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<ul class="summary-list"><li><keyword id="6355629" type="DEFINITION" weightage="60" keywordseo="google">Google</keyword> said Thursday it's pushing back its plan to kill off third-party tracking <keyword id="118638" type="PERSON" weightage="60" keywordseo="Cookies">cookies</keyword> in Chrome.</li><li>It now expects to phase out cookies and replace them with tech from its <keyword id="8015369" type="UNKNOWN" weightage="60" keywordseo="Privacy-Sandbox">Privacy Sandbox</keyword> by 2023.</li><li>The delay comes after Google pledged to give oversight of the cookie changes to the UK's antitrust watchdog.</li></ul>Google said Thursday it intends to delay by more than a year its <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?utm_campaign=sf-bi-main&amp;utm_medium=social&amp;utm_source=facebook.com&amp;fbclid=IwAR2BhgNs9mvecuJE9g3TXUwfdTJ1OeF3P9T8lncxY-39Z032jbaZKiOSbUM&amp;r=US&amp;IR=TUM&amp;r=US&amp;IR=T">plan to kill off third-party cookies within its Chrome</a> browser, a move likely to be well-received by the online ad industry, <a href="https://www.businessinsider.com/advertisers-are-panicking-over-googles-plan-to-ditch-cookies-2020-2">which has been scrambling to shift to alternative technologies</a>.Writing in <a href="https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/">a blog post</a>, Google <keyword id="6355135" type="UNKNOWN" weightage="60" keywordseo="Privacy">Privacy</keyword> Engineering Director Vinay Goel set out a new timeline for Chrome's cookie phase out and deployment of alternative technologies as part of its "Privacy Sandbox" initiative, which it now expects to complete by late 2023."While there's considerable progress with this initiative, it's become clear that more time is needed across the ecosystem to get this right," the blog post said.Google has now set out an extended timeline for the changes. Stage one is expected to start in late 2022, during which time publishers, advertisers, and adtech vendors can migrate their services to work with new cookieless technologies. The next stage is the cookie phase out, expected to start in mid 2023 and finish later that year.Google first announced its intentions to kill off the tracking cookies, which advertisers use to track users around the web and target them with ads, <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?utm_campaign=sf-bi-main&amp;utm_medium=social&amp;utm_source=facebook.com&amp;fbclid=IwAR2BhgNs9mvecuJE9g3TXUwfdTJ1OeF3P9T8lncxY-39Z032jbaZKiOSbUM&amp;r=US&amp;IR=TUM&amp;r=US&amp;IR=T">in January last year</a>. The company said the plan, which originally had a "two-year" deadline, was to replace third-party cookies with more privacy conscious technologies.Since then, Google and other online ad industry players have been <a href="https://www.businessinsider.com/google-chrome-engineering-director-justin-schuh-privacy-sandbox-2021-2">experimenting with new APIs</a>, or application programming interfaces, designed to prevent the tracking of individual users while still allowing advertisers to target clusters of people by their interests and measure the effectiveness of their campaigns.Google said Thursday that the Chrome team and other companies have suggested more than 30 proposals for new privacy-focused ad technologies in areas including ad measurement, targeting, and fraud detection. Of those proposals, four are in the "origin trial" stage, Google said, allowing other developers to experiment with the new features.Chrome's cookie plans and Privacy Sandbox experiments have sparked <a href="https://www.businessinsider.com/google-chrome-engineering-director-justin-schuh-privacy-sandbox-2021-2">frenzied debates in the online ad industry</a> and among the privacy community, with some experts speculating the moves could <a href="https://www.businessinsider.com/googles-no-tracking-promise-not-about-privacy-2021-3">serve to cement Google's advertising dominance</a>. Chrome is by far the most-popular global web browser, cornering two-thirds of the market, while Google also continues to maintain its lead in the online ad space. EMarketer estimates Google will take a <a href="https://www.emarketer.com/content/duopoly-still-rules-global-digital-ad-market-alibaba-amazon-on-prowl">28.6% share of worldwide digital ad spending this year</a>.Google's moves have also caught the eyes of global regulators. Earlier this month, <a href="https://www.businessinsider.com/google-offers-uk-oversight-chrome-third-party-cookie-plans-2021-6">Google said it would give the UK's Competition and Markets Authority oversight of its plans</a> to roll out technologies from the Privacy Sandbox, including offering the watchdog a 60-day "standstill period" before it introduces any changes.Google also pledged to limit how it will use and combine individual user data for digital ad purposes and said it will not discriminate against rivals in favor of its own ad products when implementing cookie alternatives. The commitments were offered in response to an <a href="https://www.gov.uk/government/news/cma-to-investigate-google-s-privacy-sandbox-browser-changes">investigation</a> the CMA launched into the Privacy Sandbox in January.Earlier this week, the <a href="https://www.businessinsider.com/google-eu-antitrust-investigation-ad-business-2021-6">European Union opened an antitrust probe into Google's advertising practices</a>, including the company's plans to phase out cookies in Chrome.Simon Andrews, founder of mobile marketing consultancy Addictive, said while a large portion of online ad businesses mistrusts Google, the industry needs to reach a consensus around building new privacy-focused solutions that are usable for all the players across the sector."Like it or not, we need Google to come up with something that the industry can get behind because if they don't, nobody else will, and there will be a Balkanization of everything," he said.

