This week we’re talking about the IAB’s new project in response to Google’s news that it would end third-party cookies; who tuned in to watch the Oscars; and the rising number of people who stream their TV.

The IAB Introduces Project Rearc. At the IAB Annual Meeting, the organization introduced Project Rearc, which will “bring together IAB, IAB Tech Lab, governmental, and other industry/consumer organizations with the goal of creating standards of behavior, codes of conduct, legal agreements, and enabling technologies to address consumer demands for personalization, and privacy.” The group is being formed in response to Google’s announcement that third-party cookies are ending. (AdExchanger

The streaming age. A fifth of the time consumers spent watching TV in OTT-capable homes in the fourth quarter of 2019 was spent on streaming, whether it was ad-supported or paid subscription services, according to a new report from Nielsen. (CNBC)

Oscars viewership hits record low. Last Sunday, the Oscars drew 23.6 million total viewers and a 5.3 rating in the adults 18-49 demo, a 20% decrease in total viewers and a 31% demo drop from last year’s ceremony, according to Nielsen. The awards show didn’t have a host this year, its second year of going MC-less. (Adweek)

Sprite’s new flavor. Coca-Cola launched a new flavor of Sprite with a ginger flavor combined with its familiar lemon-lime flavor. It’s one of 20 product launches from Coca-Cola in 2020. There’s a new TV ad from Wieden & Kennedy New York and fashion designer Jeff Staple has created a new fashion line, “Sprite Ginger Collection,” for the soda.

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