Can Google un-crumble the cookie?

Plus: Vote in our Social Media Olympics poll

Author

Gupta Media
July 25, 2024 • Estimated Reading Time: 5 minutes

Today’s Social Media advertising rates are balmy:

↘️ YOUTUBE: $2.43 CPM | ↗️ META: $6.98 CPM | ↗️ TIKTOK: $5.04 CPM

In this week’s edition: 

  • 🔍 Are you a SKAG junkie? You should be!

  • X’s “Genius” new ad unit 🧠

  • 📸 First look: Gupta Media’s new offices!

But first…

Google dropped two bombshells this week: (1) That whole thing about doing away with third-party cookies they’ve been threatening for the past four years? Juuuuust kidding: Not happening. And (2) They’re planning to give users a choice to opt out of ad tracking—a la Apple’s App Tracking Transparency (ATT) privacy framework in 2021. Yes, that’s a bit of a mixed message. Everyone’s best guess: Instead of formally blocking cookies in Chrome, Google will simply let users “self-deprecate” cookies via an opt-out. Which means cookies are still going away—just on an unpredictable timeline. 

👍 Meta now automatically detects offers based on the URL you enter for your campaign during the setup process. With your confirmation, they’ll then use any discounts and/or promo codes found on your site and feature them in your ads. We’ve spotted similar functionality in the past, but this flow appears to let you review the offers before they’re incorporated into ads.

Coming Soon: Right now, if you want to add a collaborator to your Instagram stories and feed posts, you need to do so in the initial creation flow—annoyingly, it’s not possible to add a collaborator after posting. However, that’s now possible on Reels, and it’s rumored that Instagram will be adding this capability for feeds and stories soon. 🙏

🔎 Do you feel strongly about structuring your Google Search campaigns using SKAGs (single keyword ad groups) vs. Hagakure (themed ad groups)? You might after reading this article.

🕰️ TikTok: TikTok is making it easier to share creative previews with clients. Now you’ll be able to share a preview URL that remains active for 30 days. The feature will be rolled out to most users in August and is available now to select users. 

Coming soon: TikTok is testing the ability to bring its interactive Story Selection feature to TopView ads. And there’s another alpha test in the works that would expand the possible Story Selection choices from two to four.

🐦 Twitter/X has launched Trend Genius Ads, which automatically turn ads on and off based on “conversation velocity” around specific topics—such as the Olympics, music, and fashion. Learn more here and—as always—proceed with caution.

🗞️ Oh, also: Our new office is gonna be pretty cool

Shout out to the Boston Business Journal for breaking the news about Gupta Media’s new worldwide HQ—twice as big as our current space, and conveniently located around the corner from our current home in Boston’s historic Back Bay. We’ve got more photos on the socials. Plan on coming by to hang out on our outdoor deck when we move in next spring!

🐘The Elephant In the Room: Our weekly office poll!

With Snoop Dogg carrying the torch in Paris, there’s no question that the Olympics are about to be lit. But which social media platform are you—personally—going to be using to keep up with the games? Are you second-screening on X, trash-talking on the Gram, or spoiler-scrolling your way through TikTok? Pick your fighter:

Which social media platform are you using to keep up with the Olympics?

Login or Subscribe to participate in polls.

📊 Last week’s poll results: Y’all have opinions — this was our most-voted poll of all time! 

How many slides is TOO many slides in a marketing deck? 

🟩🟩🟩🟩🟩🟩 30 slides is too much

🟨🟨🟨🟨🟨⬜️ 75 slides is too much

🟩🟩🟩🟩🟩🟩 99 slides is too much

Thanks for reading! We’ll be back next week to fill your inbox with more tips, tricks, and treats from the addressable universe.

In the meantime, stay up to date with the latest performance marketing intelligence by following us on Linkedin, Instagram, and X.