Google is delaying its plan to kill third-party cookies in Chrome until 2023

Privacy-focused <keyword id="9528643" type="UNKNOWN" weightage="20" keywordseo="search-engine-duckduckgo">search engine DuckDuckGo</keyword> has slammed the new ad tracking method by <keyword id="6355629" type="COMPANY" weightage="20" keywordseo="google">Google</keyword>, saying it is bad for <keyword id="6355135" type="UNKNOWN" weightage="20" keywordseo="Privacy">privacy</keyword> and puts the users in a group based on their browsing history, and any website can get that group ID to target and fingerprint them. Google has announced <keyword id="11076573" type="LOCATION" weightage="20" keywordseo="floc">FLoC</keyword> (Federated Learning of Cohorts) technology to provide a more privacy-focused way to track users and serve ads to them. The company will put FLoC in Chrome and automatically turned it on for millions of users. According to its rival DuckDuckGo that has surpassed 100 million daily search queries, if you're a <keyword id="182214" type="COMPANY" weightage="20" keywordseo="Google-Chrome">Google Chrome</keyword> user, you might be surprised to learn that you could have been entered automatically into Google's new tracking method. "It groups you based on your interests and demographics, derived from your browsing history, to enable creepy advertising and other content targeting without third-party cookies," the company said in a statement on Friday. "After a short trial period, Google decided not to make this new tracking method a user choice and instead started automatically including millions in the scheme. If you're reading this in Chrome while logged in to a Google account, yes, that likely means you too, and if not now, then eventually," DuckDuckGo claimed. It then urged people to block FLoC's tracking and protect their privacy. "Don't use Google Chrome! Right now FLoC is only in Google Chrome, and no other browser vendor has expressed an intention or even interest to implement it. There are various browsers that are free to download, and we recommend some in our guide to Google alternatives," it argued. "On iOS or <keyword id="6355645" type="PERSON" weightage="20" keywordseo="Android">Android</keyword> we suggest you use our own mobile browser, which offers best-in-class privacy protection by default when searching and browsing". The company said that in response to Google automatically turning on FLoC, it has enhanced the tracker blocking in its own Chrome extension to block FLoC interactions on websites. "This is directly in line with the single purpose of our extension of protecting your privacy holistically as you use your browser. It's privacy, simplified," said DuckDuckGo. The company is waiting for Google to approve its updated Chrome extension, and the update should appear in the Chrome Web Store soon. "Don't sync your history data with Chrome, or create a sync passphrase; In Google Activity Controls, disable "Web &amp; App Activity" or "Include Chrome history and activity from sites, apps, and devices that use Google services," it advised. The company said that while Google isn't phasing out third-party cookies in Chrome until at least 2023, FLoC is already live today in 2021. Websites can also take steps to protect the privacy of their users by opting out of FLoC, which would be applicable to all their visitors. Launched in 2008, DuckDuckGo's search engine is far behind Google but the latest controversies around user data privacy has helped it gain momentum like Telegram and Signal. DuckDuckGo has been selected as the default search engine in the highly-secure chat platform Tor Browser, and is often the default search engine in the private browsing modes of several other browsers. The average number of searches on Google per day reaches close to 50 million, while Google processes more than 3.5 billion search queries a day. SEE ALSO: <a href="https://www.businessinsider.in/tech/mobile/news/nokia-x20-specifications-nokia-new-phones-price-in-india/articleshow/81981039.cms">Six new Nokia smartphones announced – price, specifications and availability details you should know</a> <a href="https://www.businessinsider.in/business/startups/news/founders-take-note-heres-why-most-startups-fail/articleshow/81981138.cms">Founders, take note: here’s why most startups fail</a> <a href="https://www.businessinsider.in/tech/apps/news/google-phone-app-now-lets-you-record-calls-automatically-from-unknown-numbers/articleshow/81982791.cms">Google Phone app now lets you record calls automatically from unknown numbers</a> <a href="https://www.businessinsider.in/business/startups/news/adar-poonawalla-serum-institute-of-india-has-bought-stake-policybazaar/articleshow/81985425.cms">Serum Institute of India buys into IPO-bound insurance unicorn PolicyBazaar, as True North sells part stake in secondary sale</a>

