Who Cares About Cookies? The way that the internet works is about to change dramatically, and if Google has its way, you might not even notice.

We all know and love the free and open internet, and as Google is quick to point out, that’s only possible because websites are able to make money through advertising.

One of the hottest topics of conversation in marketing circles is always how “kids these days” are consuming media, but this week we learned something even more interesting: They might actually like being advertised to.

TODAY’S TV ADS ARE EASY, CHEAP, AND POTENTIALLY REALLY EFFECTIVE

The pinnacle of advertising creativity has always been the 30-second TV spot, partly because it has been available only to the advertisers with the deepest pockets. We grew up watching Doritos, Nike, McDonald’s, and Apple build billions in brand value through a single media type. The new way that most of us watch shows today is opening up the medium to just about any marketer with an iPhone and a credit card (many platforms have $0 minimum spend).

WHY DO WE CARE ABOUT FIRST-PARTY ADS?

2019 was a magical time for digital marketers — ads were cheap, targeting was amazing, and the platforms were able to track your every move across the internet. Turns out, that wasn’t so great for our privacy. Bad actors abused the system, and data breaches were a regular occurrence, which led most major governments to introduce data-protection regulations. But it wasn’t governments that caused the biggest shift online, it was another tech company.