Amazon is blocking Google's FLoC — and that could seriously weaken the fledgling tracking system

Amazon seems to be blocking Google's controversial cookieless tracking and targeting method called FLoC, according to code on most of Amazon’s properties. “This move is in direct correlation with Google’s attempt to provide an alternative to the third-party cookie,” said Amanda Martin, vp of enterprise partnerships at digital agency Goodway Group. Read more below.

• Amazon's under-the-radar move could be a significant blow to FLoC targeting performance and give Amazon a leg up in its own ad sales and targeting efforts.
• The TV upfront marketplace is wrapping up at a fast clip, with media buyers paying significant increases to secure ad time for their clients.
• Ad buyers say it’s not surprising that TikTok is upping the cost of its premium ad units as the platform has grown in popularity and shown it can have an impact on culture in this week’s Digiday+ Marketing Briefing.
• For Betches, there is more real estate in the millennials demographic to grow its audience, but with Gen Zers making up a large portion of the internet, platform growth strategy is top focus for expansion.
• Increasing numbers of environmentally and ethically conscious employees are now challenging their own companies to provide a sustainable pension pot that has a positive impact on the environment. And companies are also looking to divest away from fossil fuels.
• This week’s Digiday+ Media Buying Briefing takes a look at how time spent in video games rises, so do synthetic experiences that attract younger audiences. Brands are jumping in too.