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Today, Google is releasing a new browser feature called Tracking Protection, which will cut off site access to third-party cookies. Tracking Protection will be activated for 1% of a randomly selected group of Chrome users globally, marking the first notable step toward third-party cookie deprecation this year. 🍪 Jeremy Haft shares his thoughts on the potential impact on the digital ad landscape: "Should Google move forward with deprecating third-party cookies, it will substantially impact both ad tech providers and advertisers who will once again have to navigate and innovate to win. I believe this to be very dependent on how this 1% deprecation test will impact Google’s ad revenue. If it takes a hit, we could see further delays in the full rollout based on their current timeline." ➡️ Check out the AiThority.Com piece for his full commentary https://bit.ly/41LGcou #DigitalRemedy #PerformanceMarketing #Google #Cookies #Cookieless #ConsumerPrivacy #DataPrivacy #Advertising #Media

This is pretty fascinating evolution within adtech. There's no doubt that Google's deprecation of 3rd party cookies has cascading effects, but I've been digging deep into what is turning out to be an unbelievably technical rabbit hole, and this article speaks to the latest chapter of this saga. Long story short, Google split off 1% of Chrome traffic to test their new Privacy API's (there are 3.) These are their alternative to 3rd party cookies. They let all the big adtech players into their sandbox to get their feedback, and their report (linked in the article) is damning. Google wants to choke competition, and will probably be forced to make concessions so that auctions can function...but we don't know exactly what that will look like yet. More to come! 1st party cookies, including standard event tracking (which are used for things like CPA optimization), are not going to be affected, so a lot of the fear mongering is for naught. Plenty of 3rd party data (read: targeting parameters) will disappear, for better or worse (definitely better for privacy advocates.) https://lnkd.in/ggdUThtt

Cookieless future is no longer cookieless? 🍪 Google made a full U-turn with a surprising announcement on Monday that it won't be deprecating cookies in Chrome. What does it mean for the industry and what should advertisers do? 👀 Find the answers in our latest post. 👇 https://lnkd.in/g4m9NMVR #cookies #Google #cookielessfuture #advertising

After delaying its self-imposed deadline to drop cookies on Chrome twice, Google announced it will push its cookie deprecation deadline for the third time after promising it wouldn’t. Check out why they did this! #ATDPartners #advertising #Google #Cookies #CompetitionandMarketsAuthority #DigitalAdvertising 

📖 Read our latest article "𝐂𝐨𝐨𝐤𝐢𝐞𝐬 𝐃𝐞𝐥𝐚𝐲 ‘𝐁𝐨𝐧𝐮𝐬’: 𝐓𝐡𝐢𝐬 𝐢𝐬 𝐭𝐡𝐞 𝐓𝐢𝐦𝐞 𝐭𝐨 𝐓𝐡𝐫𝐢𝐯𝐞 𝐢𝐧 𝐂𝐨𝐧𝐬𝐞𝐧𝐭𝐥𝐞𝐬𝐬 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠".   ⌛️ Take advantage of the extra time Google has provided, due to the delay in third-party cookie deprecation, to prepare for the upcoming changes. 🔍 Discover insights into the market’s shift towards increased privacy awareness, understand the differences between consentless and cookieless advertising, and explore the opportunities these changes have to offer.   #OptOutAdvertising #CookieDeprecation #Consentless #Cookieless #OnlineAdvertising #Innovation

This article from Forrester got me thinking. What actually makes a good advertising experience? The authors make the point that… “Partnering uncritically with Google at the expense of other initiatives further strains the value exchange between brands and consumers.” When browser histories are cleared and cookie caches are emptied—that’s a vote. A vote for less retargering and less “personalization”. A vote for a better experience. A relevant experience. Instead of continuing with the status quo, the authors recommend testing and learning from #contextualtargeting and developing direct #retailmedia relationships among a few others. Give it a quick read and let me know what you think. 🤔

