Gig Connects’ Post

Despite the deadline being pushed back we're starting to see some big publishers testing Google's Privacy Sandbox... Yahoo Advertising being the latest. The reality of cookieless advertising is inching forward - how confident are you that you're ready for it? 🍪❌ https://lnkd.in/ewV-ZMYU #google #privacysandbox #yahoo #advertising #ssp #dsp #3rdparty #cookies #digital #marketing #ads #martech #CMA #IAB #cookieless #attribution

This is worrying. I like the cookie, I believe they were an elegant solution - and they still will be in the 1PD world. However, as the article rightly points out, once Chrome releases whatever consent mechanism they will deploy, we’re going to see a big or dramatic drop-off in available cookies. Now is not the time to lose focus, now is the time to invest in exploring the new and not so new solutions for both targeting and measurement. Thoughts?

Some really exciting stuff happening in the Ad & tech industry! The new announcement from Microsoft on the Privacy-preserving API only made me more curious about it and I look forward to getting to the details, probably during the Microsoft Partner events at #adtechDelhi #adtech2024 #adtechindia The new privacy-preserving ads API that is based on Google Chrome's PA API, but with some important enhancements that make it more efficient and flexible. The Edge Ad Selection API (ASAPI) is a browser platform feature that enables relevant ads to be shown to users without relying on third-party cookies or other cross-site tracking identifiers. It also has strong privacy protections built into it, such as K-anonymity, differential privacy, and data processing in Trusted Execution Environments (TEEs). Some of the key advantages of ASAPI over PA API are: - ASAPI supports multi-size and multi-slot auctions, which allows for more diverse and optimal ad placements. - ASAPI allows for ad creatives to be dynamically updated, unlike PA, which requires them to be pre-loaded when the interest group is set. - ASAPI is compatible with PA in terms of features and syntax, which makes it easy for adtech, publishers, and advertisers to adopt if they have already integrated with PA. - ASAPI only runs in TEEs and has no on-device component (to start), which reduces latency and security risks. https://lnkd.in/gD5knkh8

"Publishers are now paying the price for joining the programmatic open marketplace – an ecosystem where the lowest common denominator has defined the environment and made it necessary for buyers to use checks and filters to protect their investments." "Undoubtedly, the solution [...] is a cleaner, monitored, exclusive and high-quality media environment where fraud, viewability, brand safety and data are addressed consistently." "There is an opportunity for a disruptive, high-quality, category-wide alternative, but media brands won’t win this challenge by shuffling the same old cards and being reactive rather than proactive. A unique opportunity may have already started slipping away." February 2024? No, it was April 2019, almost 5 years ago. It is frustrating to realise how much time has been wasted. While some media owners have looked into the future and are in a comfortable position, many more could have used this time rebuilding the foundations of their monetisation strategies and start their journey in the first-party web with much stronger foundations. Luckily, for those that survived, it is still not too late to work together and design and implement strategies that start from the audience and a compelling, diversified, value proposition. Quality advertising is a byproduct of the above. #media #advertising #marketing #monetisation #strategy #programmatic #adtech #content #cookieless #audience #data #firstpartydata #privacy #gdpr #identityresolution #publishers #privacysandbox #google #chrome #android #safari #apple #att #ios https://lnkd.in/dX2c8j6P

By handing responsibility to Chrome users to opt-in or opt-out of cookies, we shouldn't expect that they will behave any differently than they have historically. They will opt-out. So whether Google forces through deprecation or consumers choose to opt-out, the end result is the same; 3rd party cookies will disappear. What do you think? Is the value exchange going to be strong enough from websites on Chrome to get the necessary consent to keep the 3rd party cookie alive?

BREAKING THE GOOGLE CYCLE Many of the biggest internet businesses were built on paid search, back when it was cheap and expanding every day. But search has gotten progressively more expensive year after year, and search volume isn't growing anymore. Now, post-Covid economics have caused brands to retreat even further into Google in search of “safe” revenue, which has only driven CPCs higher. If over exposure to paid search as a channel is a growth problem for your brand we are putting on an event packed with content on how to turn this around. https://lnkd.in/dHcMxcfP

Google's shift on third-party cookies has left 88% of the digital advertising industry feeling uncertain, according to an IAB study. Originally set for 2022, the delays have sparked concerns about the future of privacy-focused advertising and left businesses in a tough spot after investing in cookieless strategies. While Google's emphasis on user choice is a step forward, the lack of clarity—especially regarding impacts on Android—complicates cross-platform planning and strategies. Navigating this evolving landscape will require adaptability and fresh approaches.

🤔 How do you feel about being 'Cookied'? Do you even notice it? 👏 As a marketer, I read this article https://lnkd.in/e5e59f5F by Ryan Barwick and was encouraged by Google's decision (which offers the best of both worlds, I guess...) 👉 Third-party cookies - or Re-targeting, isn't going anywhere soon, since Google has changed course from its plan to phase them out in Chrome. Cookies - which are small bits of code that advertisers use to track web visitors across the internet - represent a large percentage of the almost $200 billion ad-tech industry. 💻 However, in order to allow people to make their own choices across their web browsing, Google has an initiative called Privacy Sandbox, which preserves the mechanics of online advertising while protecting user privacy. ☕ To learn more about Google's decision and its impact, read up at Morning Brew. #advertisingtools #retargeting #googlepivots #cookiesstay #blackdogmarcom

Google will have to double the efforts on the efficiency of the Privacy Sandbox to make it a consistent option even if it isn't a direct replacement for cookies. Meanwhile, Publishers, Brands, E-commerce and Retail Data Strategy should be focused on maximizing 1st party data and machine learning, either for measurement, retargeting or prospecting new users! Gen AI could be the engine turbo to boost it! ;)

Google's recent decision to keep third-party cookies alive has sent shockwaves through the digital advertising industry. After years of signaling the imminent demise of cookies, the tech giant has abruptly reversed course, opting to give users the choice to enable or disable them. While this decision may offer short-term relief for advertisers heavily reliant on cookie-based targeting, it introduces significant uncertainty and complexity into the long-term outlook. Google's development of Privacy Sandbox, an alternative ad tech ecosystem, has been met with skepticism and limited adoption by industry players. With the cookie deadline extended, the urgency to invest in and adopt Privacy Sandbox solutions may diminish. As the industry grapples with this unexpected shift, it's crucial for advertisers to remain agile and explore alternative data sources, measurement solutions, and targeting strategies. While the future of digital advertising remains uncertain, one thing is clear: a cookie-less world is inevitable, and businesses must prepare accordingly.