DuckDuckGo asks people to block Google's new tracking method

<ul class="summary-list"><li><keyword id="6355629" type="DEFINITION" weightage="60" keywordseo="google">Google</keyword> made a big announcement this week, saying it will stop tracking individuals round the web.</li><li>Insider spoke to <keyword id="6355135" type="UNKNOWN" weightage="60" keywordseo="Privacy">privacy</keyword> experts who said the move falls short of fully protecting privacy.</li><li>Experts also said it could be a cynical business ploy by Google to get good PR and cement its ad dominance.</li></ul>Google made a big announcement on Wednesday - it's <a href="https://www.businessinsider.com/google-to-stop-tracking-individuals-web-browsing-precision-ad-targeting-2021-3">going to stop following people round the web</a>. Sort of.The tech giant said in a blog post that it will be moving away from technologies that track individual people round the web.This followed a similarly privacy-minded announcement in January, when Google promised to <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?r=ah-sub">phase out third-party cookies</a> - which also help advertisers target people with ads - by 2022."Today, we're making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products," Google director David Temkin wrote in the blog post. In its blog Google touted a new ad system that gives individuals anonymity online by grouping them together with people who share similar interests, called Federated Learning of Cohorts (FLoC).FLoC is part collection of proposed new <keyword id="35666" type="COMPANY" weightage="60" keywordseo="advertising">advertising</keyword> tools that Google has bundled together in what it calls its "Privacy Sandbox."For advertisers that means that while their ads won't be targeted at specific individuals, they'll be able to target broad sets of people with specific interests.On the face of it, this is a big deal. Most internet users know that the way Google makes money is by tracking much of what you do online, then using that information to target ads at you, often to creepy effect.But six experts Insider spoke to voiced varying levels of skepticism over how much the changes will actually protect people's privacy online.Some even viewed it as a clever ploy by Google to further entrench its advertising empire.<h2>A PR move that could simultaneously make Google more dominant</h2>Many of the experts Insider spoke to felt the announcement was a way for Google to try and placate users who no longer trust Big Tech companies with their data."My feeling is that Google understands that the writing is on the wall for third-party tracking - the public is becoming more critical of targeted advertising - so it's smart to announce a phaseout," said Dr. Nakeema Stefflbauer, a tech policy consultant and expert.In Google's blog post it cited a Pew Research poll that said 72% people feel that almost all of what they do online is being tracked by advertisers."It's difficult not to conclude that, bearing in mind Google's business model is based around using users data, that Google have seen the polls and realized users are losing faith in them, and so this move may be enough to assuage that loss of confidence," said Professor Alan Woodward, a computer scientist at the University of Surrey.The benefits of shifting to FLoC go beyond good PR - some experts believe its a tactical ploy to further cement Google's dominance in the <keyword id="155791" type="PERSON" weightage="60" keywordseo="digital-ads">digital ads</keyword> market."Google will come off as being progressive and ahead of privacy regulations to governments, and to advertisers, it is a call to jump ship from other networks to Google's own alternative framework [FLoC]," said Prof. Sastry.Eliot Bendinelli, a researcher at Privacy International, thinks that by