🍪 Insights on Google's Reversal of Third-Party Cookie Elimination
In a surprising yet sensible move, Google has decided to reverse its plans to eliminate third-party cookies. This decision comes as the market was not fully prepared for such a drastic change, highlighting the complex landscape of digital advertising and the significant role cookies still play.
However, we'll have to wait for the full details from Google to better understand this U-turn, as well as the new plan and schedule proposed by the Google Chrome teams. How Google introduces the "new experience" will significantly impact the future acceptance rate of third-party cookies and the available workarounds for advertisers and publishers.
Google's announcement will further confuse advertisers, who are already at a loss as to what strategy to adopt to maintain their targeting, retargeting, and performance measurement capabilities.
At fifty-five, this does not change the strategy we propose to advertisers for taking back control of their data:
📊 Build a Centralized, High-Quality Proprietary Marketing Database:
Establish a solid foundation for your marketing efforts by creating a robust, centralized repository of your proprietary data.
🔄 Launch Programs to Overhaul Consent Collection and Centralization:
Develop comprehensive programs to enhance the collection and centralization of multi-channel consent, exploiting all customer touchpoints including web, app, TV, call centers, and physical stores.
🧩 Combine Attribution and Marketing Campaign Steering:
Integrate the logic of attribution and active campaign management with cold logic of Marketing Mix Modeling (MMM) contribution and incrementality tests to ensure comprehensive performance measurement.
💻 Set Up Server-Side Collection Infrastructures:
Deploy server-side solutions to facilitate enhanced conversion tracking using systems like Google Enhanced Conversion and Facebook Conversion API.
🏆 Quick Wins for Targeting and Measurement Stability:
Stabilize your targeting and measurement strategies by supporting marketing and compliance teams in CRM onboarding via various platforms, ensuring quick wins and sustained performance.
In these uncertain times, staying ahead requires adaptability and a solid strategy. At fifty-five, we remain committed to guiding our clients through these changes with innovative solutions and expert advice. 🌟
Get in touch with our experts to discover how fifty-five can help you adapt and succeed in a rapidly evolving digital landscape: https://lnkd.in/es_EuMmJ
Guillaume Tollet Jean-François wassong Sharon Kalifa Ophélie M. Souleiman Bouri Alain Friedli
Consultant M&A
5moCan't wait to put my head into this type or project to fully understand how it goes. Seem promising