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OCTOBER 23, 2025 |
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What percentage of US adults plan to begin their holiday shopping before Black Friday this year? |
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A) 35% B) 48% C) 58% D) 65% |
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TOP STORY |
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After years of warning advertisers that it would phase out third-party cookies, Google has officially backtracked by abandoning its alternative, the Privacy Sandbox. |
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Google is retiring the suite of privacy tools “in light of their low levels of adoption,” reads an Oct. 17 blog post by Google’s VP of Privacy Sandbox Anthony Chavez. This news follows Google backing out of its user-choice prompt in April, which itself was a reversal of Google’s plan to fully deprecate cookies. |
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IN THE NEWS |
Omnicom and IPG merger set to close in November, kicking off a new era for agencies. The Omnicom-IPG merger is expected to close in November, Omnicom CEO John Wren announced in the company’s Q3 earnings release, which showed organic revenue growth of 2.6% YoY. Read online |
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Other headlines: |
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YouTube Shorts’ screen time tracker reflects parental concerns about short-form video. Mobile users can now set a timer for Shorts that will trigger a notification and pause any videos currently playing—though the notification can be easily dismissed, putting the onus on users to stop watching. Read online
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TikTok tightens grip on sellers ahead of holiday promotions. TikTok Shop is looking to get more ad and commerce dollars from its sellers, according to a report by The Information. Read online | | | |
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INDUSTRY VIEWS |
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TikTok now reaches audiences and moments that traditional TV can’t. For brands, it’s become an essential platform to stay culturally relevant and capture attention where people are most engaged. This article was contributed by TikTok. | | |
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ANALYSIS |
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“If there’s one thing I want my team to get right, it’s the cohesion of messages,” said Minyi Su, head of marketing at Bluemercury. “While personalized messaging is important, we need to make sure that personalization all ladders up to the same theme.” |
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PODCAST |
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On this episode, we discuss why the digital ad triopoly (Google, Meta, and Amazon) are losing influence, how YouTube is still under valued, and how AI search behavior is changing. Tune in on Apple Podcasts, Spotify, or wherever you listen to podcasts. Or watch our video podcast on YouTube! Follow us on Instagram. "Behind the Numbers" is made possible by Fetch. |
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