E-commerce M&A.

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Tips, comments, suggestions? Drop me a line at [email protected] or on Twitter at @LaurenJohnson.

Google CEO Sundar Pichai.JOSH EDELSON/Getty

Google’s move away from targeted advertising threatens to upend marketers’ scramble to save digital ads

  • Google’s plans to nix ad tracking has big implications for adtech companies, brands, and publishers.
  • Advertisers will shift toward collecting their own consumer data and targeting them contextually, experts said.
  • The move will likely make Google’s ad business more powerful, ad execs predicted.

Read the story.

Regis Duvignau/Reuters

18 giant advertisers from Unilever to Infiniti that are scrambling to hire ad agencies, and who could win the business

  • Billions in advertising will be up for grabs this year as a rash of brands look for new agencies, report Lindsay Rittenhouse and Patrick Coffee.
  • The trend follows a slow 2020, when many marketers cut budgets and paused agency searches.
  • Accounts like Coca-Cola, Walmart, and Unilever are up for grabs.

Read the story.


Startup Assembly rode the online shopping wave — its CEO shares how he’s trying to become a one-stop shop for e-commerce advertisers and sellers

  • As online shopping and advertising soars, M&A has grown for companies that help sellers advertise and sell online, I report.
  • PE-backed Assembly has acquired four e-commerce companies over the past 18 months.
  • CEO Sandeep Kella described the three types of companies he looks for.

Read the story.

More stories we’re reading:

  • The movie-theater chain Alamo Drafthouse Cinema has filed for bankruptcy and is being sold (Insider)
  • An Instagram test gave a glimpse of a world without public ‘like’ counts and some influencers say it would be better for the business and their mental health (Insider)
  • Auto giant Stellantis is seeking a new ad agency to handle its $2 billion global advertising business (Insider)
  • A cofounder of Bleacher Report on selling his startup at age 28: ‘Your startup is not your baby — it’s OK to let go’ (Insider)
  • PR firm Bevel hired a Goldman Sachs alum to cash in on the SPAC craze and win market share from financial communications heavyweights (Insider)
  • Sports streamer DAZN taps Disney veteran Kevin Mayer as chairman (The Wall Street Journal)
  • Twitter tests new e-commerce features for tweets (TechCrunch)

Thanks for reading and see you tomorrow! You can reach me in the meantime at [email protected] and subscribe to this daily email here.

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