Fil Lourenco’s Post

The key learnings for advertisers from the article on Google's delay in phasing out third-party cookies are as follows: Preparation Time Extended: Advertisers have additional time to prepare for a cookie-less environment, allowing them to refine their strategies and explore alternative data collection methods. Emphasis on Alternatives: The delay highlights the need for advertisers to invest in and adopt alternative tracking technologies and strategies like first-party data, contextual advertising, and privacy-focused solutions like Google's Privacy Sandbox. Regulatory Influence: The role of regulatory bodies, such as the UK's Competition and Markets Authority, in influencing tech timelines and practices is significant, emphasizing the importance of compliance and readiness for evolving data privacy standards. Uncertainty Continues: The repeated postponements suggest ongoing uncertainty within the digital advertising industry regarding the future of ad targeting and measurement, prompting advertisers to remain agile and informed. For more details, you can read the full article on Digiday (link below). https://lnkd.in/eU9PKEqn

One week ago today, Google disabled tracking cookies for 30 million Chrome users, amounting to just 1% of the 3 billion people who use the internet’s most popular browser. By the end of the year, Google will block these cookies entirely and replace them with a new tracking system that’s a bit more private called “Privacy Sandbox.” That will spell the death of cookies across the web, ushering in one of the biggest changes in the history of the internet. It’s early days for the project, but one company’s data offers a preview of how it will affect the digital economy. According to Raptive, an ad tech firm, Google’s new cookieless users are bringing in a whopping 30% less revenue. https://lnkd.in/da6yxzBN

In a surprise move, to no one, Google have delayed the deprecation of third party cookies. Again. Although this is frustrating for Advertisers, it really doesn't matter. Today cookies only support 30% of the open web. Advertisers already can't reach the vast majority of their customers using Programmatic infrastructure and the truth is that brands already don't need third party cookies to be successful in programmatic advertising. Advertisers, this is a moment to take control of your own destiny, stop losing quality reach and brand equity. This will mean working in a new way with technology that is built for a world without third party identifiers. We're working with the most innovative advertisers in the world and these folks are already moving out of cookie-based buying and into direct pathways to publishers, and seeing powerful results. Advertisers who partner with Permutive and collaborated directly with premium publishers, have doubled sales and halved CPAs. #cookieless #programmatic #futureproof #permutive

As we navigate the ever-evolving digital landscape, staying ahead of the curve is critical. One of the most significant shifts looming is Google's planned phase-out of third-party cookies in Chrome by the end of 20241. But what does this mean? How will it impact our digital strategies? Third-party cookies have long been a cornerstone of online advertising, enabling targeted ads and personalized user experiences. However, privacy concerns have led to their impending extinction in Chrome23. This is not a complete elimination of all cookies, but targets explicitly those used for advertising and marketing purposes4. Google's move will undoubtedly disrupt the current advertising ecosystem. But it also presents an opportunity. It encourages businesses to explore innovative, privacy-focused approaches to reaching their audience5. As we approach Q3 2024, when Chrome plans to ramp up these restrictions to 100% of users6, we must ask ourselves: How can we adapt our strategies to thrive in a post-cookie world? What new methods can we employ to connect with our audience while respecting their privacy? Let's start the discussion. Share your thoughts using #ThirdPartyCookies #PrivacyFirst #DigitalStrategy. OK but really, are third-party cookies going to be gone from Google’s Chrome by the end of 2024? http://dlvr.it/T2LC0K

IAB tech lab analysis of the privacy sandbox, simply put says its not working. My favourite part is how it's designed to increase bidding against same users to drive the price up, whilst has no or limited accountability against publishers. Cookies were the scapegoat of this privacy crusade because their removal presents an opportunity to increase revenues from the big tech, and not because it protects the consumer. Quote: "The Privacy Sandbox also makes it more difficult for buyers not to bid against themselves because PAAPI generates bids for every eligible interest group. Meanwhile, the exec said, the Privacy Sandbox effectively disintermediates supply-side platforms because the ad exchange and ad server are built into the browser. And since there’s not a contract between Chrome and different parties in the supply chain as there typically would be between ad tech partners, “if Chrome ships a bug,” the exec said, publishers have little recourse. They can’t fire their tech partner, since they never had a choice to begin with."

