At their annual I/O developer conference in May, Google announced two new initiatives for its Chrome browser set to launch later this year. Google’s privacy controls and new cookie requirements previewed at the event are expected to increase user control over their data and prevent fingerprinting without user consent. This is great for consumer privacy, but how will these upcoming changes impact your advertising campaigns?
What Does This Mean for Advertisers?
While Chrome represents over two-thirds of desktop browser market share and 63% of mobile browser market share globally according to eMarketer, it’s difficult to precisely say how much Google’s changes will impact advertisers until we see how Google plans to promote the new features to consumers. If the capability to turn off cross-site cookies is user-friendly and prominently displayed, it may prompt some consumers to act. However, if the functions are hidden or buried in a settings menu like Chrome’s current functionality to erase all cookies from a user account, then the impact to advertisers will be minimal. Certain ad-supported businesses, like online publications who rely on cookies to learn information about their readers and sell advertising space, may have a hard time adjusting to Google’s privacy controls at first. This puts the onus on businesses to rely more heavily on first-party data and to ensure their compliance with privacy regulations to maintain those strong data sets.
How Is Goodway Responding?
No changes have gone into effect yet, and while this may result in the deletion of some data-tracking cookies, we aren’t expecting a significant impact at Goodway Group. However, our team is working closely with demand, supply and data partners to monitor this news and set up our clients and their campaigns for success throughout 2019. As any digital media buyer will tell you, data on the websites people visit and how they behave on different sites is critical to building a long-term successful campaign. Fortunately, we’re one step ahead to ensure your campaigns stay on track. Moreover, we support steps that the digital ecosystem takes to increase consumer consent and control, knowing these improve the overall online experience and trust between publishers, advertisers and consumers. The industry has been moving away from third-party cookies for some time now, but it takes time to develop a more efficient, privacy-friendly model. Besides Google’s new privacy controls, several other efforts are already underway to move the industry in the right direction, including The Trade Desk’s unified ID solution, The Advertising ID Consortium and the IAB’s DigiTrust ID. Continue to be among the first to hear about what’s trending in the industry and get expert advice on what it means for advertisers. Subscribe to our blog and keep up with the latest topics and changes in programmatic media.