Third-party cookies

And Google Does It Again, Delays Phaseout of Third-Party Cookies

Advertisers and publishers can heave a sigh of relief as Google delays phasing out of third-party cookies in the second half of 2024. In light of the news, marketers, developers, and publishers will now be able to spend more time developing alternative privacy-preserving ad solutions. In spite of this, the industry feels the heat.

This is the second time Google pushed off the cookie demise. Previously,it extended the deadline to late 2023.However, Anthony Chavez, Google’s VP of the Privacy Sandbox, explained in ablog postthat the decision is made based on feedback.

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.”

Chrome plans to extend itsPrivacy SandboxAPI testing timelines ahead of the death of cookies. Chavez said in the blog,

“This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.

的web developers already have access to these APIs, and the company will roll out the trials beginning in early August.

“The Privacy Sandbox trials will expand to millions of users globally, and we’ll gradually increase the trial population throughout the rest of the year and into 2023. Before users are added into the trials, they will be shown a prompt giving them the option to manage their participation. As the web community tests these APIs, we’ll continue to listen and respond to feedback.”

For those unfamiliar, the Privacy Sandbox is Google’s initiative that replaces third-party cookies as well as cross-site tracking identifiers, fingerprinting, and other covert techniques once privacy-conscious alternatives have been developed.

Global regulators -all eyes on Google

Google’s privacy protocols have been on the radar of the global regulators after theUK’s antitrust regulator, Competition and Markets Authority (CMA) launched an investigation into the company’s cookieless solutions for the future.While the CMA accepted revised commitments from Google, it pledged not to remove third-party cookies until it was satisfied that its competition concerns had been addressed.

广告行业和CMA的主要担忧是,Google should not dominate the digital advertising space if other companies do not have access to third-party cookies. Hence, Google pledged not to give preference to its own adtech aftercookie deprecationand work fairly with its competitors.

With the cookie phase-out announcement, companies are already involved in developing alternate solutions likedata clean rooms, independent web IDs, and more. This further delay will give them additional time to prepare, test, and adapt new solutions. Brands can utilize this time wisely. They can explore as well as evolve their data and tech strategies to prepare for a cookieless future.

Criteo Plans to Acquire IPONWEB In a Striking $380M Deal!

收购IPONWEB Criteo宣布其意图for $380 million yesterday, a move that might be essential to the company’s planned shift away from ad retargeting and into retail media.

的deal is expected to close by the end of the first quarter of 2022, subject to regulatory clearances, and will likely consist of $305 million in cash and the rest in Criteo shares.

Criteo’s CEO Megan Clarken called the agreement a pivotal moment in Criteo’s transition as the company wants to drive sustainable development and, more crucially, “revenue diversification” with the acquisition, which comes soon after the company’s purchase of Mabaya in May. In the press release, Clarken said –

“Criteo’s customers would benefit from enhanced full-funnel capabilities with even more flexible self-service tools while continuing to leverage Criteo’s unique commerce data for targeting, measurement, and superior outcomes.”

Criteo is one of the most well-known names in digital advertising as a publicly listed firm with a market valuation easily above $2 billion. Criteo’s need to migrate away from a past dependence on third-party cookies to power its main ad retargeting business is a familiar one, with the company’s stock price plummeting anytime Apple or Google impose new ad targeting limits on their platforms.

Interesting Read:Clean Rooms Explained: How Marketers Can Prepare For Cookieless World

Criteo and IPONWEB: What’s The Deal?

By integrating IPONWEB’s well-established DSP and SSP technology, Criteo advances its Commerce Media Platform ambition and delivers better control to its enterprise marketers – and their agency partners.

的agreement also extends revenue potential for media owners and provides important first-party data management services throughout the network. Criteo, in collaboration with IPONWEB, will establish itself as the open internet’s preferred commerce media partner in the post-third-party cookie and identifier era.

IPONWEB’s open technology and ethos are ideally matched with Criteo’s mission to promote a fair and open internet where technology empowers consumers, advertisers, and media owners to discover, innovate, and choose.

Both firms have a deep technical culture that allows them to develop and tackle hard challenges at scale. They are also global with European origins, with privacy-conscious, sophisticated datasets and AI at their core.

Interesting Read:US and India-Based ZEDO’s Assets Acquired By Discovery

Furthermore, Criteo will soon have access to the whole suite of IPONWEB services, including BidSwitch, BidCore, and The MediaGrid, all of which are expected to generate additional revenue.

Criteo will have a product in BidSwitch, a marketplace that facilitates trades between more than 100 demand-side and sell-side ad tech providers, that will assist expand the addressable market for its first-party data offering. This will make “first-party data activation, interoperability, and measurement more seamless in the post-third-party cookie world,” according to the business.

In summary, the IPONWEB ad stack will provide Criteo with a full array of ad tech capabilities, allowing it to curate deals in a way that is less dependant on the soon-to-be-extinct third-party cookie.

Also Read:A Look Ahead: Convergence Of Linear TV And Digital TV Advertising

Buzzfeed Integrates Yahoo’s Alternative To Third-Party Cookies

的second phase of Yahoo and BuzzFeed’s strategic relationship was unveiled recently. This phase focuses on expanding addressable audience pools, which will provide advertisers with the scale they need as the usage of third-party cookies decreases, resulting in more programmatic advertising revenue.

Advertisers that use Yahoo’s supply-side platform will get priority access to BuzzFeed’s network of sites, which includes BuzzFeed News, Tasty, HuffPost, and others.

