Lars M. B. Anthonisen’s Post

Just when you thought you had digital advertising figured out, Google throws a curveball! In a surprising turn of events, Google has announced that it will retain third-party cookies in its Chrome browser, deviating from its previous plans to phase them out. Initially set to end by late 2023, this timeline was extended to 2024, with new tracking technologies promised as replacements. This recent decision has provided digital advertisers with immediate relief and signals a strategic adjustment. Our Co-Founder and CEO, Manas Gulati, shared his insights on this decision in a recent story with Social Samosa, highlighting the need for a balanced approach to privacy and targeted advertising. Check out the link below to read more and share your thoughts in the comments! https://lnkd.in/gQrzMggB #Google #DigitalMarketing #Privacy #Ads #MarketingInsights #AdTech #ThirdPartyCookies

🚨 Major Update in Digital Advertising! 🚨 After four years of efforts and deliberations, Google has decided to keep cookies in its Chrome browser. This marks a significant reversal from their initial plan to eliminate these tracking technologies by 2022. Here are three key takeaways from this development: 🔹Impact on Advertising: The decision to retain cookies means that advertisers can continue leveraging this familiar tool for targeted ads. This provides much-needed stability and continuity in digital marketing strategies, allowing us to maintain precision in ad targeting and measurement. 🔹UK Regulations: The role of UK regulators has been pivotal in this decision. Their investigation into the potential anti-competitive effects of Google’s proposed cookie replacements has led to a more balanced approach. Google’s commitment to collaborating with the Information Commissioner’s Office ensures that regulatory oversight will continue to shape a fair digital advertising landscape. 🔹Elevating User Choice: Google’s updated approach now emphasizes user choice. By presenting users with a prompt to decide whether to enable or disable cookies, Google is prioritising transparency and user control over their online privacy. This shift underscores the importance of putting users at the heart of our strategies. it’s crucial for us in the advertising industry to adapt and innovate within this evolving framework. ➡️ Moving forward: This decision highlights the need for ongoing dialogue between advertisers, regulators, and tech giants to ensure that we balance effective marketing practices with consumer privacy rights. Let’s stay agile and continue to focus on creating meaningful, respectful, and privacy-conscious advertising experiences! #DigitalMarketing #Advertising #Privacy #Cookies #Google #UKRegulations #UserChoice Excellent article from Patience Haggin at The Wall Street Journal

Google's Policy Shift: A New Era for Digital Advertising Google's recent announcement regarding #thirdparty cookies has sent ripples through the digital advertising industry. Rather than eliminating these cookies entirely, as initially planned, Google has opted for a more user-centric approach. The company will introduce a new framework that empowers users to exercise greater control over their privacy settings across Google's search products. This strategic pivot represents a significant departure from the original trajectory and is expected to have profound implications for the #advertising ecosystem. By granting users more agency over their data, #Google aims to address growing privacy concerns while also seeking to balance the interests of advertisers and publishers. The industry is now faced with the challenge of adapting to this new landscape and exploring alternative strategies for targeted advertising. #Privacy #Consent

Third time is the charm? Google announced yet another delay (3rd time) in its plan to phase out third-party cookies on Chrome, marking a significant pivot in the timeline for digital marketing landscapes. This decision underscores the intricate dance between advancing privacy measures and preserving the vitality of the ad tech ecosystem. The ongoing saga serves as a critical reminder of the importance of collaboration and flexibility within the ad tech community. These changes will undoubtedly shape the strategies and technologies that define the next chapter of digital marketing. It is vital that we keep vigilant as changes go into effect. #DigitalMarketing #AdTech #Privacy https://lnkd.in/gRpEN-gb

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

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

Third party cookies? Good bye👋😅😔 Google is phasing out third-party cookies in Chrome in 2024, and this is huge for our industry. Here are some thoughts: 1. Privacy vs. Personalization: Chrome will limit data sharing, enhancing user privacy. But, this means ads might get less relevant. 🛡️🎯 Imagine being in a happy marriage and seing an ad of a dating app😵 2. Monopoly Concerns: With over 63% global market share, and even higher in Europe (64.19% on desktop, 56.49% on mobile, and 48.07% on tablets), Google's move has advertisers worried about a potential monopoly in ad tech. The EU is already on it with ongoing investigations. 🕵️♂️💼 3. Impact on Ad Sales: This change is set to roll out fully by the end of Q4, coinciding with the peak ad sales season. Talk about timing! ⏰💰 Basically advertisers will have to launch campaigns in the highest season in the dark or almost. Will we have Performance Max 2.0 campaigns in Google Ads with even less data to control them? 4. User Awareness: Most users aren't fully aware of these changes. It's our job to educate and adapt. 🙋♂️📚 Probably even more website they will ask you to login to read their content from bow on.. Alternatives? Some suggest switching browsers like Microsoft Edge to diversify ad exposure. But let's face it, that's not a simple ask for the average user. 🔄 Am I missing something? What's your though on these?👇 Credit to Morning Brew for this awesome video summing this up. #DigitalMarketing #GoogleUpdate #AdTech #PrivacyFirst #MarketingStrategy #ChromeCookies

🚨 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

It’s actually a good thing that Google is not deprecating Cookies in Chrome anymore. Cuz too many companies have jumped on this bandwagon to sell their own solutions! Yet almost all of them missed the point of addressing the fundamental challenge of TARGETED ADVERTISING without cookies (Yes, it's possible and is definitely not a hack). Olivia Kory was right about this back in 2023 You’ll immediately encounter the following If you dare to book a meeting: - Buzzwords like cookieless & privacy first - Misuse of the term “Incrementality” - Reducing the ecosystem down to an Ad Network All such players offer standalone solutions failing to consider the interconnectedness of different advertising players (publishers, advertisers, ad tech platforms, etc.). Be prepared as Google will surely phase out Cookies (eventually). I’ve covered how to prepare for it here: https://lnkd.in/eEYyiiMB