Times Internet’s Post

This is certainly a change in direction from Google. A lot of time and energy was spent in the marketing and MarTech space planning for this change for it to seemingly be all for naught. However, the conversation it drove around first-party data was an important one, and one that I think ultimately benefits marketers and customers in the long run. #customerexperience #firstpartydata #marketing #martech

Google announcement today for marketers: What does Google’s U-turn on third party cookie mean to marketers and users? 𝐆𝐨𝐨𝐠𝐥𝐞'𝐬 𝐏𝐫𝐢𝐯𝐚𝐜𝐲 𝐒𝐚𝐧𝐝𝐛𝐨𝐱 𝐈𝐧𝐢𝐭𝐢𝐚𝐭𝐢𝐯𝐞 𝐀𝐧𝐧𝐨𝐮𝐧𝐜𝐞𝐦𝐞𝐧𝐭: Google's #PrivacySandbox initiative marks a significant shift in managing #thirdpartycookies, emphasizing enhanced user privacy while maintaining #onlineadvertising effectiveness. 🌟 Instead of outright eliminating third-party cookies, Chrome will introduce a user-choice model, allowing individuals to manage their privacy settings across all web browsing activities. ❓ This approach provides more control but can be complex for less tech-savvy users, potentially leading to confusion and inconsistent privacy settings. 𝐈𝐦𝐩𝐚𝐜𝐭 𝐨𝐧 𝐔𝐬𝐞𝐫𝐬: 👍 Users gain greater control over their data, improving their ability to protect their #onlineprivacy without compromising access to ad-supported content. 👍 The Privacy Sandbox APIs offer privacy-preserving alternatives, ensuring users' personal information is safeguarded while allowing for relevant and #targetedadvertising. ❓ Challenge: The transition might initially disrupt user experience as they adjust to new privacy controls and settings. 𝐈𝐦𝐩𝐚𝐜𝐭 𝐨𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬: 🌟 For #marketers, this transition necessitates adapting to new technologies and approaches that prioritize #userprivacy. 👍 The Privacy Sandbox APIs provide tools that help maintain the efficacy of #digitaladvertising without relying on invasive tracking methods. ❓Challenge: Marketers will need to engage with these new technologies to continue reaching their audiences effectively, ensuring compliance with evolving privacy standards while driving business growth.This shift could lead to increased costs and significant adjustments in marketing strategies and tools. 𝐎𝐯𝐞𝐫𝐚𝐥𝐥 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: 👍 Overall, the Privacy Sandbox initiative represents a positive step towards balancing user privacy and effective #digitalmarketing. 👍 By giving users more control over their data, it promotes a more transparent and secure online environment. ❓The transition comes with challenges, such as potential user confusion and increased costs for marketers adapting to new technologies. 👍  While there are downsides, the initiative encourages innovation in privacy-preserving #advertising methods, which could ultimately lead to a more sustainable and trustworthy digital ecosystem for all parties involved. Want to stay updated with latest Digital Marketing, Marketing Analytics and Marketing AI trends? 👉 Follow me at https://lnkd.in/g5auf9kv #MarketingAI #MarketingAnalytics #Analytics #DigitalTransformation #SalesAnalytics #LeadGeneration

Once upon a time, cookies (not the tasty kind 🍪) tracked user patterns, behaviors, and preferences. As analysts, we cherished these tasty morsels of data, helping them understand and target audiences. But, as privacy laws evolve, times are changing! 🌪️ With third-party cookies being phased out, marketers are increasingly adopting privacy-focused solutions like Google's Privacy Sandbox! Google Privacy Sandbox will be a collection of privacy-focused technologies aimed at preserving user data while providing valuable insights to advertisers and marketers. Some of the key components that will shape the future of data-driven marketing include: 📍 Private State Tokens: Helping websites distinguish real users from bots without compromising identity. 📍 Topics: Browser-inferred categorization of user interests based on browsing behavior. 📍 Protected Audience: Secure sharing of first-party audience data between advertisers and publishers. 📍 Attribution Reporting: Measuring ad performance and cross-site tracking without third-party cookies. 📍 Fenced Frames: Isolating third-party iframe content while enabling communication. 📍 Federated Credential Management: Allowing users to securely share credentials across websites. Google Privacy Sandbox is expected to begin gradually phasing out support for third-party cookies in Q3 2024, with Chrome deprecating third-party cookies for 1% of users globally in March 2024. Based on my research, this will indirectly impact analytics, as the marketing attribution approaches change. However, adobe analytics itself will not be directly affected. What do you think about the other changes we can see in marketing measurement because of this? #DataAnalytics #PrivacySandbox #GoogleAnalytics #DataPrivacy #DigitalMarketing