RTB House has been actively testing the privacy sandbox and here’s what we learned so far: We are already two months into testing of the Privacy Sandbox, with 3rd party cookies blocked on 1% of Chrome browsers worldwide. The initial results are promising, but there's still work ahead! We've made significant progress, notably in delivering personalized content across popular formats and placements. Early comparisons show positive results compared to our old systems. One key limitation we've encountered is the limited sample size of 1%. Moving forward we will need a more participation and a higher volumes of data. We anticipate this will require several ramp-up phases lasting 3-6 months. To do so, we will continue to work with the Google team, our industry partners and regulators to ensure a fitting ramp-up plan. So far we are confident in our technical implementation, and optimistic that with the right timeline and engagement from the advertising ecosystem, we will make this a success! For more details, read the full article on our blog: https://lnkd.in/gQk4xCYp

"He's got a point." Digiday agrees with MOW co-founder James Rosewell that it's "abundantly clear that the Sandbox is inadequately equipped, both in terms of its functionality and its impact on the market’s competitiveness." With 39 separate concerns listed by the Competition and Markets Authority in its latest progress report into Privacy Sandbox, its clearer than ever that it could be years before the technology is fit for purpose - if it ever will be. From the article: "Sandbox seems to fall short in supporting all current ad tech use cases and business practices. It may also lack the interoperability seen in solutions relying on third-party cookies. This could lead to advertisers shifting their budgets away from the open display market and into the “walled gardens” owned by giants like Google, Meta or Amazon, all with extensive access to first-party data... The scope and gravity of these concerns make it abundantly clear that the Sandbox is inadequately equipped, both in terms of its functionality and its impact on the market’s competitiveness, said James Rosewell, founder of the Movement for an Open Web (MOW) — a coalition of anonymous businesses and industry players. And, well, he’s got a point. Beyond a multitude of specific design flaws, the CMA has raised significant apprehensions about Google’s seemingly self-preferencing practices and the project’s long-term viability in terms of competition." https://lnkd.in/dtxTMD5f

Interesting article from Ronan Shields at Digiday on Here’s what The Trade Desk actually thinks about Google’s Privacy Sandbox: Here are my 🦄 recap: - Despite initial criticism, The Trade Desk is exploring integrations with Google's Privacy Sandbox APIs, showing a potential shift in their stance. The Trade Desk emphasizes using alternative identifiers like Core ID, RampID, or Unified ID 2.0 for targeting and measuring ad campaign success without third-party cookies. - Bill Simmons, The Trade Desk's vp of product, stresses the importance of activating alternative identifiers in a December 11 op-ed. - The advertising industry is working together to make new technology interoperable, aiming to overcome challenges posed by walled gardens in the name of privacy. - Google is funding third parties, like Criteo, Index Exchange, and OpenX, to conduct tests using Privacy Sandbox APIs, offering up to $5 million in support. - Google urges the industry to prepare for third-party cookie deprecation in 2024, with the timeline subject to addressing competition concerns from the UK CMA. https://lnkd.in/eFX3KpRB

The latest tests on Google's Chrome Privacy Sandbox reveal both challenges and opportunities for digital advertising. Bad news first: If third-party cookies were shut down today with the current Privacy Sandbox setup, publishers might face a drastic 60% drop in ad revenue on Chrome. But here's the good news – there's hope for a more viable solution. Todd Parsons, Criteo's Chief Product Officer, suggests that with crucial adjustments, the Privacy Sandbox could effectively replace third-party cookies. Let's keep innovating for a privacy-centric future in digital advertising! Read on for more: https://bit.ly/3VKKrho #ChromePrivacySandbox #DigitalAdvertising #PrivacyInnovation

It's at least three years in the making, but Google is starting the slow deprecation of third-party cookies for 1% of Chrome users on Jan 4, with a total phase-out by the end of the year. Well, there’s still plenty that could go wrong, not least the U.K.’s markets watchdog nixing Google’s cookie alternatives, or the thinning of sections of the ad-tech market (although, ad tech has a canny way of finding workarounds). I spoke with execs about what we can expect, from ad-auction shifts to attribution concerns. The industry impacts might still be on a slow burn for the rest of the year and beyond, but there is more publishers, vendors and marketers can prepare for. As Angela Carter nearly said, plan for the worst, hope for the best! Thanks to Ana Milicevic, Paul Bannister, Paul Bland, Eric Wheeler and others for your help. https://lnkd.in/eXKrCm_7