The Digiday Podcast: In-Depth Summary of "Google’s Third-Party Cookie U-Turn + WTF are JBPs with Exverus Media’s Hillary Kupferberg"

Release Date: April 29, 2025
Hosts: Kamika McCoy & Tim Peterson
Guest: Hillary Kupferberg, VP of Performance Marketing at Exverus Media

Introduction

In this episode of The Digiday Podcast, hosts Kamika McCoy and Tim Peterson delve into two pivotal topics shaping the media and marketing landscape: Google's unexpected reversal on third-party cookies and the evolving role of Joint Business Plans (JBPs) in retail media. The conversation provides listeners with insightful analysis, expert opinions, and actionable takeaways relevant to brands, agencies, and publishers navigating the digital age.

Google’s Third-Party Cookie U-Turn: A Game Changer

Overview of the U-Turn

The episode opens with a significant announcement from Google: after years of stating the deprecation of third-party cookies in its Chrome browser, the tech giant has reversed its stance, allowing these cookies to persist indefinitely. This reversal marks a critical shift in digital advertising strategies worldwide.

Tim Peterson [03:25]: "Google said, actually no, never mind, forget it, we're not going to do it."

Implications for the Industry

The hosts discuss the far-reaching implications of this decision. For five-plus years, the marketing industry had been preparing for a cookieless future, developing alternative ID solutions and exploring non-first-party data opportunities. Google's U-turn disrupts these plans, creating both confusion and opportunities.

Kamika McCoy [03:45]: "Could you imagine spending five years building out alternative ID solutions... to my point, earlier retail media, that's like one of their huge talking points of like we've got, you know, treasure trove data only for Google to then turn around and be like, actually."

Impact on Ad Tech and Publishers

The reversal affects various stakeholders differently. Ad tech companies that invested heavily in cookieless solutions may face setbacks, while publishers that saw reduced CPMs due to cookies being disabled in browsers like Safari and Firefox might experience a slight recovery.

Tim Peterson [06:31]: "There's still a need for cookieless solutions in the marketplace... It becomes this big question of like is the industry just going to revert back to 2019?"

Google's Position and Potential Losses

Despite the anticipated benefits for some, the conversation highlights potential downsides for Google. Maintaining third-party cookies amidst internal and external pressures could tarnish Google's reputation and entangle it further in antitrust issues.

Kamika McCoy [07:33]: "The biggest loser may very well here be Google because they're left holding the bag and bad PR and legal headaches."

Antitrust Concerns and Potential Buyers for Chrome

Antitrust Litigation and Remedies

The discussion transitions to ongoing antitrust lawsuits against Google, specifically focusing on its dominance in the search and ad tech sectors. A recent verdict found Google liable, prompting the U.S. Justice Department to consider remedies, including the potential sale or spin-off of Chrome.

Tim Peterson [07:33]: "Google has lost both, as we talked about last week on the ad tech side... Google has to sell off or spin off its Chrome browser."

Interested Buyers Enter the Arena

Notable suitors like OpenAI and Perplexity have expressed interest in acquiring Chrome. These companies, leaders in AI-driven search technologies, see browser ownership as a strategic move to integrate their platforms deeper into users' digital experiences.

Tim Peterson [09:02]: "These AI platforms are already kind of heirs to the throne of search... OpenAI and Perplexity see a path for a similar, similar playbook."

Valuation and Market Impact

Estimations suggest Chrome could be valued at up to $50 billion, as per Gabriel Weinberg, CEO of DuckDuckGo. This potential sale underscores the browser's significant role in the digital ecosystem and its influence on internet usage patterns.

Tim Peterson [10:03]: "...Chrome could be worth up to $50 billion. So a lot of money."

Future Outlook

The hosts ponder the future of Google's involvement in the open web. Even with the reversal on third-party cookies, Google's dominance in the browser market continues to pose challenges for competitors and regulators alike.

Kamika McCoy [12:21]: "Google just made this whole mess and now the rest of the industry is going to have to clean it up."

Live Stream Announcement: Discussing the Fallout

Kamika and Tim announce an upcoming live stream titled "Bold Call," scheduled for April 30 at 1 PM Eastern on Digiday's LinkedIn page. The session will feature Seb Joseph, Digiday's Executive News Editor, and Ronan Shields, Senior Ad Tech Reporter, as they dissect the fallout from Google's cookie reversal and explore the future of Chrome.