cementing its advertising dominance Google could pose a bigger privacy threat to users further down the road."Google is using raising privacy concerns and increased regulatory attention as marketing arguments to justify changes that might reinforce its dominant position. The reality is that with the Privacy Sandbox, Google is developing and forcing onto users and competitors a new set of tools that strengthen its dominant position on the market," said Bendinelli.Prof. Sastry also said that Google's control of Chrome could give it a "stranglehold over internet advertising."This is because the change will mean third-parties - like Facebook and companies that sell digital ads who aren't Google - won't be able to track people round the web using cookies.Google however will still have lots of data about people it can glean directly and use to track them because of its suite of first-party products, like Gmail and Google Maps.Bendinelli added that the wealth of data Google gleans from its first-party apps means it won't be out in the cold when it comes to user data."Google is in an absolutely dominant position here given the prominence of its services like Gmail, Youtube or Google Maps. This change won't affect the advertising giant in the same way it will affects its competitors given that millions of users are logged in a Google account when using these services, allowing Google to track and target them at its will," he said.<h2>Google is shifting from targeting individuals to profiling large sets of people - which comes with its own dangers</h2>In its blog, Google FLoC is good for privacy because it can "hide individuals within large crowds of people with common interests."But although Google is holding FLoC up as a way to make itself look privacy-conscious, it could lead the company into another PR nightmare surrounding AI ethics.Dr. Kutoma Wakunuma of DeMontfort University said one of the disadvantages of technology like FLoC is it can encourage "social sorting," i.e. breaking people down into groups like race, gender and ethnicity likes and dislikes. She said this can open up a "whole host of other challenges.""The thing to focus on is not the 'hiding' but 'the crowd' - it takes a lot of machine learning to make these cohorts accurate as groups of 'people like you,'" Professor Eerke Boiten of DeMontfort University told Insider."In that context, it is relevant that Google has just got rid of some of their key people who were working to keep machine learning honest and fair," he said, referencing Google's firing of <a href="https://www.businessinsider.com/timnit-gebru-google-firing-ai-researcher-employee-rebellion-jeff-dean-2020-12"> AI ethics researcher Dr. Timnit Gebru</a> in December, a move that sparked an intense internal and industry backlash. In February it <a href="https://www.businessinsider.com/google-fires-ai-ethics-researcher-margaret-mitchell-2021-2">fired a second AI ethicist, Margaret Mitchell</a>.<h2>It will help strengthen privacy, but it's too little too late</h2>Professor Nishanth Sastry, who specializes in tracking technologies online at the University of Surrey, said new technologies other than cookies have emerged for tracking people, used by other big firms like Facebook."Even if Google does not offer alternate ways of tracking users through its products, it will do little to prevent Facebook pixels," he said.Dr. Wakunuma said while the announcement was welcome, Google needs to do more to protect user data. She added that Google is already behind the curve when it comes to blocking cookies."Google in a sense is merely playing catch-up with likes of Safari and Firefox browsers which have long since stopped using third party cookies," she said.

Google says it won't stalk you across the web with cookies. Experts think it's a clever ploy to consolidate its ads empire.

