Hot news in the world of Google! In response to ongoing and growing privacy concerns, Google Chrome is updating its approach to user data by phasing out cookies for 1% of its users. Starting today, January 4th, a trial run of Google’s Tracking Protection feature is live, signaling a major change in online advertising. Eventually, this feature will remove website access to third-party cookies by default. The 1% of participants will be randomly selected and receive a notification upon opening Chrome on either a desktop or Android device.
In case you missed it – cookies are small files storing users’ browsing data, which informs personalized advertising.
Ongoing cookie deprecation enhances consumer data privacy, but forces marketers and paid media agencies alike to adapt their media strategies, potentially shifting towards first-party data, contextual advertising, consent-based tracking, and other measurement solutions.
This is Only the Beginning
We will continue to monitor the Google Chrome cookie phase-out, modifying data strategy and measurement tactics as applicable. More specifically, we’re keeping an eye on how other digital platforms that solely rely on pixels will adapt their tracking solutions. With other web browsers taking very different approaches to privacy-preserving technologies, we’re also eager to see if the measurement ecosystem will become less fragmented.
Proactive Paid Media Tactics: How We’ve Helped Clients Prepare
Marketing Doctor has been helping our clients prepare for the “cookie crumble” for years. Here are some of the actions we’ve taken to fortify our campaigns ahead of the changes:
- Implementing privacy-preserving tracking tech where available
- Reviewing and rolling out new settings that digital and social media platforms release in preparation for cookie signal depreciation
- Introducing cookie-less tracking solutions as early as 2020 (e.g. Meta’s Conversions API)
- Encouraging clients to test and participate in the feedback loop of alternative targeting solutions: e.g. first-party data, contextual placements, and third-party audience segments via programmatic media.
- Applying all signal-preserving features across Google Analytics 4 accounts
- Using Offline Conversion Tracking via CRM and CDP integrations, especially for industries with longer sales/decision-making cycles
- Adopting long-term first-party data segmentation strategies as a way to share reliable audience signals with ad platforms to use in ad delivery
Are you in search of a media partner who is on top of these changes? Contact us today!
Hot news in the world of Google! In response to ongoing and growing privacy concerns, Google Chrome is updating its approach to user data by phasing out cookies for 1% of its users. Starting today, January 4th, a trial run of Google’s Tracking Protection feature is live, signaling a major change in online advertising. Eventually, this feature will remove website access to third-party cookies by default. The 1% of participants will be randomly selected and receive a notification upon opening Chrome on either a desktop or Android device.
In case you missed it – cookies are small files storing users’ browsing data, which informs personalized advertising.
Ongoing cookie deprecation enhances consumer data privacy, but forces marketers and paid media agencies alike to adapt their media strategies, potentially shifting towards first-party data, contextual advertising, consent-based tracking, and other measurement solutions.
This is Only the Beginning
We will continue to monitor the Google Chrome cookie phase-out, modifying data strategy and measurement tactics as applicable. More specifically, we’re keeping an eye on how other digital platforms that solely rely on pixels will adapt their tracking solutions. With other web browsers taking very different approaches to privacy-preserving technologies, we’re also eager to see if the measurement ecosystem will become less fragmented.
Proactive Paid Media Tactics: How We’ve Helped Clients Prepare
Marketing Doctor has been helping our clients prepare for the “cookie crumble” for years. Here are some of the actions we’ve taken to fortify our campaigns ahead of the changes:
- Implementing privacy-preserving tracking tech where available
- Reviewing and rolling out new settings that digital and social media platforms release in preparation for cookie signal depreciation
- Introducing cookie-less tracking solutions as early as 2020 (e.g. Meta’s Conversions API)
- Encouraging clients to test and participate in the feedback loop of alternative targeting solutions: e.g. first-party data, contextual placements, and third-party audience segments via programmatic media.
- Applying all signal-preserving features across Google Analytics 4 accounts
- Using Offline Conversion Tracking via CRM and CDP integrations, especially for industries with longer sales/decision-making cycles
- Adopting long-term first-party data segmentation strategies as a way to share reliable audience signals with ad platforms to use in ad delivery
Are you in search of a media partner who is on top of these changes? Contact us today!