Tim Peterson [13:28]: "We'll be doing the bold call live stream on LinkedIn on the Digiday LinkedIn page at 1pm Eastern on April 30th."

Understanding Joint Business Plans (JBPs) in Retail Media

Introduction to JBPs with Hillary Kupferberg

In the latter half of the episode, Kamika interviews Hillary Kupferberg, VP of Performance Marketing at Exverus Media, to shed light on JBPs—a critical yet often misunderstood component in retail media strategies.

Kamika McCoy [19:38]: "We're talking about JBPs, which I felt needed to be defined."

Defining JBPs

Hillary explains that JBPs, or Joint Business Plans, are strategic agreements between brands (or agencies) and media partners aimed at aligning on mutual business growth objectives. These agreements go beyond mere ad spend commitments, encompassing broader strategic collaborations.

Hillary Kupferberg [19:48]: "JBP is a joint business partnership... a contract between brands, sometimes agencies, and our media partners to align on our strategic partnerships."

JBPs in Retail Media Networks (RMNs) vs. Traditional Media

The conversation highlights the unique aspects of JBPs within RMNs compared to traditional media agreements. In retail media, JBPs often integrate product distribution, shelf placement, and promotional activities alongside media investments, making them more complex and multi-faceted.

Hillary Kupferberg [22:50]: "The true difference... spans multiple stakeholders and is especially for those endemic brands who are sold in those retailers."

Key Components and Negotiables in JBPs

Hillary outlines the various elements that can be negotiated within a JBP, including spend commitments, preferred access to new products or data, measurement tools, and flexibility clauses. She emphasizes the importance of adaptability and transparency in these agreements.

Hillary Kupferberg [27:19]: "But the benefits and insider ideas of what can be added is preferred access... priority... added value in terms of measurement."

Flexibility and Agility in Agreements

Given the volatile market conditions, flexibility within JBPs is paramount. Hillary discusses strategies for incorporating flexibility, such as tiered spend levels that unlock additional benefits as investment grows, allowing brands to adapt to changing economic landscapes without being overly constrained.

Hillary Kupferberg [32:18]: "This is top priority for so many brands and media buyers and marketers today... structuring around unlocks at different spend tiers."

Maximizing Value Through Creative Investments

To maximize the benefits of JBPs, Hillary advises brands to adopt a holistic approach to their media investments, leveraging existing budgets across different channels and platforms. This "double dipping" strategy ensures that every dollar spent contributes to multiple facets of the partnership's growth objectives.

Hillary Kupferberg [34:44]: "We have to get creative... double dipping... immense opportunity."

Ensuring Accountability and Mutual Growth

Effective JBPs hinge on mutual accountability and a shared vision for growth. Hillary stresses the importance of aligning business objectives from both sides and maintaining open communication channels to navigate uncertainties collaboratively.

Hillary Kupferberg [41:14]: "There has been a lot of openness and understanding of why different flexibility is needed... ensuring there is accountability and commitments for joint benefits."

Conclusion

This episode of The Digiday Podcast offers a comprehensive exploration of two critical areas impacting the media and marketing sectors: the unforeseen reversal of Google's third-party cookie policy and the nuanced role of JBPs in retail media networks. With expert insights from Hillary Kupferberg and thoughtful analysis from hosts Kamika McCoy and Tim Peterson, listeners gain a deeper understanding of these dynamic developments and their implications for the future of digital marketing.

For further discussions and real-time analysis, be sure to tune into the upcoming "Bold Call" live stream on April 30th, where the hosts and industry experts will continue to dissect these evolving stories.

Notable Quotes:

• Tim Peterson [03:25]: "Google said, actually no, never mind, forget it, we're not going to do it."
• Kamika McCoy [03:45]: "Could you imagine spending five years building out alternative ID solutions... treasure trove data only for Google to then turn around and be like, actually."
• Hillary Kupferberg [19:48]: "JBP is a joint business partnership... a contract between brands, sometimes agencies, and our media partners to align on our strategic partnerships."
• Hillary Kupferberg [27:19]: "But the benefits and insider ideas of what can be added is preferred access... priority... added value in terms of measurement."
• Hillary Kupferberg [34:44]: "We have to get creative... double dipping... immense opportunity."

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