How Do Google's Revenue Margins Influence Your Advertising Strategy? Google’s revenue margins vary significantly across its platforms: 10% for Network/Display, 15% for YouTube, and a whopping 55% for Search. This disparity highlights why Google's Privacy Sandbox, which is Google's solution to phasing out third-party cookies, may not be as concerning for the tech giant. Despite its challenges for advertisers, Google benefits by nudging them towards its higher-margin products. But what does this mean for the future of online advertising and web publishing? Advertisers may find it increasingly difficult to reach their target audiences effectively, prompting a shift towards more reliable, higher-margin Google platforms. Publishers face monetization challenges, potentially leading to a web where quality content reigns supreme as advertisers prioritize well-known sites to find their audience. This evolving landscape begs several questions: How will these changes affect your advertising strategies? What steps can advertisers and publishers take to adapt to this new norm? I'm eager to hear your thoughts and predictions.

Seb Joseph collates the unfiltered views of Ad execs in Digiday on the long-awaited "death" of the cookie. Time is up - it has officially begun. 🍪🚫 For years now the industry has been talking on the upcoming removal of cookies and, as of today, Google's Privacy Sandbox project kicked off the turning off of cookies for about 30 million Chrome users. Instead of traditional cookies, Google Chrome browser is adopting new tools, categorising users into "Ad Topics" without revealing personal identities. 🌐🔒 Will this be a positive change for the industry? Find out what our clients multilocal, esbconnect, Preciso, Brand Metrics and GumGum think and let us know your thoughts below... https://lnkd.in/e-5ePfmG #Google #PrivacySandbox #InternetPrivacy #Cookies #TechNews

The demise of the third-party cookie has been brewing for years, and in 2024, it's finally hitting the oven. Google's phase-out of these trackers in Chrome, the world's most popular browser, marks a seismic shift for the advertising industry. But y’all this isn't the apocalypse, it's an evolution. Instead of clinging to the comfort of cookie-based targeting, let's see this as an opportunity to embrace a privacy-forward future. Familiar pathways may shift, but with adaptability and foresight, we just might have something even better. Okay, a couple things to think about here: 1. Embrace First-Party Data: Your own customer data is critical, and you just may have to work a little harder to make it gold. Invest in building strong first-party data strategies. This includes collecting opt-in email addresses, website analytics, customer surveys, and loyalty program information. Leverage this data to personalize experiences, segment audiences, and measure campaign performance. Remember, quality first-party data will beat out that crummy (sorry, had to) third-party data any day. 2. Contextual Targeting: Instead of tracking individuals, focus on the context of their browsing activity. Align your ads with relevant website content and user interests. This builds trust and resonates better with privacy-conscious consumers. Think "sports fan reading an article about baseball bats" instead of "32-year-old male who visited five sports websites." 3. Privacy-Centric Solutions: Explore alternative targeting methods like Google's Privacy Sandbox initiatives, contextual solutions, and data clean rooms. These technologies allow for effective advertising while respecting user privacy. While there's no one-size-fits-all solution, experimenting to find out what’s best for your brand might be a little time consuming, but  ultimately will be better all around. 4. Build Consumer Trust: Transparency and user control are crucial. Be upfront about how you collect and use data, and give users clear options to manage their privacy preferences. Building trust will not only safeguard your brand reputation but also encourage opt-in data sharing, further enriching your first-party trove. 5. Focus on Customer Value: No brainer here, people, but I’m going to say it anyway. Ultimately, great advertising is about providing value to consumers. Relevant and engaging ad experiences that resonate not only drives conversions but also fosters brand loyalty in a landscape where privacy reigns supreme. The death of the cookie may seem scary – hey I’m anxious, too! But how many times do we get an opportunity for full reinvention? By embracing first-party data, contextual targeting, privacy-centric solutions, and a customer-centric approach, we can not only survive but thrive in this new era. #advertising #marketing #ads #googleads https://lnkd.in/eVzvnxtU

Keeping your audience’s privacy top of mind? Very demure, very mindful. ✨ With Google's recent announcement empowering users to make informed choices about their online browsing, brands must adopt a privacy-first approach to stay competitive & relevant. Learn how you can also be very respectful, very engaging with your ads: https://hubs.li/Q02HXndz0  #ContextualAdvertising #Cookies #PrivacyFirst #Google #AdTech