{"id":14568,"date":"2022-02-02T11:11:08","date_gmt":"2022-02-02T11:11:08","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=collaborative&#038;p=14568"},"modified":"2022-02-03T12:25:09","modified_gmt":"2022-02-03T12:25:09","slug":"changing-the-topic","status":"publish","type":"collaborative","link":"https:\/\/www.vccp.com\/uk\/collaborative\/2022\/feb\/changing-the-topic","title":{"rendered":"Changing The Topic"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z2vg4iF wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p><span class=\"s1\"><b><span style=\"font-weight: 400\">In VCCP\u2019s latest report from their thought leadership program, The <\/span><\/b><\/span>Collaborative &#8216;Changing the Topic: An Open Letter to AdTech&#8217; has been written by <strong>Steve Taylor, Joint Chief Strategy Officer of VCCP Media<\/strong> explores the news of Google&#8217;s abandonment of FLOCs, which had been its answer to the &#8216;cookie apocalypse&#8217;. 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<p>This report was first published in <em>Mediatel News<\/em>.<\/p>\n<p><a href=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/02\/Changing-the-topic-01.02.22-1.pdf\">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:\/\/www.vccp.com\/?post_type=people&#038;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:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic.png","link":"https:\/\/www.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:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/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:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/02\/Changing-the-Topic.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":10112,"post_author":"77","post_date":"2020-08-11 17:25:01","post_date_gmt":"2020-08-11 16:25:01","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWe are the challenger agency for challenger brands.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe specialise in communications planning and activation that integrates creative with media and so much more.\u00a0 Our strategy and planning teams include specialists from SEO, social, PPC, data, technology, creative partnerships, and media, to name a few.\u00a0 Some might say we are a full-service media agency but we go much further.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe are the only media agency whose strategists and planners incorporate insights from behavioural science, production, creative, PR, brand design, UX and beyond. 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