#Targeting

You’ve probably heard by now that by the year 2022, those of us in the digital ad industry must say “adiós” to the third-party cookie. The third-party phase-out was first announced in February 2020, but Google stirred the pot a little over the last month when they announced that they won’t be building alternate identifiers to track individuals as they browse across the web. Some companies fear that this will negatively affect their abilities to target the right consumers, but we at Genius Monkey say, “Lighten up, it just ain’t that big of a deal!

This year has brought countless changes to markets everywhere, including the political arenas. But unlike the downturn of other markets, 2020 political ad spend is expected to increase and break all previous records. In a recent report from Politico, the initial 2020 ad spend estimates of $6 billion were modified by 12% to predict at least $6.7 billion in this year’s political ad spend! With so much being invested during such a pivotal time for the globe, all eyes will be on politicians and their answers to the many challenges we’ve seen this year.