Hi and welcome to Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> for June 11. I'm senior advertising reporter Lauren Johnson, and here's what's going on:Programming note: This is the last daily edition of the <keyword id="621414" type="PERSON" weightage="60" keywordseo="Newsletter">newsletter</keyword>. Thank you for reading! We'll be taking a break for the next few weeks, but we'll be back in inboxes in July - as a weekly newsletter from our colleague<a href="https://www.businessinsider.com/author/lara-oreilly" target="_blank" rel="noopener noreferrer"> Lara O'Reilly.</a> See you then. <ul><li><a href="https://www.businessinsider.com/youtube-monetization-change-may-push-creators-brands-to-new-platforms-2021-6">YouTube ad backlash.</a></li><li><a href="https://www.businessinsider.com/lawyer-damien-geradin-explains-impact-google-france-antitrust-case-2021-6">The antitrust lawyer fighting Google.</a></li><li><a href="https://www.businessinsider.com/mcdonalds-top-pr-exec-david-tovar-to-depart-company-2021-6">Top McDonald's PR exec leaves.</a></li></ul>Tips, comments, suggestions? Drop me a line at <a href="mailto:ljohnson@insider.com">LJohnson@insider.com </a>or on Twitter at <a href="https://twitter.com/LaurenJohnson">@LaurenJohnson.</a><h3><a href="https://www.businessinsider.com/youtube-monetization-change-may-push-creators-brands-to-new-platforms-2021-6"></a></h3><h3><a href="https://www.businessinsider.com/youtube-monetization-change-may-push-creators-brands-to-new-platforms-2021-6">YouTube's new plan to put ads on all videos is getting backlash from advertisers who say it could put brands at risk</a></h3><ul><li><a href="https://www.businessinsider.com/youtube-monetization-change-may-push-creators-brands-to-new-platforms-2021-6">YouTube's new policy that lets ads run on non-Partner Program videos just took effect.</a></li><li>Ad buyers told Patrick Coffee that the change poses risks for brands that won't know if videos are suitable for them.</li><li>They predicted some advertisers and small creators who don't get ad revenue will change platforms.</li></ul><h3><a href="https://twitter.com/LaurenJohnson"></a><a href="https://www.businessinsider.com/youtube-monetization-change-may-push-creators-brands-to-new-platforms-2021-6">Read the story.</a></h3><h1><a href="https://www.businessinsider.com/lawyer-damien-geradin-explains-impact-google-france-antitrust-case-2021-6"><div type="image" title="Damien Geradin" height="854" width="1138" msid="83421794" hostid="261"></div></a></h1><h3><a href="https://www.businessinsider.com/lawyer-damien-geradin-explains-impact-google-france-antitrust-case-2021-6">The lawyer who helped get Google fined $270 million in an adtech antitrust probe in France explains why the case matters globally</a></h3><ul><li><a href="https://www.businessinsider.com/lawyer-damien-geradin-explains-impact-google-france-antitrust-case-2021-6">Google agreed to pay nearly $270 million to settle a French antitrust case alleging it abused its online ad market dominance.</a></li><li>Google also said it would make changes to its adtech, some of which will roll out globally.</li><li>Lawyer Damien Geradin, who filed the French complaint, talked to Lara O'Reilly about why the case would have a global impact.</li></ul><h3><a href="https://www.businessinsider.com/lawyer-damien-geradin-explains-impact-google-france-antitrust-case-2021-6">Read the story.</a></h3><h3><a href="https://www.businessinsider.com/mcdonalds-top-pr-exec-david-tovar-to-depart-company-2021-6"><div type="image" title="McDonald's." height="800" width="1066" msid="83421795" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/mcdonalds-top-pr-exec-david-tovar-to-depart-company-2021-6">A top McDonald's PR exec is leaving after 'two of the most challenging years' of the fast-food giant's history</a> </h3><ul><li><a href="https://www.businessinsider.com/mcdonalds-top-pr-exec-david-tovar-to-depart-company-2021-6">David Tovar, the head of McDonald's US communications team, is leaving the fast-food giant, Kate Taylor reported.</a></li><li>McDonald's US president said Tovar was key in "two of the most challenging years of our business."</li><li>Tovar told Insider he is "taking some time off to recharge the batteries" before starting a new job.</li></ul><h3><a href="https://www.businessinsider.com/mcdonalds-top-pr-exec-david-tovar-to-depart-company-2021-6">Read the story.</a></h3><h3>Other stories we're reading:</h3><ul><li><a href="https://www.businessinsider.com/netflix-launched-an-e-commerce-site-selling-show-inspired-merch-2021-6">Netflix is launching an e-commerce site to sell show-related merchandise like anime hoodies and $60 'Lupin' throw pillows</a> (Insider)</li><li><a href="https://www.businessinsider.com/subway-founder-ceo-fred-deluca-inside-story-2021-6">Subway cofounder Fred DeLuca ruled the company like a demigod and pursued wives of franchisees. How one man sent the world's biggest fast-food chain into a tailspin.</a> (Insider)</li><li><a href="https://www.businessinsider.com/jake-paul-boxing-virtually-in-nft-universe-wilder-world-youtube-2021-6">When YouTuber Jake Paul fights on an NFT site called Wilder World, he'll prove that NFTs are here to change the entertainment industry</a> (Insider)</li><li><a href="https://www.theinformation.com/articles/buzzfeed-to-raise-200-million-in-bonds-as-spac-deal-nears?shared=063aceba289ca42a">BuzzFeed to raise $200 million in bonds as SPAC deal nears</a> (The Information)</li><li><a href="https://digiday.com/marketing/as-ad-tech-firms-test-ways-to-connect-googles-floc-to-other-data-privacy-watchers-see-fears-coming-true/">As ad tech firms test ways to connect Google's FLoC to other data, privacy watchers see fears coming true</a> (Digiday)</li></ul>

