Target leans into third-party online marketplace growth

Advertisers still rely on third-party cookies for programmatic, with retail becoming the largest programmatic buyer on the programmatic. Although Google plans to eliminate third-party cookies by the end of 2024 and fully implement the Privacy Sandbox, its targeting cookie alternative, the industry is far from prepared. Despite several setbacks, the industry continues to move forward. The larger programmatic spenders have shifted more investments to cookie alternative traffic to test and analyze performance before third-party cookies disappear.

A federal appellate court has revived a lawsuit by two Meta Platforms users who say they lost money after responding to fraudulent ads on Facebook. The ruling, issued last week by a three-judge panel of the 9th Circuit Court of Appeals, allows Oregon resident Christopher Calise and Nebraska resident Anastasia Groschen to attempt to prove that the company violated its terms of service by allegedly failing to police Facebook ads placed by third parties. The decision stems from a lawsuit brought by Calise and Groschen in 2021, when they accused the company of soliciting fraudulent ads from advertisers based in China.

As we prepare for the Holiday season and consider last-minute changes to our media spend, it’s essential to ask: Can print media be a digital champion? Overwhelmingly, the data tells us YES. Print campaigns are often perceived as more credible and trustworthy than digital ads. This trust translates into a stronger brand presence and higher engagement when audiences encounter the brand online. Print media also has a lasting presence; customers and prospects may keep the printed piece for weeks, providing ongoing brand exposure and serving as a reminder that drives people to engage with the brand digitally. Moreover, shoppers tend to spend more time with print media compared to digital ads, which are often skimmed or skipped. This higher engagement can lead to better recall and a stronger inclination to explore the brand online. Just think of our own shopping experiences around digital ad fatigue. Digital and Meta channels are saturated with ads, leading to ad fatigue. Print campaigns faces less competition, allowing your message to stand out and capture attention more effectively.