Issue #104: Ad Biz. Beyond 3rd-Party Cookies

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I think it’s high time we talk about Google’s cookieless world and what it means for your daily ad business. Let’s dive right in.
🚨How the Ad Marketers are Looking to Cope with No Cookies🍪
Google has announced, that beginning early 2024, it will be turning off third-party cookie support for 1% of its users worldwide.
If you’re one of them, you will see the option to “browse with more privacy” when you open Chrome on a desktop or Android.
However, not everyone’s on board with it, especially marketers.
44% of marketers feel they’ll have to increase their marketing spend from 5% to 25% in order to make similar gains before the cookie-less Chrome, despite Google’s diligent efforts to ensure data privacy.
So, where does that leave us?
For starters, it’s not the end of digital marketing. There are still a lot of alternatives out there. Even Google itself has recommended a few.
Here’s how your agency should navigate its way around the 3rd party cookie loss:
  1. First-Party Consumer Data: Rich insights about subscription data, purchase data, data from phone calls, etc. fall under this category. In other words, BUILD YOUR LIST. Use these data points to personalize experiences and drive more revenue from every dollar you spend.
  2. Protected Audience API: This is your gateway to amping up your remarketing game with custom audience solutions. You can still engage with site visitors without identifying their behavior on a personal level. Here’s how it works:
Google’s Topic API: Google Privacy Sandbox, an open-source initiative, will also be releasing Google Topics API where your browser will recommend relevant ads to your audience based on the topics they follow. For instance, if plumbing is a topic your customers follow, then you can still make the most of the dollars that you’ve invested in the plumbing marketing budget.
With all being said and done, most advertisers understand that one can only go so far with the data tracking!
So what’s the golden nugget?
As a brand, establish a relationship that adds value to your customers and encourages them to come back to you everytime there’s a problem. They’d be even willing to share their personal data with you, despite privacy controls in place.
Until next week,
CEO & Chief Wizard