YouTube faces more brand-safety backlash from advertisers

<ul><li>As per the GroupM futures report ‘This Year, Next Year’ (TYNY) 2022, the ad spends are estimated to reach 107,987crs in 2022. </li><li>This represents the estimated growth of 22% for the calendar year 2022. </li><li>India to be the fastest-growing market among the top 10 global markets and retains its 9th rank in 2022.</li></ul>1. Shifts in organization structure &amp; work cultures open up new opportunities The pandemic has fundamentally altered ways of working across industries. We set up a quarterly “new Normal Tracker” in 2020, to understand shifts in consumer habits and behaviour. This tracker identifies the “desire for flexibility” as the primary reason for people to shift jobs. This has resulted in a huge rise in the gig economy, which is slated to grow at a CAGR of over 17% for the next 3 years. This is increasingly common across service industries, including media and advertising. Content creation as a vocation will move towards Decentralized Autonomous Organizations (DAOs). Even if their craft involves the physical world (production, shoots, etc) the next generation of content professionals are likely to find the work culture of DAOs more appealing. Today DAOs are able to hire, collaborate with creators and also pay them entirely within the metaverse. The advent of 5G will further power this trend. This could translate to shifts in business models, with fluid, specialist team structures, measurement- based entirely on outcomes and a revamp of remuneration and recognition models. 2. Consumer sensitivity &amp; sustainability impact brand marketing While the global trend towards sustainability and inclusiveness started a few years ago, this trend has gained tremendous traction in India over the past 18 months. Our “new Normal Tracker” throws up some very interesting insights:<ul><li> Sustainability is a stronger driver than ever before - the Q4 2021 tracker has over 80% respondents agreeing to the statement “I am more aware of the impact my actions have on the environment” – up from 73% in Q4 2020</li><li>81% agreed that the progress being made on gender equality was a “Source of Happiness”</li><li> 78% felt that media platforms &amp; content should be more inclusive of underrepresented communities (LGBTQIA, differently-abled, etc.) and 84% felt that brands need to do more to make their products more accessible to the differently-abled communities</li><li>We have also seen a marked rise in interest and conversation around Plant-based proteins, electric vehicles and a more sustainable lifestyle overall</li></ul> This has translated to brands and marketers placing a great deal of focus on sustainability &amp; inclusion – be it in terms of Carbon credits, recycling, use of ethically sourced ingredients and supporting inclusivity through actions and messaging This has implications for media as well, with a focus on sustainable or Carbon-neutral media plans. We will see increased use of Carbon Calculators which identify the elements of a media plan where carbon needs to be offset. This is in line with shifts we have already seen in markets like the US and UK and will involve strong partnerships between agencies &amp; media owners to drive this. Inclusivity and sensitivity will also play a stronger role in the choice of media platforms and influencers going forward 3. The next generation of digital experience will be driven by decentralization The Web3.0, Metaverse and NFTs are all making headlines with pundits and promoters using these terms to communicate visions of a decentralized and virtual-first future. Fundamentally, these emerging technologies are harbingers of a developing cultural shift that may unfold over the next decade as a generation of consumers who live primarily in virtual worlds comes of age. Web 3.0 is the next stage of the web evolution that would make the internet more intelligent or process information with near-human-like intelligence. In Web 3.0 - users won’t distinguish between physical &amp; digital experiences. They will expect work, friends, goods, and experiences to be connected virtually. This interconnected, live, persistent virtual world is also popularly known as the Metaverse. Brands would start leveraging this virtual world as well as components powering the virtual worlds to build brand experience &amp; assets, drive the consumer to connect, associate with the cause, build loyalty, own a moment or drive real or virtual sales. The new virtual world will also come with its own challenges and learning curves for the ecosystem. We helped three of our brands to participate recently in the first Metaverse wedding and integrate brand experience and narrative. 