What's it like for Advertisers to Wait Around for the DOJ, and Google

Next in media spoke with Megan Jones, Chief Digital Officer at Digitas, about what she tells clients about a possible Google break up, and the never ending cookies saga. Jones also talked about why it's so hard to bake creators into traditional media planning, and what's really going on with sustainability.

Takeaways:

• Post-Cookie Environment: Despite long discussions around a "post-cookie world," urgency has waned due to delays. 

• Challenges in Connected TV: The fragmented CTV landscape lacks unified audience targeting and measurement standards. 

• TikTok's Growing Influence: As TikTok remains a cultural hub, Digitas advises clients to use it actively and authentically. 

• Creator Economy and Social Strategy: Digitas leverages creators through its S.W.A.T. (Share worthy and Trending) program, which identifies trends and pairs creators with brands to produce authentic, real-time content, with a focus on diversity and cultural relevance.

• Integrating Media and CRM: There’s a significant, underutilized potential in linking CRM with media for seamless customer engagement.

• Sustainability in Digital Advertising: Though it’s not a top priority for clients, sustainability is expected to become essential within the next five years, similar to brand safety. 

Guest: Megan Jones

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative