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Jul. 19, 2024 Source: C.O.nxt In April 2024, Google announced the deprecation of third-party cookies was delayed again until mid-2025. This move, intended to protect users' privacy, has prompted a seismic shift in the digital advertising landscape, one Google--which represents a staggering 63.6 percent of internet users--wants to make sure they get right. Recently, Charleston Orwig Collective Media Director Amanda Janssen-Egan appeared on the State of the Plate podcast to discuss the transition and how advertisers will have to operate differently once the cookies crumble. Read on for a summary of the conversation, and be sure to listen to the entire discussion wherever you listen to your podcasts. What's the Latest? In early 2024, Google introduced a new browser feature called Tracking Protection, which, when activated, will cut off a site's access to third-party cookies. Initially, the Tracking Protection feature is being tested with 1% of Chrome users globally, chosen at random. Those in the test group are greeted with the option to "Browse with more privacy" upon opening Chrome on desktop or Android devices. This marked the start of a gradual rollout, which originally aimed to fully phase out third-party cookies by the end of 2024. However, these initial tests did not meet U.K. regulatory standards. The latest delay will allow Google, industry partners, and regulators enough time to work through a laundry list of concerns. The Shift for Advertisers. This latest delay does not mean digital advertisers should stand by and wait. It provides advertisers and industry partners more time to fine tune their cookie-less strategies. Advertisers must now embrace a multi-layered approach to reach their target audience. And it will be important to test, test, test, and optimize accordingly. You can't make a cake using just flour. You need other ingredients like eggs, sugar, baking powder, butter, milk, oil, and more. Similarly, the new digital landscape will require a mix of contextual targeting, audience predictive modeling, leveraging first-party data for addressable targeting, look-a-like audience targeting, and leveraging machine learning for optimal ad placements based on relevant keywords and content. These are just some of the ingredients that could make up the perfect digital advertising cake. To read the entire report click here. Tweet |
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