The Shoppe - Cookies, Shutterstock & More
Welcome back to The Shoppe! This week we’re discussing Shutterstock’s latest acquisition, Google’s plans to phase out third-party cookies, Unilever’s social justice initiatives and more. Be sure to check back every week for the latest marketing news.
While third-party cookies offer advertisers crucial data for targeting, they continue to spark controversy over user privacy. Last year, Google opted to phase third-party cookies out by 2022, and this week, a spokesperson confirmed they are working to implement privacy-respecting alternatives that could replace the browsing habit tracking technology, without sharing sensitive information. With internal tests showing the new technology to produce “at least 95% of the conversions per dollar spent” when compared to traditional cookies, Google announced they would begin testing external ad buying with their cookie alternative in the coming months. With Chrome making up for more than 60% of web browsing, it will be interesting to see how these changes affect advertisers, as well as consumers.
Last week, Kraft Heinz Canada performed an experiment in which dozens of anonymous people were asked to create drawings of ketchup. From the number 57 to the bright red bottle, it was found that when people think of ketchup, they think of Heinz, showing the strength of their brand identity. The experiment’s findings inspired a multichannel campaign asking people to draw a bottle of ketchup for a chance to win their own customized Heinz Ketchup Bottle and a digital billboard feature. In a unique effort to reconnect with those stuck at home, Heinz is encouraging customers of all ages to bring their artwork to life by participating in their latest online contest.
Stock photography company, Shutterstock, has announced their $75 million purchase of TurboSquid, positioning them as the largest 3D marketplace in the world. As a leading digital media company specializing in the sale of 3D assets, TurboSquid allows customers to purchase stock assets of objects that can be paired with photographs or videos to create complete images. The assets eliminate the need for a camera and simplify the content creation process, allowing marketers and anyone who uses photo editing tools to design images from scratch without having to produce their own photography. While the acquisition could change the nature of digital advertising, it will help companies streamline content creation by tapping into the flexibility of 3D.
In an effort to prioritize inclusivity and help build a more equitable society, Unilever published their latest commitments in a press release this week. The company has focused on raising living standards, setting annual spending goals with diverse suppliers, and equipping employees with skills to prepare them for future professional opportunities. In doing so, Unilever has made several commitments to creating more diverse opportunities, a more inclusive organization, and a higher standard for the private sector. From tackling common stereotypes to diversifying the representation of people showcased in ads, we can expect to see changes in Unilever’s advertising that reflect the brand’s latest initiatives. Read more about the plan here.
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