Did Publishers Waste Time Playing in the Privacy Sandbox?
Publishers are relieved as Google pauses its plan to eliminate third-party cookies in Chrome, allowing them to continue ad targeting and revenue generation without immediate changes. However, the time spent testing Privacy Sandbox was not wasted according to Paul Bannister, chief strategy officer at Raptive, who believes investing in post-cookie technology is beneficial for publishers. Google’s decision provides a temporary reprieve while it rethinks its privacy strategy.
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TikTok’s Message to Advertisers: We’re Not Going Anywhere
At TikTok’s 2025 NewFronts presentation, executives reassured advertisers that the platform’s business will remain stable despite ongoing legal challenges. They emphasized TikTok’s cultural significance and introduced new ad products, including Sponsorship Solutions and updates to the Pulse Suite. Additionally, TikTok announced a new data center in Finland as part of its EU data privacy initiative, Project Clover.
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Snapchat Announces AI-Powered Ad Updates and Expanded Sponsored Snaps
At NewFronts 2025, Snapchat unveiled new ad tools, including AI-powered smart bidding and Smart Budget options to optimize campaign performance. Sponsored Snaps are expanding with new features like “First Snap” and creator-driven messages. Ads will now also run via auction. Additionally, Snapchat introduced a music promotion series, Under the Ghost, offering brand sponsorships. These updates aim to boost advertiser outcomes while enhancing user engagement across the app.
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Google Adds Retail Media Data to YouTube Ads, Beefing Up Pitch to Brands
At the 2025 NewFronts, Google announced a new retail media program for Display & Video 360, integrating commerce data from partners like Costco, Intuit, and Regal into YouTube campaigns. This move strengthens the link between retail media and connected TV, with YouTube now the top streaming platform by watch time. DV360 reaches 98% of U.S. CTV households and delivers 5 billion monthly hours of ad-supported content—40% more than The Trade Desk.
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Apple May Add AI Search Engines to Safari as Google Use Drops
Apple may redesign Safari to emphasize AI-powered search tools like ChatGPT and Perplexity, as user interest shifts away from traditional engines like Google. This follows testimony during Google’s antitrust trial, where Apple’s Eddy Cue revealed declining Safari searches and growing AI adoption. The shift comes amid scrutiny of Google’s $20 billion default search deal with Apple. If implemented, the changes could significantly impact the search engine landscape and digital marketing.
