Google aims at keeping the web and all its data private and secure for the users. To facilitate this, Google has announced plans that will block 3rd party cookie tracking on publisher sites over the next two years. Google intends to satisfy its users by providing data security whilst extending supportiveness to the publishers and is hence actively working on finding solutions for the challenges expected to affect the advertisers.
This action will bring many challenges to the advertisers and finding solutions to these challenges is something Google is actively working at.
Impact of this Action:
On the users-
Being users, we are always concerned about having more protection and control over shared data. Initial restrictions on 3rd-party cookies and only 1st-party data available for advertisers will ensure users’ control over the usage of data actively shared with companies.
Performance-based marketers and agencies use 3rd- party cookies in their day-to-day operations. Outdating 3rd- party cookies over time will require them to make notable changes to their marketing strategies. Google has assured marketers to find alternatives to track conversions and measure activity without the need for user data. Until these alternatives are discovered and in use, analysis for marketers will become a difficult affair and they will see a decline inefficiency.
On the whole, limitations will be put onto the ability to fetch and use third party data for your personal benefits.
A brand’s use of its own 1st-party data will be largely unaffected, except for the use of audience retargeting on the open web. If a user visits a website using a browser that doesn’t allow 3rd party tracking, the retargeting bid won’t be activated, and the retargeting could look like prospecting.
Unless a user is logged into the browser or has access to a newspaper site through a paywall, businesses or individuals into a programmatic activity that depends on 3rd- party data for making media buys will face limitations on the open exchange.
How can the impact be lessened?
Seriously considering contextual targeting and also understanding advertising products like YouTube, Discovery Ads or Search that do not rely on cookie-based audiences is of vital importance. It is also worth studying tools such as Salesforce Marketing Cloud that will help you reach your audience within logged- in apps such as Facebook, Pinterest, etc.
The time users spend switching between closed platforms and the wider internet has probably balanced your media strategy leaving it unaffected by the ever-changing open web. The evolution seen by the marketing industry has made us agile and experimental towards adapting to such sizeable changes accordingly.
If you anticipate being affected by this announcement, our experts are here for you. We will assist you to reframe your marketing mix and be ready for upcoming challenges.
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