\n \n \n

In VCCP\u2019s latest report from their thought leadership program, The <\/span><\/b><\/span>Collaborative ‘Changing the Topic: An Open Letter to AdTech’ has been written by Steve Taylor, Joint Chief Strategy Officer of VCCP Media<\/strong> explores the news of Google’s abandonment of FLOCs, which had been its answer to the ‘cookie apocalypse’. Instead, it has introduced something called Topics. Yet this begs an important question: how is any of this really helpful for commercial media?<\/p>\n

This report was first published in Mediatel News<\/em>.<\/p>\n

Click here to download your copy.<\/a><\/p>\n <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-14568","collaborative","type-collaborative","status-publish","hentry"],"acf":{"author":{"ID":10489,"post_author":"7","post_date":"2020-08-13 09:14:15","post_date_gmt":"2020-08-13 08:14:15","post_content":"","post_title":"Steve Taylor","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"steve-taylor","to_ping":"","pinged":"","post_modified":"2023-02-23 17:49:17","post_modified_gmt":"2023-02-23 17:49:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/wordpress-dev.vccp.com\/?post_type=people&p=10489","menu_order":0,"post_type":"people","post_mime_type":"","comment_count":"0","filter":"raw"},"hero_video":"","hero_image":{"ID":14570,"id":14570,"title":"Changing the Topic","filename":"Changing-the-Topic.png","filesize":670081,"url":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic.png","link":"https:\/\/wordpress-dev.vccp.com\/uk\/collaborative\/2022\/feb\/changing-the-topic\/attachment\/changing-the-topic","alt":"","author":"57","description":"","caption":"","name":"changing-the-topic","status":"inherit","uploaded_to":14568,"date":"2022-02-02 11:08:38","modified":"2022-02-02 11:08:38","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"The Collaborative | Please change the topic: an open letter to Ad Tech","meta-description":"In VCCP\u2019s latest report from their thought leadership program, The Collaborative 'Changing the Topic: An Open Letter to AdTech' has been written by Steve Taylor, Join Chief Strategy Officer of VCCP Media explores the news of Google's abandonment of FLOCs, which had been its answer to the 'cookie apocalypse'. Instead, it's has introduced something called Topics. Yet this begs an important question: how is any of this really helpful for commercial media?","social-media-image":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/02\/Changing-the-Topic.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":10112,"post_author":"64","post_date":"2020-08-11 17:25:01","post_date_gmt":"2020-08-11 16:25:01","post_content":"","post_title":"Media","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"media","to_ping":"","pinged":"","post_modified":"2024-05-02 09:21:17","post_modified_gmt":"2024-05-02 08:21:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/wordpress-dev.vccp.com\/?post_type=capability&p=10112","menu_order":0,"post_type":"capability","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10111,"post_author":"2","post_date":"2020-08-11 15:57:32","post_date_gmt":"2020-08-11 14:57:32","post_content":"\n\n","post_title":"Digital Products & Services","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"digital-products-and-services","to_ping":"","pinged":"","post_modified":"2023-02-15 16:34:31","post_modified_gmt":"2023-02-15 16:34:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/wordpress-dev.vccp.com\/?post_type=capability&p=10111","menu_order":0,"post_type":"capability","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":988,"post_author":"57","post_date":"2020-07-05 15:02:02","post_date_gmt":"2020-07-05 14:02:02","post_content":"","post_title":"Advertising","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"advertising","to_ping":"","pinged":"","post_modified":"2024-04-15 10:16:56","post_modified_gmt":"2024-04-15 09:16:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/wordpress-dev.vccp.com\/?post_type=capability&p=988","menu_order":0,"post_type":"capability","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/collaborative\/14568","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/collaborative"}],"about":[{"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/types\/collaborative"}],"author":[{"embeddable":true,"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=14568"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}