Angélique Evrard🇫🇷🇬🇧’s Post

I suspect many in our industry may feel compelled to quickly celebrate the news regarding Google's plans to pause cookie deprecation, but I share Andrew Casale's opinion that there are many important details missing from Google's blog post that announced the change in strategy. 1. We do not know what the "new user experience" will be. Will it look like Apple's App Tracking Transparency ("ATT"), where users will ask websites not to track them across the web? Will a user's explicit opt-in be required, or will it require a user to explicitly opt-out? How will the option be presented? Of note, the percentage of users opting-in to tracking when prompted with ATT notifications varies widely by country and by app genre. In the US alone, the average opt-in stands at approximately 30% of users. When it comes to evaluating the impact on reaching users with personalized advertisements, these seemingly small decisions on user experience will have meaningful, billion-dollar impact on the scale advertisers can expect from existing solutions that are not prepared with alternative solutions and methodologies. 2. We do not know the timing of when any changes may be rolled out and tested. Solution providers and publishers alike will need time to develop an understanding of what their site-specific opt-in or opt-out rates are, which may significantly impact publisher bottom-lines. As we know from recent Privacy Sandbox testing from Criteo and Google, publisher revenues dropped anywhere from 34% to 60% for cookieless web traffic. Furthermore, it's important to note that this decision is not an abandonment of Google's intention to change the web browsing experience in the name of privacy. In the same blog post, Google remains clear that it will continue to pursue development of the Privacy Sandbox. Google still has not addressed what is one of the more important conclusions raised by Criteo's Privacy Sandbox tests: that Google Ad Manager's market share would jump from 23% to 83% if the industry switched to use Privacy Sandbox. TL;DR - our recommendation: if you're an advertiser, don't be fooled by this. Continue testing and developing alternative approaches to identity. https://lnkd.in/eTa7Asv4

Some great questions and points here

🚨 Big News in Digital Marketing 🚨 Google has decided to keep cookies in Chrome after all! After four years of intense debates with advertisers and regulators, this is a game-changer. As marketers, we’re always adapting to the ever-evolving landscape. This reversal will definitely stir things up. 📢 I'd love to hear your thoughts: How do you see this affecting our strategies moving forward? Is this a win for user experience or a setback for privacy? What changes are you planning to make in your ad targeting and data collection methods? Let’s get a conversation going! Your insights are crucial as we navigate this new development together. Check out the full article here: https://lnkd.in/eSycqRcc Meghan Hanna, MBA, Regina Farrington, Danielle Shulman, Wesley Miller-Smith, Adam Petrick, Brenden Delarua, Eugene Krasnopolsky, Henry Rabello, Scott Horn, Kathy Guillory, Patrick Ward, Umesh Malhotra, Victoria Haas #DigitalMarketing #Advertising #Google #Cookies #MarketingStrategy #DataPrivacy

This cookie isn't crumbling. Call it a switcheroo, but Google isn't getting rid of its cookies in its Chrome browser after years of delays, disagreements and wranglings with the advertising industry. Instead, it plans to keep third-party cookies up and running for those who don’t disable them and offer a one-time prompt to enable user to set up their preferences. Elevated user choice or just another bugaboo around user privacy? Well, the cookies are staying, and it will be up to users to make the choice for themselves whether to stop the ad tracking. For advertisers, the resurrection or renewed feasibility of cookies likely provides a sense of relief. Google, which holds a commanding 90% share of the search market, has faced challenges in balancing user privacy concerns with the financial imperatives of advertisers. The company promised to deprecate these small data files that track individual users’ activity across the web years ago, yet, here we are with cookies and no milk to show for it. Obviously, advertisers have never been a huge fan of the demise of cookies because of concerns over the impact on advertising effectiveness and campaign performance. In other words, advertisers don't want to be left unable to send relevant ads or notifications based on user surfing habits. According to estimates, the crumbling of cookies would wipe out publishers’ ad revenues by 60%. The 'improved' flavor of the next cookie will be a little different. A mix between an Oreo and saltine, Google plans to introduce a new experience in the browser that will allow users to make informed choices about their web browsing preferences. What that actually means remains a mystery for now. Antitrust issues are the broccoli in Google's dessert. The UK's Competition and Markets Authority has certainly been keeping tabs on Google's cookie recipe. How this changes all the regulatory considerations and hurdles affects the view of regulators is yet another wild card. In the short term, users will get 'choice' about their web privacy. But what that actually means is all relative. Tell that to Incognito Mode...there's nothing really incognito about it https://lnkd.in/gKCAWQEd #google #alphabet #chrome #cookies #advertising #marketing #consumers #privacy #internet

Google has decided to keep third-party cookies in Chrome instead of phasing them out. This major shift means that rather than removing third-party cookies, #Google will introduce a new feature allowing users to control their tracking preferences. Users will now be able to set and adjust their cookie settings across Google’s search products, giving them more control over their browsing data. This change comes in response to concerns from advertisers who rely on cookies for targeted advertising and feedback from regulatory bodies. The original plan to eliminate cookies, first announced in 2020, faced significant pushback from the industry, which relies on these tools for ad personalization. As Google rolls out this update, it will work closely with regulators and industry stakeholders to ensure a smooth transition. This new approach aims to balance user privacy with the needs of digital advertising, highlighting Google’s effort to address complex privacy and advertising challenges. 📈 What do you think of Google’s new strategy? Will it achieve the right balance between privacy and advertising needs? Share your thoughts! Vaibhav Antil Nishant Bhajaria

