Marketers are used to adjusting

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Good morning, Marketers, we’ll just have to wait and see.

Google announced that it was replacing Federated Learning of Cohorts (FLoC) with a proposed Topics API for targeting. Meanwhile, the timeline for deprecating third-parties cookies might change again.

Digital marketers have become masters of the waiting game, demonstrating the need to be agile and ready for unexpected changes. It’s also becoming clearer that marketing teams need to come up with fresh ideas in their strategies and be first to act, instead of waiting around while major players like Google keep changing the field of play.

For example, marketers are being proactive to changes in the email marketing space by adjusting how they measure performance after Apple’s Mail Privacy Protection shakeup. When it comes to cookies, I’m sure we’ll be just as resilient.

Chris Wood,

Editor

Shorts

Quote of the day: “It’s not necessarily a bad thing for marketers to be responsible. If marketers do email marketing properly, they may wind up with better performing campaigns.” Guy Hanson, Vice President of Customer Engagement, Validity

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.