𝐄𝐱𝐜𝐢𝐭𝐢𝐧𝐠 𝐍𝐞𝐰𝐬 𝐟𝐫𝐨𝐦 𝐆𝐨𝐨𝐠𝐥𝐞!  Google is making changes to its strategy regarding third-party cookies in Chrome by offering users more control over their browsing preferences.  𝐊𝐞𝐲 𝐏𝐨𝐢𝐧𝐭𝐬: - Third-party cookies will remain active unless users choose to disable them. - Users will receive a one-time prompt to set their browsing preferences. - Google will continue developing Privacy Sandbox APIs and implementing new privacy measures, like IP address obfuscation in Incognito mode. 𝐖𝐡𝐚𝐭 𝐓𝐡𝐢𝐬 𝐌𝐞𝐚𝐧𝐬 𝐟𝐨𝐫 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬: - Continue using third-party cookies but prepare for user opt-outs. - Prioritize first-party data and explore Privacy Sandbox APIs 𝐅𝐨𝐫 𝐃𝐚𝐭𝐚 & 𝐌𝐚𝐫𝐭𝐞𝐜𝐡 𝐒𝐭𝐚𝐜𝐤𝐬: - This shift provides more time to adjust to a cookieless future. - Consider a hybrid approach combining third-party cookies with privacy-preserving technologies. - Investment in consent management platforms will be beneficial for adapting to these changes. #Google #PrivacySandbox #Marketing #DataPrivacy #Martech #DigitalMarketing

Google's latest announcement to maintain third-party cookies (while introducing user choice) marks a significant pivot in their Privacy Sandbox initiative. As a data scientist within marketing, this shift highlights the need for businesses to pivot towards robust first-party data strategies. Considering Google's pivot, here are three steps to move towards a future-proof strategy. 1️⃣ Privacy first data collection With regulations like GDPR and more to expect from the European Union, relying on third-party cookies will become increasingly unsustainable. Even with Google holding on to third-party cookies. First-party data collection gives full control to respect user privacy and ensure compliance. 2️⃣ Data utilization The main question here: are you leveraging your first-party data to its full potential? And of course, within the limitations of legislation. Some examples to utilize first party data (from a data scientist POV) with the right level of consent: 📈Predictive Customer Lifetime Value (pCLV) Are you predicting and maximizing CLV? Understanding which customers are the most valuable helps to tailor marketing efforts. 🗂️ Customer Segmentation Do you have a clear grasp of the different segments within your customer base? Effective segmentation allows for more personalized and impactful marketing. 3️⃣ Future-proofing your long-term strategy Investing in first-party data solutions not only aligns with current privacy standards but also prepares your business for future regulatory changes and shifts in technology. In the end, these three steps will be a continuous feedback loop as both tech providers and legislators will change their approach over time. By focusing on these areas, you can ensure that your marketing strategies remain effective and compliant, even as the digital landscape evolves. Learn more about Google's Privacy Sandbox update: 🔗 https://lnkd.in/epCgdNn7 #DataScience #Marketing #Privacy #FirstPartyData #CustomerInsights #Google #ThirdPartyCookies Merkle Nederland dentsu Benelux

🌐 Google's Update on Cookie Deprecation 🌐 Google has recently announced that they will postpone the deprecation of third-party cookies in Chrome, providing a much-needed reprieve for advertisers and marketers. This move allows the industry more time to transition to Privacy Sandbox technologies and develop alternative solutions that respect user privacy while maintaining the effectiveness of digital advertising. At M1 Data & Analytics, we understand the significance of this announcement. It offers a unique opportunity for businesses to continue leveraging data-driven strategies while preparing for a cookie-less future. Our services, like #SmartPiXL and #LocationIQ, are designed to help you navigate these changes seamlessly, ensuring that your marketing efforts remain impactful and compliant. 👉 Read more about Google's announcement below. As always, we're here to support you in adapting to these industry shifts. Feel free to reach out to learn how we can assist you in optimizing your data strategies. Gregory Ashe Russell Gentry Christopher Belleperche Michael Muller Rob Volatile, Jr. Scot Eisenfelder #DigitalMarketing #DataPrivacy #Advertising #M1Data #SmartPiXL #LocationIQ

The cookieless future is fast approaching. This decision by Google, sparked by very real privacy concerns, removes a key personalisation capability for advertisers: third-party cookies. To counteract this, Google has been building a series of tools to replicate their functionality, and today we’re going to dive into one of them: Google Topics API.

What do you make of Google's recent decision to keep cookies? Read our recent blog post to learn how to turn this announcement into an opportunity to innovate, adapt, and prepare for a privacy-first future. https://lnkd.in/gKXMMhHx #cookies #adtech #dataprivacy

Google are no longer deprecating third-party cookies, and Google Chrome users will instead have the option to make an informed choice that applies to their web browsing. Check out the insights on what this news means for the industry from leaders including Filippo Gramigna, Onetag co-CEO, in ExchangeWire: https://lnkd.in/g2HKd5x3 The message is clear: we need to continue to transform to a more user-centric, privacy-compliant and interoperable ecosystem, enriched by addressable and contextual signals. Smart Curation platforms are perfectly positioned as one of the leading solutions. #Privacy #DigitalAdvertising #Onetag #UserConsent #DataControl #Innovation #Cookies #SmartCuration

Yes! Google has cancelled their plans to deprecate third-party cookie deprecation but NO this doesn't change our advice. The path to privacy-centric marketing remains unchanged. Read Incubeta's latest article to understand better why it's crucial to stay focused on privacy-first strategies. From Consent Mode to first-party data, we unpack how you can navigate the evolving landscape and support you to continuously drive performance. #DigitalMarketing #PrivacyFirst #MarketingStrategy