According to Iván Markman, Yahoo’s chief business officer, BuzzFeed will integrate Yahoo’s identity tech products, ConnectID, and Next-Gen Solutions, combining its first-party data with Yahoo’s to generate an addressable audience of over 148 million individuals.

Markman added –

“We need to have solutions for publishers with first-party data and those without first-party data.And because we treasure our consumers, in order to do that we need to have a community garden, as opposed to a walled garden, where we partner with like-minded publishers to help all of us grow.”

Interesting Read:End Of Third-Party Cookies, What Is There For Marketers: Takeaway!

的agreement will assist both publishers to expand their advertising and data functionality, as well as boost audience scale, ahead of the looming deprecation of third-party cookies.

According to Ken Blom, SVP of ad strategy and partnerships at BuzzFeed, by giving preferential programmatic access to advertisers leveraging Yahoo’s SSP, BuzzFeed intends to enhance demand for its inventory and create greater ad revenues.

允许BuzzFeed并优先访问h arrangements with advertisers that use the platform ahead of time, such as ensuring them access to certain audience groups. This ensures that advertisers achieve their goals at scale, while BuzzFeed has access to the most diverse demand conceivable.

Also Read:Quick Guide: Top Programmatic Trends To Keep An Eye On In 2021

Impact of Delay in Deprecation Of Cookies By Google On Adtech

Google delays the Cookiepocalypse but should not be taken as a time to pause!

Google announced a nearly two-year delay to Chrome’sdeprecation of third-party cookiesto increase user privacy in itsblog post.As the original 2022 deadline approached, it became clear that more time is needed to thoughtfully design privacy-first solutions without sacrificing ad-funded web. In its updated timeline for Privacy Sandbox milestones, Google announced,

1. It plans to develop a more rigorous process including extensive testing and deploy the Privacy Sandbox proposals across key areas, like admeasurement, targeting, and fraud detection. The goal is to deploy these by late 2022, scale adoption, and then phase out third-party cookies Chrome over three months in 2023 only after Privacy Sandbox Google has been fully tested and deployed.
2. Google plans to conclude the origin trial of Federated Learning of Cohorts (FLoC) and incorporate feedback received in the first implementation in the future testing.

Is this announcement a relief for the adtech industry? Well, it is a much-needed reprieve for publishers, marketers, and the adtech industry. The adtech industry should not pause the move away from cookies but continue to search for third-party cookies alternatives. Marketers must continue first-party-based targeting, contextual advertising, and a transparent, privacy-friendly future.

In this blog, we take a deep dive to learn about first and third-party cookies and how does the delay affects the adtech industry.

What is a Cookie?

In simple terms, it is a packet of data in a form of a small text file that contains user information and activity stored within the browser or within a subfolder in the user’s device.

First and Third Party Cookies Explained

的re are two types of cookies.

• First-party cookies are stored directly on the website like individual information. The information is never shared with other parties outside the website.
• Third-party cookies are set by a third-party server (adtech) using a code placed on the web domain. The data collected on third-party cookies are accessible on any website using the third-party server code. An advertiser can track users across the internet and target advertising wherever the user goes. They are mainly used for remarketing by advertisers.

Google and Third Party Cookies.

Why is Google doing away with third-party cookies?

Safari and Firefox had blocked third-party cookies settings and Apple claimed a competitive advantage by positioning itself as aprivacy-first tech company.According toPew Research Center, 72% of Americans worry that most of what they do online and on their cellphone is being tracked by companies and 81% believe the risks outweigh the benefits when it comes to collecting data.Google in the 2020blog postwrote,

“Users are demanding greater privacy–including transparency, choice, and control over how their data is used–and it’s clear the web ecosystem needs to evolve to meet these increasing demands.”

的refore, Google planned to phase out 3P cookies eventually to avoid any negative impact on the online advertising business.
Even though Google isn’t the first web browser to block third-party cookies but the biggest.Techadvisorreports that Google Chrome accounts for more than half of web traffic. AsStatistareports in 2019,Google Chrome made up more than 56% of the web browser market.

How does third-party cookies death affect the ad business?

的death of third-party cookies will have a significant but limited impact on the digital ad business as Google moves a step forward for privacy. Google will collect data and use it to target ads. However, it won’t allow cookies to collect data and sell web ads targeted to individual users browsing activities. This means the raw data like clicks and conversions will be available but specific data points used by advertisers for targeting will be lost. Therefore, ad companies will have to find third-party cookie alternatives to target users.

Options For Ad Companies In The Post-Cookiepocolypse World

的re are three major options for the companies to show relevant ads and measure the effectiveness of the campaign in the absence of third-party cookies.

• Google is championing technology developed through Privacy Sandbox-a browser-based tracking model. Federated Learning of Cohorts (FLoC) is an internet-based advertising technology where Chrome will track user’s browsing habits across the web and categorize them in various cohorts alongside audiences with similar interests. Advertisers will show ads to cohorts rather than individual users. The tech giant claims to expect its FLoC technology to beat least 95% as effective as cookie-based advertising— but ad-tech players still have concerns.
• Publishers and Brands are building their own models based on first-party data. Large-scale publishers like the New York Times, Vox Media, and others have already launched their own ad targeting systems based on first-party data.
• Some brands from the ad tech industry are developing identity-based tracking similar to cookies. The leading ad tech companyTrade Deskhas developed a prominent solution Unified ID 2.0 which has received support from ad tech companies and groups.

Why Has Google Decided To Delay The Deprecation Of Third Party Cookies?

