Google Says it Won’t Use New Ways of Tracking You as it Will Phase Out Browser Cookies for Ads by Early 2022
Are you Prepared for the Changes?
On Wednesday Google clarified its plans for targeted advertising, promising not to use other ways to “track” users around the internet after it ends support for cookies in Chrome by early 2022. The company said in a blog post it will only use “privacy-preserving technologies” that rely on methods like anonymization or aggregation of data. Google announced plans in January 2020 to end support for third-party cookies, which fuel much of the digital advertising ecosystem, in its Chrome browser within two years.
There is Still Time to Get Prepared for The Future of Digital Marketing
Plotting a future without 3rd Party cookies is not something that is catching Ntooitive or the broader Digital Advertising Industry by surprise. For some time now the Advertising Technology sector has been working on user and performance tracking methods that do not Rely on 3rd Party Cookies. At Ntooitive we have these capabilities in place and utilize them daily on hundreds of campaigns.
What did surprise many is Google’s Statement that they will not be replacing 3rd Party Cookies with another unique identifier for users. As Google is responsible for a major share of advertising placements across the internet, this decision will affect how every digital marketer and business targets and tracks performance on their advertising spend. Fortunately, there is still time to prepare for these changes and we are here to ensure you are ready.
How We Can Help
We have been preparing for this at Ntooitive for some time and have the capabilities to effectively Target, Track and Optimize digital marketing beyond these changes.
The removal of 3rd Party cookies from the Chrome browser will significantly change the scale of behavioral targeting segments that are heavily utilized to target users based on their Age, Demographics, Location, Buying Behavior and Interests. However, 3rd Party Cookies are not the only criteria used to target advertising in this way. Here are our initial recommendations to help ensure a smooth transition into the coming changes in 2022.
Maximize Your Use Of 1st Party Data Off and Online
Review Your Selected Geographic Targeting
Avoid Niche Audience Segments and Optimize To Niche Content Targeting
3rd Party pixels do play a role in attribution, reporting and performance measurement. There are 2 Key areas that we will see reduction in visibility: View-Through attribution and attachment of Personally Identifiable Information (PII) to conversions. To compensate for these items, we will be emphasizing and expanding the importance of signals that showcase the performance of users that are exposed to Ads but take a path to conversion without clicking the Ad.
Brand Lift Signals
Google My Business Lift
Branded Keyword Increases
Brand Lift Studies
The Federated Learning of Cohorts (FLoC) is a privacy-focused solution intent on delivering relevant ads “by clustering large groups of people with similar interests”. Accounts are anonymised, grouped into interests, and more importantly, user information is processed on-device rather than broadcast across the web.
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