Raptive’s Post

While there is genuine criticism of Google Privacy Sandbox and in particular Protected Audience API, the truth is that the match rates for 3rd party cookies have dropped significantly since 2022. In 2022 I saw match rates of 90% now you will be lucky to see 50%. The match rates for customer match such as hashed emails is even lower. I'm neither for or against Google Privacy Sandbox, however at 1% deprecation I'm not sure how it is possible to reliably extrapolate the loss in publisher income. I totally accept that latency issues do have an impact on publisher revenue and this this needs to be addressed. What also impacts publisher revenue is the scarcity of inventory. When there is more inventory then this will attract more advertisers. Since PAAPI is enabled across all Chrome browsers and users have to disable this feature/permission, this has the highest addressability as compared to other ID or non ID retargeting solutions, up to 70% depending on market.

The Digital Markets Act (DMA), imposes new requirements on major companies like Google, Amazon, Meta and Microsoft, designating them as 'gatekeepers'. They now have an obligation as gatekeepers: they are responsible for obtaining user consent for their core platform services. As such, the Google Consent Mode V2 ensures that Google adheres to privacy legislation. In practice, for businesses within the EEA (websites) to continue to enjoy the full and complete workings of Google Ads, embracing the Google Consent Mode V2 is essential. https://lnkd.in/eyQGn7XG

In a surprising move, Google has scrapped its third-party cookie phaseout plans for Chrome; instead, the tech company is focusing on enhancing user privacy controls. This shift signals a new era in digital marketing where user choice is prioritized. Here's what this policy reversal means for the industry and how it could reshape the future of online advertising. 🔎 https://loom.ly/LzYlGLE #DigitalMarketing #OnlineMarketing #DigitalMarkingAgency

FYI: The Privacy Sandbox: Reimagining Advertising Without Compromising Privacy: By adopting the 5 privacy-focused APIs from the Privacy Sandbox, marketing professionals can adapt to the changing landscape of digital advertising and continue to deliver effective campaigns that respect user privacy. #digitalmarketing #marketing

Google’s privacy policy shake-up allows more control for users, but the same challenges for advertisers. Adapting to a cookieless future isn't optional—it's the new norm. Aaron Grote, VP of Digital Products at Stirista, offers his professional opinion. Click the link to read more! https://lnkd.in/gByDwyb2 #PrivacyFirst #DigitalMarketing #AdTech #DataDrivenMarketing #OmnichannelMarketing #CustomerAcquisition #RetentionMarketing 

Ventureburn recently highlighted Google's Ad Safety Report and comments from Duncan Lennox, VP and GM of Ads Privacy and Safety, regarding how the digital giant intends to maintain a safe and trustworthy online advertising ecosystem. Looking ahead, Google recognizes the need for continuous adaptation, stating, “Though we don’t yet know what the rest of 2024 has in store for us, we are confident that our investments in policy, detection, and enforcement will prepare us for any challenges ahead.” https://lnkd.in/ez9k2EfC #digitalmouth #deepfakes #adpolicy

Whiplash is right! That's how my friend and colleague Alyssa Furth characterizes Chrome's recent announcement reversing their stance on deprecating third-party cookies. But wait! Addressing a cookieless future should still be a priority for your organization. I strongly recommend you read this point-of-view about Google’s new approach to third-party cookies, and what it means for marketers in our madly fluctuating privacy landscape. TL;DR: Organizations shouldn’t interpret Google’s announcement as a reason to revert to old practices and remain complacent. Rather, they should use this time to adapt, test, and innovate around privacy-enhancing solutions and first-party data to prepare for the future of marketing.

Google’s reversal on reducing reliance on third-party cookies is no reprieve for publishers. The shift to a privacy-first approach and reducing cookie usage through opt-in processes remains critical. At Novatiq, we advocate for scalable, privacy-centric solutions that prioritise user consent and data security. Adapting to this new landscape will ensure sustainable growth in a privacy-first digital environment. Article by Kayleigh Barber for Digiday https://lnkd.in/gZyqH-bE #digiday #publishers #publishing #cookies #google #cookiedeprecation

ICYMI: The Privacy Sandbox: Reimagining Advertising Without Compromising Privacy: By adopting the 5 privacy-focused APIs from the Privacy Sandbox, marketing professionals can adapt to the changing landscape of digital advertising and continue to deliver effective campaigns that respect user privacy. #digitalmarketing #marketing

What. A. Rollercoaster. George London at Upwave via Marketing Dive does a masterful job discussing Google's reversal to now retain cookies after years of touting their deprecation. Quote: "The repercussions of Google’s failed experiment are far-reaching. The credibility of privacy-enhancing technologies has been tarnished by association. Many advertisers have doubled down on potentially less privacy-friendly alternatives to #cookies, or feel vindicated in never having tried to move off cookies at all. The uncertainty surrounding the open web’s future has accelerated the flow of ad dollars into walled gardens, ironically concentrating more user data in the hands of a few tech giants." This was a good read for anyone in the #digitalads space.