的complexities of removing cookies and delay in implementation of its own Privacy Sandbox system that includes FLoC technology resulted in the delay of deprecation of third-party cookies.
Another reason to phase out by the end of 2023, is the regulatory scrutiny from both sides of the Atlantic. The UK Competitions and Markets Authority (CMA) investigation has raised concerns about whether the new cookie-replacing technology, which categorizes users into ‘cohorts’ is giving an unfair advantage to Google over its competitors. The CMA is investigating if this move by Google can result in advertisers shifting budgets into Google Ads. Vinay Goel, Privacy Engineering Director, Chrome, said:

“We plan to continue to work with the web community to create more private approaches to key areas, including ad measurement, delivering relevant ads and content, and fraud detection. Today, Chrome and others have offered more than 30 proposals, and four of those proposals are available in origin trials. For Chrome, specifically, our goal is to have the key technologies deployed by late 2022 for the developer community to start adopting them. Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party cookies over a three-month period, starting in mid-2023 and ending in late 2023.”

Should Marketers Change Marketing Strategies Over the Delay?

In response to longer timescales, marketers should not get distracted from the larger context of the moment. The industry is gradually transitioning from opaque consumer data collection to privacy-focused and transparent solutions.
It is essential to understand that there is a delay and not a change in direction, hence stay focused to find authenticated solutions in parallel to cookie strategies through 2022. The next two years are crucial as it gives marketers and the adtech industry time and space to test, and iterate solutions to build consumer trust.
Marketers should continue future-proof targeting and measurement strategies, prepare a sustainable approach for a data deprecated future and invest in first-party data solutions to maximize revenue and personalization.

Expert Chime In On The Recent Change

Some expert opinions from across the adtech ecosystem as quoted by Exchange Wire.

• This news appears to have been met with a huge sigh of relief from the advertising industry, as well as Wall St where the share prices of major DSPs and SSPs saw big spikes. –Rob Hall, CEO, Playground XYZ

的ad tech social sphere was immediately alight with commentary, with a lot of people in the industry proclaiming how nice it was to have more time to work on solutions. But I feel they’re all missing the point: we need to depart from the reliance on third-party cookies as soon as possible because consumers have made their position crystal clear: they don’t want to be tracked around the internet.的fact that Google has delayed these changes due to the ad industry not being ready shouldn’t be met with relief. It should be met with a humble acknowledgment that, if you’re still reliant on third-party cookies, you’re increasingly behind the times.This delay isn’t a lucky break. It’s a stay of execution.

We need to re-shape advertising to not be so reliant on following people around the internet and instead use techniques that reach consumers – on their terms.We think the future of advertising is cookie-less and, largely, identity-free. Consumers have already made it clear that this is what they want, not in two or three years’ time, but today.So, yes, you could keep using third-party cookies for a little while longer. But just because you can, doesn’t mean you should.

• 的future is still coming – Kevin Joyner, Director of Data Solutions, Croud

Don’t let Google’s announcement lull you into a false sense of security. Google has not paused the GDPR. Safari and Firefox still exist and have the same significant user base. Mobile and therefore iOS isn’t any less important. Digital attribution is still flawed and unreliable on its own. Automation is still leveling the advertising playing field, and so you still need to activate first-party data to continue to compete. All your “cookieless” plans are still needed, and the future is still coming.

Final Words

Privacy is one of the major concerns on the internet for users. Therefore, the need of the hour is to build an infrastructure based on first-party data. The delay in deprecation of third-party cookies will help to build an advertising ecosystem upon which brands, marketers, and publishers can depend. Now, all eyes are on Google who is working on building a privacy-focused advertising platform. Getting right is crucial as the significance of digital marketing is growing and a longer timeline will help to develop multiple solution approaches.

Relief To Advertisers As Google Postpones The Elimination Of Third-Party Cookies Till 2023.

的news has given some time to the advertisers to look for options. Google has decided to continue using third-partycookies in its browser till 2023. That is an extension of two years.

Earlier, Google did set this deadline for January 2022. It has now extended to late 2023. An announcement was made by Google regarding this today!

的re are several reasons why Google decided to do so. Let’s have a look at them in detail:

的United Kingdom was building pressure on Google

For a year, it is chaos, and advertisers were clueless about their operations without the third-party cookies. However, the speculations are that Google decided under building pressure from the UK government.

Google was under continuous monitoring by theEuropean Commission, and it failed to provide any clear perspective on its Privacy Sandbox. Google is facing severalantitrust lawsuits, and according to the CMA, the discontinuation of third-party cookies and the creation of the Privacy sandbox will centralize power at Google.

CMAtook this quite seriously, and to please the committee, Google has agreed with a long list of commitments toCMA. According to Google commitments, the company will restrict giving priority to its system. Also, it will not use “sensitive information provided by an ad tech provider or publisher to Chrome in a way that distorts competition.

To prove the point, Google stated that “Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party cookies over three months, starting in mid-2023 and ending in late 2023.”

联邦军团的学习(絮状物)

Google will continue testing FLoC and Privacy Sandbox. The trials for FLoc will continue and concluded by 13th July. Currently, only limited supply-side publishers and ad-management firms related to them will be able to FLoC during the trial phase. Once the tests complete, Google will share the results. These results will help in the improvements and can be applied to the existing system, and other agencies and advertisers can conduct the ability tests for demand-side platforms and ad-targeting.

It is not surprising that Googlehas pausedthe FLoC trials. The advocates of privacy are raising their voices about the foul play and violation of privacy due to the enabling of new tracking techniques. However, several browsers declined to enable these techniques of data tracking.

Google received asetback after the eCommerce giant Amazon, which has also declared that they will not be enabling the FLoC tracking techniques.

