The Chrome browser is hugely popular, with a near two thirds share of the market. It’s also one of the few browsers, if not the only one that has a very relaxed position on third-party (3P) cookies . Note - most other browsers already block them!
This was all set to change. Chrome was going to (gasp) deprecate (block) third-party cookies. But these are really important for advertising. Small and Medium Sized Enterprises (SMEs) immediately ask these key questions:
How will this affect Google Ads?
How will this affect advertisers?
How will this affect user privacy?
Well, this week (late July 2024) Chrome decided to delay the deprecation of third-party cookies indefinitely.
Gasp again.
This sparked the same raft of the same questions. Lots of opinions have been offered from large agencies, and industry leaders but what does this mean for SMEs that still need to use Google Marketing Platform (GMP) for marketing and advertising with Google?
Immediate Actions:
There are three important things to consider:
1. Optimise Current Campaigns:
• Keep calm, and carry on - your world will not change overnight so don’t panic
2. Optimise analytics
• Make sure your GA4 is the best it can be
3. Be the best you can be at privacy
• Make sure your cookie banner is as good as it can be
• Transparency: Be transparent about how you collect and use data to build trust with your customers.
That’s a great start, and plenty to keep most occupied along with running a company.
Don’t expect Google to do anything with Chrome that will wreck their business. They’re not going to harm their cash cow, and they can’t afford to sacrifice user privacy. So don’t panic, but also, don’t be complacent. Remember, third party cookies are already blocked by most other browsers.
So, what should you do to make your advertising as efficient as possible in the medium-to-long term?
Medium to Long-Term Strategies:
This is where we need to have grown up conversations about data collection, and being prepared for change. We can step in to support you on the short term actions listed above but what else needs to be on your roadmap?
Use Duga Digital to support you in your technical preparations. You’ve possibly heard about Server-Side Tagging:
Yes, it is the future.
No you don’t have to sell your business soul to “the cloud”.
No, it doesn’t have to be complex and expensive.
Yes, it is worth it for data quality, and advertising effectiveness.
It’s our job to help you stay updated and agile. See us as a trusted partner. You focus on running your business - you do you, we’ll support you in where the digital marketing business needs your attention:
• Industry Trends: Providing not only industry news and updates on privacy changes, data management practices, and new marketing technologies.
• Agility: Be ready to pivot your strategies as new tools and regulations come into play. What do they mean for your business? How do you adopt new technologies?
By following these strategies, and working with a partner like Duga Digital, SMEs can effectively prepare for the future landscape of digital marketing without third-party cookies.
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