Google began testing its new privacy features and stopped the use of third-party cookies in the Google Chrome browser for 1% of users.🍪 What is Third Party Cookies? Third-party cookies are placed on a user’s browser by a website other than the one they’re currently visiting. They can track visitors across websites, which enables you to gather data about users’ browsing habits, preferences, and interests. This information is then used to deliver personalized advertising experiences. However, it also poses challenges for advertisers and marketers who rely on third-party cookies for targeted advertising and analytics📊. As the digital landscape continues to evolve, stakeholders will need to adapt their strategies to ensure compliance with changing standards while still delivering relevant and personalized experiences for users. https://lnkd.in/gXND-CjC

Google announced a delay in eliminating third-party cookies, attributing it to challenges in reconciling feedback from various stakeholders. Third-party cookies, crucial for advertisers, are used for ad targeting and campaign effectiveness measurement, driving a $600 billion industry. The delay comes amid scrutiny from UK regulators, who believe Google's proposed changes are insufficient in protecting privacy. Google plans to phase out cookies by 2025 pending approval from regulators. The delay benefits the ad industry, providing more time for adjustment. Google's Privacy Sandbox, aimed at replacing cookies, faces criticism for potential privacy gaps. The UK's Competition and Markets Authority (CMA) is overseeing Google's cookie elimination efforts and can order changes. Google's transition includes limiting cookies for some users and addressing concerns about its dominant advertising position. The CMA and the Information Commissioner's Office are reviewing Google's plans, aiming to conclude by year-end. https://lnkd.in/gmpqGiqe

Milk won't make these cookies easier to swallow. The digital ad business has been sweating for years over the longevity (or not) of cookies. Google backed out of eliminating cookies, but the snippets of code that have fueled digital advertising might go away anyway. Undoubtedly, the digital advertising market continues to skyrocket, fueled by the pandemic-induced shift to online shopping and increased social media consumption. The ad business certainly has taken its bumps and bruises from Apple's privacy changes. While Google's news around keeping cookies may sound like positive news for the industry, there's a catch to all this. Change is coming, but no one knows what that means yet. What has the digital advertising industry shaking are these words - "Google will introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.” For now, Google's changes won't drastically alter the user's web experience, and we'll likely continue seeing those familiar cookie consent prompts. And for advertisers, the gravy train collection of valuable data that marketers get from being able to track users around the web will continue. It's the future that has the industry worried. Regulators, regulators, regulators. How Google approaches cookies will depend on well, appeasing regulators. Cookies may not be changing now, but the company has plans to allow users to make an informed choice that applies across their web browsing including the ability to adjust that choice at any time. Depending on how that choice is worded could mean a financial hit for the digital ad industry. There will still be winners in the industry. The most notable is Amazon who's likely to thrive in the digital advertising landscape. Why? It already has a massive collection of customer shopping data makes it less reliant on tracking information. And Google is the other beneficiary. Unlike platforms that rely on cookies to build user profiles, both Google and Amazon primarily use users' direct search terms and purchase history to inform advertising. The Google news is less than ideal for Facebook, Instagram and Snap since they rely heavily on cookies and have already taken a hit from Apple's privacy changes. Regardless of how the cookies crumble, a shift is coming though it will take a bit of time to gauge the fall out https://lnkd.in/gnU6KGqQ #google #advertising #cookies #digitaladvertising #privacy #data

🔔 Important update for all advertisers in the EU/EEA In an evolving digital advertising landscape with a heightened focus on privacy, a key update requires your immediate attention. 📅 Google's deadline for Consent Mode: March 6, 2024 Google has set a mandatory deadline for implementing Consent Mode across all websites using its advertising services in the EU/EEA. If you're leveraging Google solutions for analytics and targeted advertising, it's time to act. Understanding Google Consent Mode Consent Mode is not just a compliance tool; it's a new standard in respecting user choices while ensuring the effectiveness of your advertising campaigns. It empowers you to manage user consent for ad-related activities, including personalization, measurement, and reporting. Find out in the below carousel the risks of non-compliance and how partnering with Programmads can be a game-changer ! #Programmads #ConsentMode #Google #DigitalAdvertisting

📉 Big news for the ad world! Google has decided to delay its plan to phase out third-party cookies in Chrome. This delay is a result of extensive feedback from advertisers and regulators, highlighting the need for more time to adapt. The Privacy Sandbox initiative, aimed at replacing cookies with more privacy-conscious alternatives like Federated Learning of Cohorts, is still in the works. However, the transition is proving more complex than anticipated, impacting everyone in the online advertising ecosystem. #BrandStarDigital #AdTech #GoogleUpdates #DigitalMarketing