Demand for higher transparency

的delay in the release of FLoC and the dismissal of third-party cookies is causing frustration in the industry. According to an executive, “I wish they would just do it. Stop justn — excuse me — dicking around the whole industry. Let everybody get to a new normal. It’s hard to strategically plan this way,” said one publishing executive.

However, the delay in the dismissal of third-party cookies can be a step to make things more transparent as Google does not want to bear more criticism andlawsuits from the authority.

Google has already committed to CMA that they will be disclosing the exact time for the proposals for Privacy Sandbox publicly. It will also release the API and inform about the transition period for the discontinuation of third-party cookies.

Google has also promised the CMA that they would assess all alternatives for individuals and the aftermath of the discontinuation of third-party cookies. Google also stated that these steps will be taken before providing a 60-day countdown for the discontinuation of the third-party cookies. During this period if found any discrepancies, CMA can reopen the investigation and can impose additional measures to avoid any harm to the competition.

According to Google promise, they will “engage with the CMA in an open, constructive and continuous dialogue in relation to the development and implementation of the Privacy Sandbox proposals.”

Group Nine Launches First-Party Product In Wake Of Cookie Apocalypse!

In a fitting response to the impending disappearance of third-party cookies, Group Nine Media launched a first-party data solution called – ‘ In-GeNuity’, earlier this month. Group Nine is the publisher of Thrillist, NowThis, Seeker, The Dodo, and PopSugar.

Situated in New York, Group Nine Media is an American digital media holding company and its latest product –In-GeNuity– is useful in matching brands with users based upon content preferences. So, this first-party data solution will bring together a pizza enthusiast and a pizza delivery service.

阿施施帕特尔,e Chief Insights Officer at Group Nine, said –

“We can say, here’s a segment of Papa John’s, here’s everybody that watched 30 seconds of a Thrillist pizza video over the last six months and we think that they’re a better audience to download your app.”

Integrated with Group Nine’sG9 direct response, In-GeNuity allows direct-to-consumer brands to utilize the company’s first-party data archive, and then send targeted ads to consumers through Group Nine’s Facebook and Instagram handles. Some of the DTC advertisers that have worked with G9 Direct include Casper, Freshly, Discover Plus, and Fi.

With the In-GeNuity, Group Nine joins the vast club ofbrandsand publishers who are looking to future-proof via their first-party data.

Ashish Patel got in a conversation with AdExchanger and was asked why the company chose to build a first-party data platform. Patel said that all the publishers are making such an effort in a response to a “ cookie apocalypse” and the third-party tools going obsolete. He said that Group Nine is in a good position to offer unique audience segments in a way that if a user has read five or more pizza articles on Thrillist, or have watched a video pertaining to pizza for more than 30 seconds – then Group Nine can direct these people to a Pizza company.

Content preference, according to Patel, is the key point in In-GeNuity’s logic.

On being asked that how the demise of third-party cookies is changing clientele demand, Patel said –

“They’re asking for more retargetable data back. It’s table stakes at this point. We always thought that if you come to us and we hand you an audience segment that you’ll never come back. The sensitivity around that sharing has decreased from the publisher side, and the demand from the advertiser side has increased.”

Patel also threw some light on how In-GeNuity will fit into the larger strategy with G9 Direct. He said that Group Nine Media want to start to incorporate and implement segments from In-GeNuity across all their activities, like top-funnel branded content work. The aim is to get that to a more targeted consumer at the top of the funnel, which should work for them and their partners.

In-GeNuity seems like a good response to prevailing times of the collapse ofthird-party cookiesand will re-energize consumer experience.

End Of Third-Party Cookies, What Is There For Marketers: Takeaway!

Introduction

Google has announced that Chrome will not support Third-party cookies. Following this, other browsers are following the footsteps of Google. Also, one must not forget that Google has the largest market share of the advertisement business. Therefore, it would not be false to say that it is the end of an era and the inception of effective advertising is taking place.

Understand the behavior of Third-party cookies!

Since the Third-party cookies willperish soon,它不是一个教程的第三方的厨师ies work. However, you can consider this as good information. It will help you understand and devise new strategies for launching an upcoming advertising campaign effectively.

Cookies

Every time you visits a website, acookie-enabledwebsite monitors the user behavior. It stores the information in its stores so that when someone visits the website next time, it can populate the results according to the choices made by the user on their previous visit.

Cookies are small storage units that can save a proportion of data for the user, and later the advertisers can use the data to study the user behavior and ease their experience by providing them with the results according to their interests. The cookies used by the website are known as first-party cookies. It solely belongs to the website and can only be accessed by the development and advertising teams of the website. They use this data for understanding the user behavior, and populating advertisement and results based on the user’s preferences.

However, the Third-partycookiesdo not belong to any website. They connect to an advertising server that also reads the user behavior the same way as the first-party cookies. Third-party cookies are independent of any website and can use the data to trace the overall journey of a user on the internet and later map the data and provide advertisement across the internet as per the preferences made by the user on any channel that they might have used. This data is vulnerable and can be accessed or purchased by different organizations to fulfil their goals of running successful advertising campaigns and portraying their products so that users can be drawn to a particular website and compelled to purchase products.

How advertisers will be affected by the discontinuation of Third-party cookies?

的news has created a commotion in the advertising world and left the advertisers thinking about their next step. There is a rumor that things will worsen for the advertisers, and there will not be a freeway that will lead them to success. However, it is not all true!

