Advertisers prepare for Apple's changes

Good morning and welcome to Insider Advertising for March 5. I'm senior advertising reporter Lauren Johnson, and here's what's going on:

First, our reporter Ashley Rodriguez is hosting an hour-long chat with execs from Molson Coors, Roku, and UTA Marketing about the future of advertising-supported TV on March 10. Register for the event here.

• Advertisers prep for Apple.
• The Wall Street Journal pushes SEO-driven stories.
• Top boutique PR firms.

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Tips, comments, suggestions? Drop me a line at LJohnson@insider.com or on Twitter at @LaurenJohnson.

'It's our Y2K': Advertisers are freaking out that Apple's privacy changes will make it harder to tell if their ads are working

• Tanya Dua spoke with advertisers about how Apple's imminent privacy changes will upend app advertising.
• Apple's changes could especially impact direct-to-consumer advertisers' ability to measure their advertising.
• Many expect brands to go back to old-school advertising techniques like geo matched-market testing.

Read the story.

The Wall Street Journal is revamping its digital strategy to get more traffic - and it's creating tension among some reporters

• Steven Perlberg reports that the Journal has pushed its staffers to produce more SEO-driven content to lure in new readers.
• Louise Story, chief news strategist and chief product and tech officer, is leading the effort.
• Some staffers have pushed back about having to write more about trending topics.

Read the story.

Top 18 boutique PR firms that are winning big clients like Lancôme, Walmart, and T-Mobile

• Boutique firms with 25 or fewer employees and annual revenue below $10 million form the backbone of the PR industry.
• For clients, boutiques can offer low costs and senior-level attention.
• Insider identified 18 top boutique PR firms across categories, including finance, tech, and luxury.

Read the story.

More stories we're reading:

• Jay-Z is joining mobile payment giant Square after it acquires Tidal for $300 million - here's what the superstar musician will do in his new leadership role (Insider)
• SPACs are taking over the stock market. Here's an easy guide to the journey they take from start to finish. (Insider)
• Amazon names a new fashion boss as Christine Beauchamp moves to bigger role amid largest executive reshuffling in history (Insider)
• Remaining Condé Nast perks dry up as budgets stretched 'globally' (WWD)
• WarnerMedia CEO on HBO Max's upcoming ad-supported option: 'Most people…are not wealthy' (The Wrap)
• The Trade Desk stock drops 20% in two days after Google clarifies ad-tracking policy (CNBC)

Thanks for reading and see you on Monday! You can reach me in the meantime at LJohnson@insider.com and subscribe to this daily email here.