If you were an advertiser or marketer in 2020, you probably know about Google’s cookieless decision then. The company announced that it had plans to phase out third-party cookies.
Since cookies are key for advertiser tracking and targeting, that threw many into a panic. Marketers have since been scrambling for ways to prepare for a cookieless future.
Fast forward to today and Google has just announced that its original plans to go fully cookieless are no longer true.
So what are marketers or business owners supposed to do next? What does that mean? Let’s take a look at what we know and can already answer!
What exactly did Google say?
First, let’s clarify what was stated by Google’s VP for the Privacy Sandbox, Anthony Chavez. You can read the full text of his announcement in the link we provided earlier.
If you want the gist, though, it’s that third-party cookies are no longer going away. The way he phrased it doesn’t mean they’re going to be there for everyone, however.
Here’s the key part to consider, quoted verbatim:
“In light of this, we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”
The words to focus on here are probably “user choice”. Google hasn’t stated all of the details on how this will be implemented.
Still, we can already imagine solutions like opt-in or opt-out prompts on Chrome, which would certainly give users critical choices for cookies and tracking.
What does this mean for an advertiser or marketer?
For now, our data on this is limited. However, most people in the digital marketing space have reacted to this Google announcement with cautious optimism.
Most of us have a digital advertising strategy that can only benefit from continued access to third-party data, after all. Ad targeting strategies certainly work better with this and hit relevance targets better with this data.
So, the knowledge that this data isn’t going away can seem like a relief for marketers. That being said, it’s important to retain some caution here.
After all, Google hasn’t stated that privacy and data protection is going away. As we highlighted earlier, it’s even made a point of highlighting user choice.
If opt-in or opt-out settings become the replacement, marketers now need to think about that instead. How can you encourage your audience to opt into cookies? How can you provide enough value to make them consider not opting out?
Monitoring user preferences will continue to be a key step for marketers. The same goes for making targeting and optimisation more effective.
How will this affect businesses’ marketing strategies?
If you’ve been doing a lot to prepare for a cookieless future, rest assured: your efforts haven’t been in vain!
Even in a world where third-party cookies remain, investing in multichannel efforts and first-party cookie collection (which you’ve probably done) is valuable.
Remember that the option to opt-in or out of cookies may nonetheless lead to a lot of third-party cookies being lost. It’s a possibility worth preparing for – and if you’ve been doing your due diligence thus far, you’re probably not too badly positioned right now.
Continue to collect first-party data. Continue building and better targeting your audience. Continue leveraging whatever third-party cookies you can use. Every tool counts when it comes to digital marketing!
Get help recalibrating your marketing strategies
While we don’t think anyone should make panicked responses to Google’s latest announcement, it’s never a bad time to do a marketing assessment. It’s a great way to figure out if there are things you can do better or if you’re on the right track.
To that end, reach out to us if you need help. We can not only evaluate your marketing plans but also pinpoint areas for improvement or optimisation.
Talk to us today and we can see if you need to recalibrate anything in your marketing or advertising schemes. We’re always happy to chat about businesses’ digital marketing needs!
Since mushroom coffee blends ground coffee beans with caffeine-free mushroom powder, it contains less caffeine than regular coffee. For instance, a cup of brewed coffee has 96 milligrams of caffeine. In contrast, Ryze mushroom coffee has around 48 mg of caffeine per cup.Since mushroom coffee blends ground coffee beans with caffeine-free mushroom powder, it contains less caffeine than regular coffee. For instance, a cup of brewed coffee has 96 milligrams of caffeine. In contrast, Ryze mushroom coffee has around 48 mg of caffeine per cup.
also read : https://gbmushrooms.net/mushroom-coffee/
Long wallets provide handmade men's leather wallets in Australia superior function and capacity compared to regular bifolds or trifolds, and so are counted among the top choices for the wealthy. Igor Monte is the co-founder of Von Baer. He's an expert in all things premium leather, from being an end-user right up to the design and manufacturing process
To properly maintain a grill in proper outdoor grills working order, do a thorough deep clean at the beginning and end of each grilling season, or at least once a year if you grill year-round. Use warm or hot, soapy water and a stiff nylon brush or fiber scrub pad.