Paul C.’s Post

So big news from Google. Ad revenue impacting their decision or risk of Federal government stepping in?? Regardless, this is big news. But for clients seeking greater insight on their valued customers, the heat remains "on" to encourage two-way dialogue with best customers by whatever reasonable and respectful means necessary. Loyalty or Affinity program or some form of formal or informal relationship marketing program remains essential to drive lifetime value. Reach out to us via our Contact Page to have an expert in this space help you drive your business metrics profitably! Ascendant Loyalty Marketing #thirdpartycookies #zeropartydata https://lnkd.in/gb4AeBtr

🔵⚪️BIG news from one of the advertising #data GIANTS!⚪️🔵 Article Recap 🔹 Revenue Decline: Oracle has decided to exit its advertising business due to a significant revenue decline (down 85% from 2021) 🔹 Privacy Regulations Impact: The segment was severely impacted by privacy regulations like GDPR and changes in data access policies, such as Facebook's restrictions following the Cambridge Analytica scandal 🔹Lawsuits and Workforce Cuts: Oracle's advertising business faced a class-action lawsuit over unauthorized third-party trackers and underwent major workforce reductions, affecting up to 80% of the division 🔹Shift to Cloud Focus: Despite the exit from advertising, Oracle's overall financial performance remains strong, with significant growth in cloud services and license support revenues 🔹Future Strategy: Oracle plans to focus on its cloud infrastructure and applications, with new partnerships and expansions aimed at leveraging its strengths in these areas Takeaways and #Action items for #Agencies and #Advertisers 🔹Adapt to Evolving Industry Standards: As data security measures and privacy regulations become more stringent, advertisers must stay ahead by adopting compliant and transparent practices. 🔹Leverage #FirstPartyData: Shift focus from relying primarily on third-party data to harnessing the power of first-party data, ensuring more personalized and secure customer interactions. 🔹Ensure Data #Integrity: Prioritize the accuracy and integrity of your first-party data collection processes to build a solid foundation for your #marketing strategies. 🔹Diversify #AdvertisingPlatforms: Spread advertising investments across multiple platforms to reduce dependency on any single provider and mitigate risks associated with platform-specific changes. 🔹#Partner with Demand Local: Our data integration ad platform www.Link1Data.com #activates your CRM and DMS first-party data directly into your Google, Meta, The Trade Desk, Basis Technologies, Amazon, and Intuit Mailchimp (and more!!!) marketing campaigns while maintaining high-security standards.

Google's decision to keep third-party cookies in Chrome has left many marketers wondering what's next. Although this move offers temporary relief, the shift to first-party data is far from slowing down. Retail media networks (RMNs) have seen tremendous growth as they provide access to valuable, brand-safe, first-party data. Here’s our take: This growth isn’t just a fast-passing trend. It’s going to be the new norm. As one expert explains: “Whether cookies continue to exist or not, that first-party data is still better and of higher quality than a lot of the data that’s available otherwise.” 🔍Read more of their thoughts right here: https://hubs.li/Q02QjNrB0 Even though cookies are still around, are you preparing for a future without them? How is your organization approaching first-party data strategies? #CustomerExperience #DigitalMarketing #FirstPartyData #RetailMedia #Cookies #Google #MarketingStrategy #DataPrivacy #MediaInnovation #AdTech

Did anyone need a wake-up call to realize it's high time to start defining your #cookieless strategy? Oracle's advertising business plummeted from 2 Billion to 300 Million in just 2 years, leading to their recent announcement to discontinue their AdTech division. This move by Oracle is a significant indicator of the challenges vendors face with data privacy regulations and user tracking limitations in the industry. Oracle's exit from advertising underlines a major industry shift. As AdTech players struggle to deliver value, the responsibility now falls on advertisers to seize control over 1st party data and its activation. https://lnkd.in/eCXdreb4

From Google's shocking statement on the third-party cookie to Oracle shuttering it's advertising business, July was a busy month. Data Axle's article is a must-read for anyone navigating the changes in cookies and consumer data. Let’s collaborate and discuss what’s been going on. #adtech #martech #industrytrends #thirdpartycookies #marketing #advertising #data

