Joseph L. Dressler’s Post

Great insight as always Paul Bland. And importantly, a good amount of the articles being written about this are pointing in the direction of what an advertiser should really be focusing on - identity tactics, contextual targeting, and most importantly, MORE COMPELLING CREATIVE. Combining all three of these (not in isolation, but cross-pollinating each other) will mean cookies become a marginal part of the industry anyway. Good article here (https://lnkd.in/ek25tiR9). #dynamiccreative

Google announced: - They plan to keep 3rd party cookies running within the Chrome Browser - They will let users make an 'informed choice' that users change at any point to manage their privacy preferences - This will be through a "one-time prompt" for users to make their choice This proposal is being discussed with the CMA, ICO and industry My POV: Google's decision not to deprecate cookies in Chrome is significant news, yet it doesn't drastically change the existing direction and recommendations – we may see Chrome’s 3rd party cookies reduce faster and as significantly as a full deprecation if the new proposal is accepted, the proposal will prominently allow users to opt out. We would advise clients who haven’t already done so to complete the cookieless survey and get your score plus individual scores for each of our x7 categories Free Cookieless Score — Embracing A Cookieless Future: https://lnkd.in/evsYR9CZ

As the digital advertising world transitions away from third-party cookies, the delay in their deprecation is not a signal to pause but an opportunity to prepare.  Privacy Sandbox solutions like the Protected Audience and Topics APIs aim to balance consumer privacy with effective advertising. Despite the timeline extension, now is the time to test these new solutions to ensure success in a cookieless future. Explore our top resources for navigating Google’s Privacy Sandbox: ➡️ What Is Google’s Privacy Sandbox and How Can You Get Started?  https://lnkd.in/e3yTjRtW     ➡️ Privacy Sandbox: What Is the Protected Audience API?  https://lnkd.in/eUwGNENP     ➡️ Privacy Sandbox: What Is the Topics API?  https://lnkd.in/ekBUs7xY    ➡️ New Privacy Sandbox Reporting Introduces More Transparency Into Performance  https://lnkd.in/e2D9exmC     #PrivacySandbox #CookielessFuture #AdTech 

Discover how Google's plan to phase out third-party cookies by 2024 will revolutionize online privacy and digital advertising. Explore the implications for users and advertisers, and learn about the new privacy-focused technologies being introduced under the Privacy Sandbox initiative. Follow The Tech Marketer https://lnkd.in/dfdsQ_7N #Google #PrivacySandbox #ThirdPartyCookies #DigitalPrivacy #OnlineAdvertising #AdTech #UserPrivacy #TechNews #DigitalMarketing #TechTrends

With one of the most significant changes for the advertising industry coming this year, the time for testing cookieless solutions is now. Hanne Tuomisto-Inch helps demystify the Privacy Sandbox to explore what marketers should be doing next. #cookielessfuture #privacysandbox #futuretech #changemanagement

Google’s latest plans to change third-party cookies prioritize user’s privacy while keeping cookies in use. This new approach encourages advertisers to focus on collecting first-party data and adopting privacy-conscious solutions. Read our blog post for the latest updates reshaping the paid media landscape. #DigitalMarketing #Thirdpartycookies #MarketingStrategy #PaidMedia

The writing has been on the wall for a while: third-party cookies are crumbling. With Google phasing them out in Chrome and stricter privacy regulations popping up everywhere, the adtech industry is facing what IAB Tech Lab CEO Anthony Katsur is calling a "Great Reset." But this doesn't have to be a disaster. In fact, with the deprecation of cookies and increased regulation, third-party data will become increasingly unreliable, making it a golden opportunity for advertisers to embrace first-party data. At XR Extreme Reach, we are putting a priority on making sure your creative is delivered on any platform in the world and to the right audience so that advertisers know who their ads are reaching and how they can leverage these first-party data insights to deliver return on investment and outcomes in the future. The bottom line is, the ad tech landscape is changing. It’s those who act and experiment now that will come out on top once cookies are finally gone. Read more here: https://bit.ly/4ai36HF #advertising #Firstpartydata #XR #XRExtremeReach #cookies #PrivacySandbox

Google have been well aware of the industry 'misunderstandings' surrounding Privacy Sandbox, but have been happy to let these misunderstandings continue for as long as possible. Ambiguity and lack of clarity serves to suit Google. Their resellers continued to claim that privacy sandbox would be the knight in shining armour for their tracking, measurement and targeting woes (exactly the same misinformed promotion occurred with Ads Data Hub)- only now do Google speak up to protect themselves from negative publicity; as eventually the industry catches up to realise it is not a simple lift-and-shift replacement for the cookie. Nothing will be, because if there is a lift-and-shift alternative to the 3p cookie, it will create exactly the same problems as we have now.

The digital advertising landscape will be shifting radically when third-party cookies are phased out. This transition, fueled by increased privacy concerns and new regulations, presents both significant challenges and tremendous opportunities for brands. Andrea Parel, our Associate Director of Digital Media, discusses how advertisers can navigate the transition and prepare for new challenges at the link below. #privacy #cookieless #brand #digitalmedia #thirdpartycookies

Based on regulator influence, Google has decided to extend the cookie deprecation deadline, giving everyone more time to find an alternate solution, such as Merkury Identity. https://lnkd.in/eMmMnugA that the era of cookies is coming to an end. However, dentsu offers an alternative to cookies called Merkury ID, which is available to use right now https://lnkd.in/eCzP2sGM. With this cookie alternative, you can activate your first-party customer data within a specially designed programmatic media buying platform built without cookies, which can scale up to 95% of the US https://lnkd.in/ersSgBPD.