4. Privacy-first leveraging of data to build stronger consumer connections On January 25, the Google Chrome team announced that they were replacing the FLoC Privacy- Preserving API proposal with a new “Topics” API proposal, which presents an updated approach to supporting interest-based advertising via the Chrome Browser. Google’s pivot from FLoC to Topics indicates a key shift in Chrome's approach to enhancing their privacy-preserving advertising solutions. We believe in a future of multiple privacy-preserving solutions that help create a more responsible advertising ecosystem, including Chrome’s Privacy new initiative – there’s no single solution to manage Cookie deprecation. We have spoken about the importance of first-party data earlier. Marketers have already dialled up focus on first-party data and we see broad-based use cases emerging out of first-party data. The role of panel-based data will grow as it will bring unique and differentiated signals to the mix. Finally, the way the data comes together is evolving in terms of technology and techniques used to combine various signals. We are strengthening our capability in this space and Choreograph will play a significant role in our journey. 5. Commerce becomes all-pervasive, powered by persuasion Across town class &amp; cohorts, powered by KOLs, Content, influencer &amp; Social. We all know about the moment of truth when the consumer encounters the product. But the zero moment of truth today is when he / she encounters the brand experience first through creator / influencer content across platforms. This is actually as much a Tier II &amp; III phenomenon as it is Tier I, as the creator ecosystem from small towns have gained exponential traction. And this phenomenon is driven by three important forces – one is the brand-led focus, driven by the D2C initiatives that brands are undertaking. Second is the community-led commerce which is driven by group buying models that are growing at a great clip and finally, the KOL-led social commerce models which include creator-led content to commerce. Hence overall, commerce as a component of content will become more integral and not just an exception anymore. 6. Transformation of the creator ecosystem Creators will be able to monetize their content directly through platforms like Substack and podcast subscriptions – something that platforms like Spotify are piloting successfully globally. What this will do is to decrease the dependence of the creator on algorithmic advertising models and help them with sustenance even before they hit scale. This subscription based model is a big change from the YouTuber era of advertising based revenue models for creators. In the coming days both these models will grow simultaneously and with synergies. 7. Boom-time for sports business in India 2022 is expected to create history in the Indian sports media rights landscape. IPLs media rights are expected to be announced followed by ICC and BCCIs home series. Improved mobile internet infrastructure and increased consumption of OTT platforms has made this sector extremely competitive and hence also on the driver’s seat for these media rights. Today live sports remain unique and most sort after considering its promise of appointment viewing and sustained audience interest. This has also caught attention of the global private equity players and you can now see the PE money coming into the world of sports in India. We have seen PEs investing in sporting teams, sport leagues and fan engagement initiatives and sports content. This is just the beginning, and we should watch this space very closely. This year esports debuts in the Asian Games, we will have our own India contingent competing and the international level which will keep the audience interest alive and adding to the current base. Last 2 years have seen a massive scale up in the world of gaming. Going forward gaming and esports will see increased investment and physical events will add flavour and excitement to viewer experience and overall product offering. What started in 2021 will continue taking shape in 2022 as well, the world speaks about NFTs, fan tokens and digital collectables passionately. Platforms and rights creators will continue testing different ownership models to determine the optimal balance of fuelling consumer demand and maintaining intellectual rights. There will definitely be a lot of moulding and remoulding but it is only going to make it exciting for brands and open newer avenues for consumer engagement. 8. Advanced Intelligence to counter digital fragmentation With the receding impact of cookies and rising data privacy laws; Advance Intelligence is the saviour in this digital marketing and advertising data explosion. Also, Humans are unable to process the huge amount of marketing and digital data points that are hitting them every second, in volume, variety and velocity. The use of AI and ML will lead to advance data processing capabilities bringing excellence in execution by automating, auditing, reporting and analyzing digital campaigns. Marketers will accelerate the use of the algorithms to find numerous permutations and combinations to deliver performance/ROAS. Customers demand relevance and resonance from the advertising they see. AI-ML will be used to predict personalization. Automated Content Recognition will be required to understand what content works for what audiences to what is trending in the marketplace on all types of public content. 