🚨 Google's Retraction from Cookie Deprecation: What It Means for Brands 🚨 Google has delayed its plan to phase out third-party cookies, extending the timeline beyond 2024. This shift provides brands with extra time to adjust their strategies but also emphasizes the need to pivot towards privacy-focused solutions. Wondering how this impacts your marketing efforts and what steps you should take next? 📈 Dive into our latest article to explore the implications of this delay and get actionable insights on adapting your data strategy. Check this out for more: https://shorturl.at/zKxdb

Google's cookie delay gives marketers more time to prepare, but the need for a post-cookie strategy is urgent. Start auditing, testing, and focusing on first-party data now to stay ahead. #DigitalMarketing #FirstPartyData #PostCookieStrategy #OmnichannelMarketing #CustomerAcquisition #MarketingInnovation https://lnkd.in/gDcVbF3p 

At the start of the year, Google began blocking third-party cookies for 1% of its users. While speculation is rife as to whether or not the industry will see the final deprecation in 2024, it’s time companies take their destiny into their own hands. There has never been a better time for companies to reinvent and reimagine their approach to data-driven marketing. In our latest blog, Ben Cicchetti explores five ways companies can prepare for the cookieless future and build data collaboration into their advertising strategies. Read more: https://hubs.la/Q02mwCMT0 #InfoSum #DataCollaboration #DataCleanRooms

It's been nearly 10 years since I first audited AddThis for my clients and threatened (and did) remove their code from client sites due to canvas fingerprinting methods they were using without disclosure or consent (my tweet about it from 2014 @ https://lnkd.in/gW_kDtTG). Since then, AddThis was acquired by Oracle, and now is part of the big suite of ad tech products that Oracle is fully shutting down due to them not making enough money in the age of increased privacy expectations. Another one of the Oracle subsidiaries being shut down, BlueKai, was part of a data sharing report I did in 2015 analyzing the top 3rd party scripts across enterprise publisher sites -- it was for a private presentation I gave at some marketing events. Due to my awareness of that product, I was predicting it would be shut down in 2020, just didn't realize it would take this long. The rest of the Oracle subsidiaries may not have been as flashy, but they were huge -- and the news that Oracle is shutting them all down and largely exiting the advertising industry should be a wakeup call for organizations who have been slurping up user data without consent and making money from it in unexpected ways. I provided some additional thoughts about this shut down to The Register https://lnkd.in/gC5SNUwY and I'm proud to be quoted in the same article as Arielle Garcia from Check My Ads Institute who had these prescient thoughts to share: "...We will continue to see the surveillance ad economy flail and fracture." Couldn't agree more! 🖖 ⛈ ⚖

🚨 Google’s U-Turn! 🚨 #Google has reversed its plan to eliminate cookies from Chrome, a decision made after four years of striving for a cookie-less future through its #PrivacySandbox initiative. This U-turn comes after considering the significant impact on publishers, advertisers, and the entire online advertising ecosystem. Instead, Chrome will introduce a new experience allowing users to make informed choices about their browsing data, with the flexibility to adjust those choices anytime. 💡 Impact on Retail Media While surprising, this move has made many brands and advertisers give out a sigh of relief, as research showed that 55% were unprepared for the end of third-party cookies. Colin Lewis of Retail Media Works notes that the industry is aware of Google's shifting timelines. For retailers, the anticipated value of first-party data in a cookie-free world will need re-evaluation. Retail Media Networks (RMNs) might reconsider pricing and forecast revenues for their first-party audiences. For agencies, Chrome users still provide valuable signals, unlike Apple. Brands will need to see if budget shifts are necessary. 🔍 First-Party Data Still Rules Despite the cookie reversal, first-party data remains of great importance. Retail media leveraging first-party data for hyper-targeted advertising continues to be powerful. The competitive advantage of a first-party data strategy in delivering personalized customer experiences remains unchanged. This data remains crucial across the enterprise, beyond just marketing. 🧐 What's Next? This announcement raises questions about the user choice functionality Google will introduce. Industry-wide standards already exist under #GDPR and ePrivacy Directive, making it unclear how Google's new approach will add value without causing a fragmented user experience. Key considerations include the impact on publishers, competition concerns, and the need for Google to collaborate with industry standard-setting organizations. The industry is looking ahead for more updates on this evolving situation! 🔄 #Cookies #RetailMedia #Advertising #FirstPartyData #MarketingStrategies https://lnkd.in/dteNggXh