Yes! Ending third-party cookies will have some drawbacks, and the small advertisers who were gaining benefit from small investments in the marketing world will have to suffer for a short period. However, the ending of third party cookies has opened a void that is also a gateway for opportunities for the new ecosystems to emerge. An example of this is the emergence ofAmazonwho is ready to fill the void with its informative system. Amazon is in word with several companies to come together and create a new informative system that will be solely working on the Amazon ecosystem.

Soon the other companies will see the opportunity and will try to Ancash it with their ecosystems. Therefore, there is a greater chance thatGooglewill lose its monopoly in the advertising world.

Firstly, it will help the advertisers to frame their campaigns better. Keeping in mind their needs and the audience they want to reach. Secondly, it will ensure that the user data is safe and secure. If there is a breach user will know whom to blame.

的step to end the Third-party cookie is an aftermath of continuous interrogation and questioning about the security of user data by authorities of various countries. Companies likeGoogleandFacebookhave faced a lash from government authorities for their failure to prevent the security breach on their server. Hence, the discontinuation of Third-party cookies is seen as a positive reinforcement to prevent the user data from getting public and sold on the dark web.

Due to this step, there will be more transparency, and advertisers can benefit from it along with the users. It will lead to an authorized sharing of data with authorized publishers and with trusted partners only. Hence, creating a secure ecosystem for all.

It will lead to security, and now the advertisers can even make a stronger bond with the customers as the end-users will be able to put deeper trust in the brands. The approach will end the leakage of the data to unauthorized sources. It will give an upper hand to the brands which customers trust and ultimately eliminate the untrusted brands creating a sustainable ecosystem. However, this does not mean that new brands can not emerge. They will have to go through vigorous security checks and have to prove their loyalty to the customer and promise the security of their data.

Revolution has started!

的revolution has already begun! Advertisers and marketers have already started shifting their focus from third-party cookies to first-party data. It is a good thing as there will not be any manipulation in the data received from the first-party websites and the campaigns can be run effectively generating better results for the advertisers.

In the age of pandemic, people were forced to shop online on a more frequent basis compared to earlier. Hence, the first-party data can prove to be highly useful for the advertisers as things have started to relax. Advertisers approach the user more confidently with trusted data provided by the authenticated websites.

Yet, there is a larger population of advertisers who are still relying on third-party data. According to research conducted by Forrester for Permutive, it was concluded that approximately 41% of marketers are still relying on the data generated by third-party vendors. However, they must understand that it is a peak time to change their approach or they will perish along with the third-party data suppliers. Hence, it is time to get rid of the old ways and adapt to the change.

的Future is here!

As the sun is setting for the third-party cookies, it is expected that approximately 95% of the web will become anonymous. Therefore, creating a huge void on the web providing a basket of opportunities for new ecosystems to emerge and establish a milestone and registering their name and catering for a huge audience.

It is crucial to note that cookies will be of paramount importance in the future. Publishers will have to establish the connection with the users using the cookies, and there will not be another way around.

Using the first-party cookie data by the publishers can build an effective strategy to overcome failures. They will get the data directly from the websites instead of putting their trust in any third-party vendors.

Google has announced its Federal learning of Cohorts (FLoC) which will determine the preservation of privacy. Hence, providing a mechanism that will help advertisers select advertisements based on the user interest.

的cohorts at the publisher’s end will ensure that privacy is maintained preventing leakage of data. It will also allow them to gather and categorize information, as the data and inventory will be connected.

即使通过自身的数据集合channels will get painless and authentic. Yet, advertisers are in dilemma and unsure about moving to a first-party ecosystem. However, there is no need to panic! It’s all about finding the right partner who can welcome you to their ecosystem and make you feel like family.

Conclusion

We understand that many of you are looking for answers to this problem. However, it is not a time that one should spend worrying. It is an opportunity that must be explored for building a strategy and start experimenting with the ecosystems. It will help you gain momentum and have a better understanding of the ecosystems. Remember that we live in a world of uncertainty, and being prepared for the unexpected is the best we can do.

Amazon Is Creating Ripples In The Digital Market With The Announcement Of Its Identifier.

Discarding the third-party cookie by Google is the hot topic of discussion in the technology market. By this move, Google is trying to benefit its publisher services and DSP. However, this has created a void in the market, and Amazon is all set to fill this void.

To make sure that the void is sealed theeCommercegiant is meeting various leading companies to discuss and plan techniques that will help them track the customer journey over the internet using Amazon’s advertising ecosystem. It has been found that three prominent companies are already in discussion with Amazon regarding this. Therefore, one can soon expect to have an identifier by Amazon. However, the timeline has not yet been shared by thetech giant.

的re are severalopen identifiersavailable in the market like Live Ramp and Trade Desk. However,Googlehas made it clear that they will not be supported any longer. On the other hand, the new identifier launched by Amazon will be limited to its ecosystem. It could be a concern for many advertisers. However, they must understand that it is time to choose a side and decide which boat they will be sailing.

“They are thinking about it more in terms of Google’s ‘ppid,’ where it’s siloed to a particular network of O&O sites,”. “It would be more as a means to inform their DSP of frequency and attribution while maintaining an identity silo.” The statement was released by one of the companies which is in talks with Amazon regarding its new identifier.

Even though the date for the launch of the identifier is yet not released, it has created a wave of commotion in the advertising industry. It is reported that Amazon is working vigorously to make things possible. However, its priority is to make the security non-penetrable. When compared to Google, Amazon is a small fish in the advertising industry. Therefore, such a bold step was not expected by Amazon as there is so much to invest before Amazon can eat the fruits of success. According to a spokesperson the identifier will be operative following Amazon’s opt-out policies, privacy notice and interest-based ads.

