Google

Generative artificial intelligence has sparked emotions of hope, fear, and a little skepticism. The technology is able to take over a wide range of tasks previously seen as the domain of skilled professionals, and many feel that they need to adopt generative AI tools or be left behind. However, no technology is a silver bullet, and in order to properly utilize its potential, we need to understand what generative AI is and how it should be implemented into your workflow.

2023 has been a year of big changes for marketers. Artificial Intelligence tools like ChatGPT have transformed how many of us do our jobs, third-party cookies are on the cusp of being retired, and consumers have become more privacy-conscious than ever before. Despite the enormity of these changes, in many ways they’ve just set the scene for the big things to come in 2024. To understand what’s going on, we’ll briefly review MarTech trends in 2023, and then dive into the top MarTech trends in 2024.

In this media review, you can find out more about the latest Google announcements concerning the 3rd-party cookie phase out being postponed until 2024 [Note: In April 2024, it was further postponed until early 2025] and the tests expansion for the Privacy Sandbox for the Web, the news connected with Google’s Origin Trials and Topics API, as well as the reboot to the EU’s digital rulebook by the European parliament—DSA and DMA.

Six months ago, during IETF 111, Google engineers made it clear that they were approaching a new iteration of FLoC, which was related to site topics. Yesterday, they finally announced Topics API. The ad topics concept has also been explored by Meta engineers in their Ad Topic Hints proposal, which builds on user feedback to displayed ads. Also, the PAURAQUE proposal from NextRoll was proposed in such a way that users could define topics which are interesting for them and can be used for personalization.

In this Media Review, we describe Google’s announcement on the Single Origin Trial, Google’s Header Bidding, considerations about FLEDGE, and Tim Cook’s call for a federal data privacy law.

In this edition of the Cookieless Newsroom, we mostly covered regulatory news, with new updates on many players, including Google, Meta, and Apple.