Scout: Third-Party Data Procrastination, Increasing CTV Fragmentation, and More in This Week’s Digest of Top Digital Marketing Content

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 8/5/22 - 8/11/22 to stay ahead of the curve: 

‘Lack of Commercial Incentive’: Google’s Third-Party Cookie Delay is a Flip to Procrastinators [:03] 

After Google’s recent announcement that it will delay third-party cookie deprecation to 2024, ad execs have been putting the “pro” in procrastination. It’s understandable given everything on marketers’ plates right now, but the trend doesn’t speak well to our industry’s future-proofing abilities. 

DOJ Is Preparing to Sue Google Over Ad Market as Soon as September [:02] 

Speaking of Google, the US Justice Department’s antitrust division is reportedly getting ready to sue the tech giant as soon as next month over claims that it illegally dominates the digital advertising market. Digital advertising regulators sure are bringing the heat this summer! 

Lyft Rides Into Media Network Race as Ride-Hailing Rebounds [:02] 

Buckle up, advertisers! Earlier this week, Uber’s main competitor announced the formation of their own media network: Lyft Media. The move positions Lyft to better capture digital advertising dollars through formats like digital rooftop screens, in-car tablets, and their mobile app.   

How Custom Dashboards Can Improve Your KPIs and ROI [:05] 

Ahh data—it's a blessing and a curse for many modern marketers (though likely more of a curse for those who don’t know the joys of data consolidation). See how interactive, graphic data visualizations can help improve KPIs and ROI while enhancing collaboration. 

Warner Bros. Discovery to Combine Streamers Next Summer, Considers Ad-Supported Offering [:03] 

Last week, Warner Bros. Discovery announced plans to combine HBO Max and Discovery+ into one branded streaming option and detailed their forays into making some of their library accessible on a free, ad-supported TV (FAST) platform. Both developments are expected to further complicate the fragmented connected TV landscape. 

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