9. Performance orientation powers the full funnel of marketing Performance marketing historically has been attributed to last-mile conversion and metrics. Marketers only focusing on the lower funnel and not appropriate weightage on top and middle funnel; have already seen the performance numbers drying up or not scaling. In 2022, many advertisers will move away from last-click/mile attribution models; and ensure that media money spend on Top and Middle funnel are accounted for performance on how its influences conversions or outcomes. Performance marketing will continue to hold its sway – to convert, conquest in-market audiences; but awareness and engagement spends will have to show the outcomes that lead to that performance. A full-funnel performance marketing approach is more than a campaign. It’s a combination of brand building and performance channels through interlinked teams, measurement systems and joint KPIs. Consumer journeys are not linear anymore, but funnels are. No two customers are the same. Shoppers can enter the funnel at any stage. Through the full-funnel approach, marketers can have one view of their customers – moving from the nascent digital adoption stage to an interconnected multi- moment one – where Life-times Value, Hyper localization, Hyper-Personalization, Federated learnings, New Customer Funnel can be improved. 10. Addressable TV becomes mainstream With Smart TV, TV Advertising will become smart. From smartphones to smart TV’s; the Indian market is seeing a massive shift in how households are replacing their living room colour tv box with internet- enabled Smart TV. Now it’s time for TV advertising to become smart. A sizeable NCCS A household has completely cut the chord, or swap between on-demand viewing and linear feed, hybrid viewing in the new normal. By end of 2022, we expect to have 12% of Indian TV households have a smart TV, truly connected to broadband and watching on-demand broadcast-quality content either freemium, avod or subscription- based. Marketers and Agencies will demand the best combinations of TV and Connected TV plans depending on the targeting. Connected TV advertising plays a big role in ad experience, where 1 or 2 ads are stitched in the steam, unlike Linear that has a longer ad break; which has the risk of losing viewers attention and engagement. Connected TV is the first step in making even linear TV feeds addressable. There is a huge impetus by distributor economy, middleware and tech companies to make linear TV addressable. With the success of Connected TV, broadcasters will have to embrace the tech that offers household targeting on linear feed too. 11. Evolution of offline media organizations with fluid content, formats and new business models The dramatic shift in media consumption behaviour with simultaneous use of multiple screens is leading to a rapid evolution of what used to be known as “Offline media” <ul><li>Growth in the OOH industry will largely be powered by Digital OOH, which is currently ~5% of all OOH but projected to grow to ~ 25% over the next few years. This is further accelerated by the rapid expansion in infrastructure – airports, metros, Tech parks, and the return to mobility.</li><li> Print networks will further leverage their core strength – high-quality content – by expanding their digital presence. Moving beyond web editions and apps, we will see more podcasts and usage of AR in delivering immersive content</li><li> Radio is also undergoing a major evolution with social integration, podcasts, and phygital events. </li></ul>We are also seeing a significant evolution in the business models with outcome-linked accountable deals – while this started with Print, it is now extending to all other offline media

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You Searched For "floc" and got 5 results

Google is delaying its plan to kill third-party cookies in Chrome until 2023

Lara O&apos;Reilly

DuckDuckGo asks people to block Google's new tracking method

IANS

Google says it won't stalk you across the web with cookies. Experts think it's a clever ploy to consolidate its ads empire.

Isobel Asher Hamilton

YouTube faces more brand-safety backlash from advertisers

Lauren Johnson

Top 11 trends that would shape the advertising industry in 2022: GroupM TYNY report

BI India Partner

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Buying Guides

Lara O'Reilly