This week saw major news and announcements from some of the marketing world’s leading technology platforms and partners, as well as a major new brand collaboration. Catch up on the latest news you need to know in our Marketing Must Reads.

Google’s Surprise Decision to Retain Third-Party Cookies

After years of warning (and delaying) the end of third-party cookies, Google shockingly announced this month that they will be keeping their tracking cookies. Google had long been struggling with regulators to come up with a new solution that protected user privacy, satisfied its advertising partners, and retained benefits for Google itself. Now, instead of deprecating their third-party cookies, the company will be introducing an update to Chrome that allows users to make more “informed choices” about their web browsing.

According to Google, they are currently working with regulators to iron out the details of their new approach to tracking user data. Google will now stand in contrast to other search engines, including Safari and Firefox, which began blocking third-party cookies more than four years ago.  Read more about Google’s surprising decision and what it means for both searchers and advertisers here: https://www.forbes.com/sites/zakdoffman/2024/07/25/new-google-chrome-warning-microsoft-windows-10-windows-11-3-billion-users/

Reddit Grows Their Ad Business

Last quarter, social media platform Reddit grew its advertising business by more than 41 percent year-over-year. According to brand executives, more than half of that growth was attributed to performance ads, or messages from ad partners focused on generating direct clicks or purchases. These types of ads on Reddit are particularly appealing to brands, because they appear much like a native Reddit post and are more likely to capture users’ attention compared to more obvious ad messages on platforms like Facebook or Instagram.

However, despite Reddit’s growth and attractive offerings, it still trails far behind other social media sites’ ad business. To attract more future advertising partners, Reddit is reportedly working to improve their search function and offer more advertising formats. It also needs a creative solution to overcome the ad measurement challenges that come with its anonymous user base. Dive deeper into the details of Reddit’s growing ad business here: https://www.wsj.com/articles/reddits-ad-business-grew-41-last-quarter-marketers-still-want-it-to-do-more-c24dd123

LG Gets Competitive on Prime Video

To promote its line of home appliances, LG recently launched a branded, original competition show on Prime Video. The series, called “Estate of Survival,” follow residents staying in a mansion who compete in challenges to win LG appliances, as well as a $100,000 grand prize. With their six-episode series, LG hopes to capture the attention of the growing segment of consumers who have grown tired of traditional advertising and also enjoy competition-based reality programs.

Earlier this year, LG posted their highest-ever revenue for the second quarter, due in large part to their growing home appliances business. “Estate of Survival” highlights a variety of products, including a smart refrigerator, dishwasher, and ThinQ Care technology. Viewers can watch two new episodes each week, released on Mondays throughout August. Learn more about LG’s native streaming strategy here: https://www.marketingdive.com/news/lg-electronics-estate-of-survival-competition-show-prime-video/723989/

Brand Collaboration of the Week: Oreo and Coca-Cola

Two food and beverage industry giants are joining forces to launch two highly anticipated new products. In September, consumers will be able to enjoy an Oreo Coca-Cola Cookie Sandwich, which infuses the classic Oreo cookie with Coca-Cola syrup and “fizzing” popping candies, as well as Coca-Cola Oreo Zero Sugar, which adds flavors “inspired by Oreo” to the classic Coca-Cola Zero Sugar formula. Both products will be available in grocery stores, and the soda will also be sold at McDonald’s and 7-Eleven stores in select markets.

Both Oreo and Coca-Cola have recently focused on offering limited-edition variations of their core products. Oreo frequently releases specialty cookie flavors, including Pumpkin Spice, Sour Patch Kids, and Star Wars-inspired versions, while Coca-Cola has launched several variations of their soda, such as Dreamworld and Starlight, under their Coca-Cola Creations platform. Find out more about the brands’ new mega-collaboration here: https://www.fooddive.com/news/oreo-coca-cola-mondelez-partnership-limited-time-snacking/723614/