However, it is a speculation that once things are in motion, it can turn the tables around and end the monopoly of Google in the field of advertising. It is not just a speculation, but after monitoring last year results of a survey conducted by the Advertisers Perception, it was found that Amazon’sDSPranked first among other DSP’s.

It will not only help Amazon to set a firm foot in the field of digital advertising but will also help in boosting its APS business.

APS was always going to be a differentiator for them, An identifier’s kind of a door opening to push this more,”
#MightyHive, commerce practice director, Nicholas Seo.

As stated above, the identifier can create a new era where advertisers have to choose or invest more money in their advertising strategy.

According to a source of the company, in talks with Amazon about its new identifier stated:

“I do wonder if the buy-side is ultimately just going to have to settle for a set of further fragmented buys than what they do today”.

然而,谁能没有高管可用give a clear perspective of this new identifier and answer the queries of an individual. Yet it has been said that the identifier will be only available to those who will fulfil the requirements of Amazon.

Google is yet to work on the fundamentals of Publishers Provided ID, and it is in an experimental stage. It is important to note that PPI has played a crucial role in deals made in the private marketplace.

However, the ability of Amazon to map the transactions has given him a better hand with a stronger DSP. It is sure going to give Amazon an upper hand.

“As advertisers look to navigate the future, they are going to continue to look to partners in the near term who can do 1-to-1, both targeting and measurement, the measurement front, the partners that have that closed-loop look are going to become increasingly important”.
#Lauren Fisher, Advertiser Perceptions, EVP of business intelligence at the research firm.

AdForm Set To Solve The Cookie Problem With Its Proven First-Party ID Solution

Adformannounced this week that advertisers can now use the first-party ID on their platform in the absence of third-party cookies. The demise ofthird-party cookieshas been a cause of concern for all advertisers and publishers on some browsers and are looking to future-proof their offerings and tech stacks. And Adform’s success in switching to first-party data is a major breakthrough for the industry. Now, agencies can sharefirst-party dataand IDs with Adform to personalize advertising, target specific audiences, and report results – all without the use of any third-party cookies.

Ajoint collaborationbetween Adform, the European publishing groupSanoma, marketing agencyDagmar, and global groupIPG MediaBrandsis leading the way forward for the digital advertising industry and leveling the playing field with the walled gardens. The collaboration not only prepared for thefuture cookie changebut also improve the functionality of advertising buying for Safari and Firefox browsers. The change in first-party data allows programmatic targeting and helps to direct advertising money into publishers’ properties who are eager to secure their ad revenue.

Adform states that without the need for hundreds of third-party cookies, compliance with regulations such as GDPR and CCPA will be easier. First-party data and ID’s is beneficial to brands as they live longer than third-party cookies. With first-party IDs from publishers and advertisers, impressions and data are completely traceable increasing transparency that helps to deal with issues like discrepancies, accountability, hidden fees, arbitrage, and ad fraud and reducing the risk of data leakage.

Adform has a complete digital infrastructure and is uniquely placed to switch to first-party data with its integrated advertising platform(IAS). Jakob Bak, CTO, Adform said,

“We have proved that it is possible to switch from third-party cookies to first-party IDs and, as such, have provided a leap into the future of digital marketing. The industry is on an inevitable road to life without third-party cookies and ongoing success for the open ecosystem will depend on collaboration. So far, publisher announcements around first-party data have represented positive yet individual approaches, now it’s clear that working together presents a more powerful way to ensure profitability for independent publishers. In fact, the evidence of how impactful shared first-party IDs can be has already led to many agencies and sales houses to express interest in moving spend away from media giants.”

Jaakko Kuivalainen, Director, Digital Advertising Business, at Sanoma also commented,

“Finland is an established hotbed for innovation, but there is a huge opportunity for wider global progression. This venture is a great example of what can be achieved when publishers and technology companies come together. Working as one, we can be consistently at the forefront of industry development; and effectively preparing for the coming demise of third-party cookies with first-party centric digital advertising.”

Read more:Top 10 Emerging Indian Ad Tech Startups You Should Know About

Innovation In Google During The Tough Times Of COVID

While most of the brands are struggling to survive during the tough times of pandemic, Google has set its goals right for the whole year. It is innovating itself without any trouble. Every month Google targets to enhance itself, according to the growing demand of the society. Google makes sure, that it fulfills the need of its users by providing them with exactly what they desire.

Recently, Google introduced two new features for its search portals. One of the features is designed, and dedicated to the Black community. The feature will help in the upliftment of the community in society and will aim to end the injustice against them.
Due to the rise of anger in the community against the centuries-long injustice experienced by the community, several brands came forward to show their support towards the community. Google was amongst them.

#BlackLivesMatter!

To fulfill his promise, the CEO at Google, Sundar Pichai recently added a feature to the map and Google search listing.

This feature is launched toempower the Black community. The feature will highlight businesses owned by the Black community helping them grow. However, only those members can avail of the benefit whose business has verified profiles in the US. Also, the business must be owned by a member of the black community.

Those businesses highlighted under this feature will be marked by an image(as shown below). The symbol will signify that the business is owned by a member of the Black community.

It is said that the step was taken to provide a financial boost to the community. It is a foreseen step to finally end the orthodox discrimination towards the community. Google is also partnering with U.S. Black Chambers, inc. To provide better features like Analytics helping the businesses groom and blossom.

In a statement regarding this following statement was issued by Google:

“As part of our$300 million commitmentto support under-represented entrepreneurs, we’re integrating the attribute into the digital skills training programs we offer Black business owners through Grow with Google Digital Coaches. And through Google for Startups Accelerator for Black Founders, we’re starting our work with the first cohort of 12 startups.”

