Fragmented frontiers: Here is a look at the ad industry’s post-tracking tribes

Fragmented frontiers: Here is a look at the ad industry’s post-tracking tribes

Marketers are in the same place they were when Google first said it would eliminate third-party cookies back in 2020: still divided and uncertain about the best path forward.

Additional coverage:

• While brands and retailers still see Google as an important part of their marketing strategy during the holidays and throughout the rest of the year, it's possible that Google's value to marketers has already peaked.
• Finding up-and-coming talent to partner with as well as trend spotting has long been crucial for marketers and agency execs who want their brands to be a part of culture in a way that keeps them relevant with young audiences. More in this Digiday+ Marketing Briefing.
• Airbnb is moving back up the marketing funnel, cranking out bigger, bolder campaigns to better own its brand narrative. Global head of marketing Hiroki Asai joined this week's episode of the Digiday Podcast.
• ICYMI the kickoff of our latest special report: Digiday’s History of Ad Tech: In the beginning …
• And listen to the corresponding podcast: Digiday’s Oral History of Ad Tech podcast, episode 1, with Brian O’Kelley