If you give an advertiser a cookie, Google is actually taking it away. Sorry!

Plan for these Moments

Google phases out cookies 
Last week, Google launched a limited test to limit cookies for 1% of Chrome users, with plans to completely eliminate cookies by the end of 2024.

This is one of the biggest shifts in online advertising since the industry has been around, but it’s not breaking news or a reason to panic about future plans—as long as you have a plan in place.

In an effective paid media program, cookies should only be one tool in your targeting toolbox. Smart programs will leverage high-quality data sources that you control, along with other targeting options that create a comprehensive waterfall approach. First-party data, contextual targeting, and targeted broadcast are a few areas we’ve been investing in to prepare for this shift and keep clients on track.

Have questions about what this change means for your advertising programs? Reach out to info@assembletheagency.com.

Reviewing the Trends

Me without ___, me with ___
What’s life without your other half? Whether it’s a bestie or a boyfriend, the most important relationships in our lives add something to our lives. Now, you can highlight what that “something” is with this TikTok trend.

TikTokers are using the photo carousel feature to execute this trend, first showing a solo shot (sometimes looking upset or in disarray) and a caption saying “Me without ____”. The second slide will be another photo, typically with an additional person, representing whatever the poster was “without” before meeting them.

Is it worth weighing in? Yes. This trend is great for public figures looking to connect to people but fit an organization’s message as well. “Me without voting rights/Me with voting rights” paired with a photo of someone looking sad, a photo of someone voting by mail, and a caption about why expanding VBM programs is important is one example of how this trend can be adapted to fit different goals.

While videos remain TikTok’s bread-and-butter, the popularity of photo features continues to grow. This trend gives an opportunity to try out photo carousels and see if those posts perform differently than videos you may have shared before.

What we Shared

Still don’t know what exactly a caucus is? Your secret is safe with us, but it’s not too late to brush up on the basics before Monday.

The Super Bowl is officially less than a month away. AdWeek is tracking announcements, teasers, and trailers leading up to the big event.

Teenage girls are terrorizing Sephora. Or is that just what social media wants you to think?

Enjoy the Digital Digest? Share it with a friend. If you have questions or feedback, reply to this email or reach out to digest@assembletheagency.com.

← Back to all Digital Digests