Monthly Brandtech Blend – June-July 2021

Home Blends & Trends 23 July 2021

What happened recently in the Brandtech ecosystem? If you need to get back on track with the latest news shaping the data marketing industry, you’re in the right place!

Google is delaying the blocking of third-party cookies on Chrome until 2023 while Amazon blocks the web giant’s FLoC tracking feature; Apple’s App Tracking Transparency could mean opportunities for advertisers; tech giants are focusing on the healthtech industry; and Spotify is trying hard to remain the audio leader in tech.

Google delays third-party cookie blocking on Chrome until 2023

Initially announced for early 2022, Google has postponed the end of third-party cookies on Chrome until mid-2023. The giant has confirmed that its Privacy Sandbox is an improvement, but needs more time to ensure that it works properly. Lack of time isn’t the only reason for the delay: major players like WordPress or Amazon are refusing to support Google’s solution though Google needs their collaboration on areas like performance measurement and ad targeting – not to mention interventions by authorities such as the European Commission or the CMA in the UK. 

From an ad tech industry perspective – and considering that solutions to date have been no match for cookies – this delay is good news, allowing more time to develop more efficient solutions and letting publishers adapt to them.

Read more in The Verge and Digiday.

Amazon is blocking Google’s FLoC… and it’s not without consequences

Amazon seems to be determined not to be stepped on by Google’s rather controversial cookieless tracking and targeting method, FLoC (Federated Learning of Cohorts), part of its Privacy Sandbox. Amazon is preventing Google from gathering data on user journeys and product search patterns on its vast marketplace. 

Although Google claims that FLoC is intended to protect user privacy , Amazon first wants to protect its intellectual property: its data. Because Amazon’s data is so extensive, it is extremely valuable – especially to Google as it tests and improves FLoC. The blocking also gives Amazon a competitive advantage, as it plans to launch an identifier for tracking and measuring ads via its demand-side platform ( DSP). 

Read more in Digiday.

Will Apple’s App Tracking Transparency unveil new opportunities for online advertising?

How has Apple’s ATT been received since its implementation on April 26? Advertisers have seen the first effects of this new feature and have formed opinions on the impact it will have on the advertising market. While the figures differ depending on research firms, the conclusion is clear: the acceptance rate is falling, strongly impacting targeting on iOS devices and thereby the advertising revenues. This is just the latest problem for the industry, where mobile is particularly affected. But this upheaval will require advertisers to rethink the way they advertise, opening the door to new opportunities just waiting to be exploited.

Read more in The Drum and Digiday.

Healthcare: a new major focus for tech giants?

Apple recently announced that it wants to launch Apple Doctors, a healthcare service. This is an important announcement, and a major shift from Apple’s main activity sector. The company first wanted to make Apple clinics available to its employees, local to office campuses. The clinics would use applications and products created by Apple engineers – in other words, Apple seemed to be betting on itself to develop this new project. Unfortunately, the project hasn’t seemed to take off with employees. One thing to remember is that the American giant is not the first to enter the health sector, as Amazon already offers health programs for its employees. Could healthcare be the new golden goose of tech giants?

Read more in Fast Company.

Clubhouse takes another hit with the arrival of Greenroom, Spotify’s new audio platform

The success of the Clubhouse app had amplified tech giants’ infatuation with the audio sector. Shortly after Clubhouse’s arrival on the scene, Twitter launched Space and Facebook launched Live Audio Rooms, a feature dedicated to podcasts.

Now it’s Spotify’s turn. Its new platform, Greenroom, offers online discussions and has quickly distinguished itself from the competition by its ability to record discussions and turn them into podcasts, which will then be available on Spotify. A wise choice on the part of the Swedish group, which should be able to leverage its leading position in the audio sector.

Read more in TechCrunch.

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