Google is keen to develop the feature even more and is seeking ideas internally. According to the management, they have already received more than 500 creative ideas to get this model to develop more brilliantly.

的company is also working on better and much strict“Policies against hate and harassment”

“About this ad”- More power tothe user!

With a more transparent approach towards their users, Google has launched a new feature popularly known as “About this ad”.

To implement this feature Google will belaunching new tools.It will help theusers gain informationabout theadvertisementthey are receiving.Itwill helpenhancesecurityand willincrease user privacy on the digital platform.

According to Google spokesperson,thevision isdesigned for a“thriving internet where people around the world can continue to access ad-supported content, while also feeling confident that their data is protected”.

“But in order to get there, we must increase transparency into how digital advertising works, offer users additional controls, and ensure that people’s choices about the use of their data are respected not worked around or ignored.”

Google Ends All Gossips: Revealed Fee Structure For Advertisement Tools

For a long time now, tech giants like Google are have faced a lot of criticism. Most of those were linked to their explicit behavior when it comes tomoneyand user privacy. After being criticized and called upon several times by different government authorities for blind approach in the business during the usage of advertisers’ money, Google has finally decided to be more transparent with its business policies and proposals.

的refore,Googleshared alist of pricingfor its tools used by advertisers for the advertisement.It was a huge step by Google, since before this release, advertisers were kept in the dark about the spent of their share of the money, and the profit earned by Google.

谷歌透露公司价格的工具lude, DV360, Google Ads, ad manager, and its publisher tech.

The revealed prices are as follows:

的se prices were revealed by Google in a series of articles and blog posts.

的prices are in the ratio of percentage for a $1 amount spent by an advertiser on an advertisement, divided between the publisher and Google.

• Google tech:Publishers – 69%, Google – 31%
• DV360:Publisher – 87%, Google – 13%
• Ad Manager:Publisher – 82%, Google – 18%
• Google Ads:Publisher – 86%, Google – 14%
• Ad sense by Google:68% share taken by Google of the total spent by the advertiser.

Google has never been so transparent in regards to its prices, the sources say that this new transparent face of Google is due to the ongoing legal hearing conducted by the state attorney general and the Department of Justice.

Google Updated Its Demand-Side Platform With DV360!

Innovation has always been the motto of the company. To make sure that the advertisers at Google are equipped with the best tools available in the market, it recently launched its new self-service toolkit known as Display & Video 360.

的tool is launched to change the landscape of the advertisement.Display&Video 360isa gift to its advertisers by Google.

早些时候,广告商使用的工具海波thetical projectionwhile running an online marketing campaign. The most crucial question that bothered the advertisers wastheamount ofaudience that theywill达到与运动。确保它没有更多的冲击and try show for the advertisers, Google launched DV360.

With the DV360, the advertisers can now create a new campaign and check its reach to the audienceas the tool provides a duplicate view of the campaign.的duplicate view will help the advertisers view the exact or say a more accurate number of audiences that they will reach with the campaign. Hence, no more blind bets!

的toolhas better forecastingcapabilities, giving the advertisers a glimpse of the future for their campaign.It is also a better solution for the media planners as it provides them with a large proportion of benefitsas better access to the tool as they always have a larger role to play.

的most crucial answer answered with the tool is,“有许多独特的人我希望能my overall campaign across any open auction display and video inventory as well as YouTube?”

According toAnudeep Pedditi,Programmatic Manager, OMD NZ:

“Once we commit to a reach objective, neither underachieving nor overachieving is an option. Display & Video 360 gives media planners the accuracy they need to effectively plan across all our programmatic campaigns.”

的Tools main aim is to provide the following features to its advertisers:

• • • • Focus

      • Options For Buying

      • Optimization And Reporting

      • Security

      • Conclusion

How Google’s Page Experience Will Change the Face of SEO in 2021

Googlewilllaunch a new algorithm for its page experience and design.的new modelwill be basedon user experience.

的new algorithm will surely affect SEO andwebtraffic. Therefore, to make sure that the advertisers are not affected by the changes, Google has announced that they will apply the changes in 2021.的y have promised toinformupfront,at least six months beforehand.

An early reminder will helpadvertisersto preparethemselves for thechanges.

However, Google made it clear that the new algorithm will be even stricterinranking the web pages. If the user experienceof aweb-page差,谷歌不会排名thepage on to the top list.

Google has also published a detailed document dedicated to the page experience criteria.

的new algorithm will consist of some core vital features. This feature includes the following:

• Largest ContentfulPaint (LCP):Measures the loading performance of your webpage.
• First Input Delay(FID): Measures the user interaction with the page.
• Cumulative layout Shift: Checks the stability factors of your webpage.

的Accelerated Mobile version (AMP) will also play a major role in the ranking of your page, as will be a metrics for the page experience.

Also, good content will always playalead role in the page ranking.

Asper a statement:

“While all of the components of page experience are important, we will prioritize pages with the best information overall, even if some aspects of page experience are subpar.

A good page experience doesn’t override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search.”

Hence, entrepreneurs, startups, and businesses should be well prepared for the new changes.

Every 2020 Google SERP Feature Explained: A VisualGuide

Haveyou ever imagine the amount of traffic Google experience in a minute, month, or year?

Well, here are some fun facts, every second there is an approximate of63,000 search queriesentered on Google search.

Also, near to 2 trillion searches are conducted every year!

Isn’t it amazing? However, you might ask,whydoes it matter?

