Week 4 | April 2024
Times Internet for Marketers
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In-Depth
Google Privacy Sandbox recently extended its timeline for deprecating third-party cookies, postponing the Q4 deadline. However, the announcement didn't garner much excitement. Industry scrutiny and concerns persist regarding the proposed solutions. The delay acknowledges that preparing an alternative to cookies will take longer than anticipated. Google's acknowledgement of challenges in reconciling feedback from various stakeholders only scratches the surface of the problem.
Collaboration is the only answer: Testers have noted discrepancies between Google's decisions in the Chrome Privacy Sandbox and the Google Ad Management teams, leading to conflicting views on addressing concerns about potential anti-competitive behaviour. Google's complex approach to the Privacy Sandbox APIs adds further complexity. Developing a viable alternative to third-party cookies requires industry collaboration, with improved communication from Google's product and engineering teams. Ongoing collaboration and transparency are crucial for maintaining addressability for marketers without discarding important signals.
Reality check: Some argue that Google's decision to delay phasing out cookies, rather than being compelled to do so, provides a reality check. However, whether the deadline is set for Q4 2024 or left unspecified until 2025, the outcome remains unchanged: Third-party cookies will be deprecated to address privacy and regulatory concerns. This delay announced by the Chrome team doesn't impact the ongoing timeline of investigations. The industry still has until the end of June to continue testing and documenting concerns, allowing for the assessment of potential competition issues and impacts on publishers' revenue.
Innovation can’t wait: Privacy Sandbox concerns sparked Google's engagement, fostering collaboration and a commitment to solutions. Yet, the industry confronts a cookie-less future, obligated to voice opinions to the CMA by June's end. Regardless of Chrome's timeline, adaptation and innovation are vital. Stagnated innovation poses a greater threat than cookie deprecation. The industry has wrestled with this issue for too long. Neither Google's announcement nor the CMA's findings change the reality: time is running out for independent cookie solutions.
Industry News
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CleverTap has unveiled Clever.AI, its new AI engine, built on three key pillars: Predictive, Generative, and Prescriptive. Clever.AI enables brands to anticipate customer needs, create emotionally resonant content, and maximize conversions across the customer journey. Praised for its ease of use and versatility, Clever.AI has already optimized marketing campaigns for brands like TouchnGo, Swiggy, and Burger King.
Google Ads will start automatically pausing keywords with low activity. Keywords without impressions for 13 months will be paused, and if reactivated, may be paused again after 3 months of inactivity. Low activity refers to campaigns set up over 13 months ago with zero impressions in the last 13 months. This move aims to prompt advertisers to focus on keywords that deliver results. Previously, Google Ads began pausing ad groups with low activity in March.
A recent report by FT announced a collaboration with OpenAI, where FT's archives will be utilized to train AI models. FT will allow ChatGPT's creator to use its content to enhance generative AI, enabling the creation of text, images, and code resembling human work. Through this agreement, ChatGPT can offer concise summaries of FT articles with links to FT.com, facilitating access to FT's coverage for its 100 million users while maintaining the connection to the original content.
Shailesh Shekhar, with extensive experience in digital ventures for major media firms in India and Microsoft Start (MSN) globally, has been appointed as Chief Synergy Officer at the India Today Group. This marks his second stint with the Group, following a successful tenure elsewhere.