Without Google’s cookie cutoff hanging over them, buyers are lukewarm on alternative IDs

There’s still a lag between the availability of alternative IDs and actual demand from media buyers.

Additional coverage:

• Social referral traffic is ticking up this year, and some publishers are seeing surges in referrals from Threads specifically.
• Publishers are learning to work the curation game without buying into it, making peace with a system they don’t trust but can’t afford to ignore.
• Agencies say more brands want to adjust creator contracts with AI clauses to avoid future brand safety risks and copyright infringement.
• Ad Creative ID Framework provides a system for unique identifiers to be attached to ads so that companies can better track which ads are being sent across the streaming ad supply chain.
• Substack isn’t just invested in keeping creators on its turf — it’s rooting for their success beyond it.
• The Town Halls at the Media Buying Summit offered up insights on programmatic investment, commissions vs. fees and generating new business. Read this week's Digiday+ Media Buying Briefing.
• In the third episode of our limited edition podcast Mom’s at Work, we explore the struggles of working mothers re-entering the workplace, especially in hostile or unsupportive environments.