Let us understand!

Google holds an approximate72% market share of search engines.To make sure that your webpage is listed on the top of the list of Google search results you must have an understanding of Google SERP (Search Engine Result Page).

What is SERP? And, what all it provides to the advertisers on Google?

的Search Engine Result Page of Google has gone through a lot of changes according to the user view. It has become much more dynamic, relevant, personalized, and helpful.

Now the search engine of Google is equipped with several enhancements that usestructured data.的search page consists of visual enhancement, better index, and optimization for the website. You must be aware of all these changes if you are planning for a better organic ranking for your website.

Here is the new enhancement for the search page of Google:

• Direct answer Box
• Rich Snippet
• Rich cards
• Knowledge Graphs
• Knowledge Panels
• Local Pack
• People also ask
• Image Pack
• Site Links
• Twitter
• Newsbox

You must be equipped with the knowledgeoftheseforbetter resultsinorganic ranking.

Rejoice Small Retailers: Selling Products is Now Free On Google Shopping

MSME’s got adversely affected due to the widespread of COVID-19. Several small and medium scale businesses have lost their source of income due to the sudden breakthrough of this epidemic.

的refore to make sure that these businesses sustain the effects of the crisis, Google is allowing small retailers to list their products for free on Google Shopping.

Explaining this decision,Bill Ready, President of Commerce at Google citesthe fact that it is difficult for struggling businesses to pay for Google shopping listings at this time.

“And as consumers increasingly shop online, they’re searching not just for essentials but also things like toys, apparel, and home goods.

While this presents an opportunity for struggling businesses to reconnect with consumers, many cannot afford to do so at scale.”

Earlier, Google charged its customers as Pay per click (PPC). It can also be seen as a tactic by Google to compete with Amazon in the market of e-commerce.

Privacy Sandbox By Google Shows Backdoor To The Third-Party Cookies.

Two years ago, Google announced that it will discontinue the usage of third-party cookies in its browser, which is Google Chrome. Since the announcement, several speculations surfaced, to understand its effects on internet traffic and advertisement. However, Google seems determined about the elimination, and this year Google announced “Privacy Sandbox” a step towards the replacement of third-party cookies.

It is developed to provide a secure browsing experience to its user.

According to a spoke person from Google, “This is an early-stage concept, and we don’t have more details to share right now, We plan to publish updates and progress in GitHub as part of the process.”

的concept uses a new algorithm designed by performing“Bit Request Signal Experiment”.

Privacy Sandboxwas launched in August. The idea was to innovate ad recurrence and behavioral advertising. It aimed to help them work on the web without using third-party cookies. A mega event was organized, 163 giant tech organizations like Apple, Facebook, Axel Springer, The Washington Post, Criteo, The Trade Desk, and even Google participated. All are requested to share their views via. World Wide Web Consortium or GitHub to help the project succeed.

然而,根据谷歌开发者,它是still in its initial stage and there is a lot of work that is needed to be done in this field.

Google pledges $800 million to coronavirus relief, including Ad credits

Google CEO Sundar Pichai explained:

“As the coronavirus outbreak continues to worsen around the world, it’s taking a devastating toll on lives and communities. To help address some of these challenges, today we’re announcing a new $800+ million commitment to support small- and medium-sized businesses (SMBs), health organizations and governments, and health workers on the frontline of this global pandemic.”

的commitment includes:

• WHO and other health organizations will get $250 million for advertisement.
• MSME’s and NGO’s will get $200 million.
• An additional $15 million in cash will be granted by Google.org to non-profits to bridge the gap between SMB’s.
• Those small businesses that are already active for a year with Google advertisement will get the help of a total of $340 million in Google ad. They will receive the credit in their accounts and can spend it by the end of 2020.
• 的academic and research institutions in the field of COVID research will get $20 million.
• Financial support will be provided to the organizations to increase the production capacity for life-saving equipment.

However, not everything went great for Google during this tough time of COVID:

Google Cuts Marketing Budgets by 50%, Freezes Hiring.

Key Points

• Budget cuts and hiring freezes across marketing and across Google.

• For the second half of 2020, Google is cutting its marketing budget to 50%.

• 的cut is due to the reduced expenditure on advertisement by the brands during the time of the crisis.

• 的development comes in less than a week from where Google is scheduled to discuss Q1 2020 results on 28th April.

According to a statement released by email:

“There are budget cuts and hiring freezes happening across marketing and across Google…We, along with the rest of marketing, have been asked to cut our budget by about half for H2.”

A company spokesperson said in an emailed statement toCNBC,

“As we outlined last week, we are re-evaluating the pace of our investment plans for the remainder of 2020 and will focus on a select number of important marketing efforts….We continue to have a robust marketing budget, particularly indigital, in many business areas.”

…we continue to invest, but will be recalibrating the focus and pace of our investments in areas like data centers and machines, and non-business essential marketing and travel.”

Google Withhold Programmatic Data, Advertisers Pulls Back Ad Spend

As quoted by Digiday, the Head of Display at the U.S based retailer said,

“Google’s ad exchange didn’t make the list primarily because they’re not willing to give us any transparency or data around not only their take rates on our media sped but also anything we could already pull from our demand-side platform.”

“We’re seeing Google’s ad exchange become slightly less of the total pie,” said Jay Friedman, president at programmatic agency Goodway Group to DigiDay.

”I don’t have a percentage but it’s less but not significant.”, he further added.

的advertisers registered their doubts and raised concerns regarding the non-transparent behavior of Google. However, this must have been resolved after the release of the price list for itsadvertisingtools by Google.