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Kandungan disediakan oleh Frederick Vallaeys. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Frederick Vallaeys atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
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Google’s U-Turn on Cookies: What Does It Mean for Advertisers | PPC Town Hall 98

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Manage episode 436669647 series 3243972
Kandungan disediakan oleh Frederick Vallaeys. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Frederick Vallaeys atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.

Watch the video version here: https://youtu.be/DGSCAPCsqiQ

In this episode of PPC Town Hall, the discussion centered around Google's recent decision to no longer deprecate third-party cookies in Google Chrome, despite previous announcements suggesting otherwise. Ben Vigneron from Blackbird PPC discussed what this means for advertisers and the broader digital marketing landscape. Key Takeaways: Google's Decision and Its Implications: - Google has decided to delay the deprecation of third-party cookies in Chrome, which was initially driven by privacy concerns and regulatory pressures (e.g., GDPR, CCPA). - This delay means that advertisers will continue to use third-party cookies for a while longer, but it doesn't change the industry's overall direction toward increased privacy and first-party data reliance. Consumer Privacy and Choice: - Despite the delay, Chrome will introduce a choice screen, similar to Apple's, allowing users to opt out of tracking, which could lead to a significant reduction in available data for advertisers. Shift to First-Party Data: - Advertisers should focus on leveraging first-party data by integrating it back into ad platforms (e.g., Google Offline Conversion Tracking). - UTM-based tracking remains relevant and should be utilized to measure performance across different platforms. Advanced Measurement Techniques: - Media Mix Modeling (MMM): A powerful method that correlates historical spend across channels with backend data (e.g., sales or subscriptions) to determine the true impact of various marketing initiatives. - GeoLift Testing: Useful for isolating the impact of specific campaigns in certain geographic areas by comparing them to control groups. - Both techniques help address the limitations of third-party cookies and provide a more holistic view of marketing performance. Analytics Tools: - Google Analytics (GA) remains useful but has limitations, especially with channels that don't drive website sessions (e.g., LinkedIn lead forms, YouTube views). - MMM can fill gaps left by traditional analytics by providing a broader picture of channel performance. Future of Digital Marketing: - As the industry moves towards more privacy-focused practices, advertisers must adapt by becoming more technical, particularly in data science and first-party data integration. - Tools like R, Python, and open-source libraries (e.g., Meta's Robin, Google's Meridian) can help marketers implement advanced measurement techniques without needing to be data scientists. Survival in the Age of AI: - With the rise of Generative AI (GenAI), digital marketers should focus on leveraging these tools to augment their skills rather than replace them. - Learning to integrate and use these tools effectively will be key to staying relevant in the industry. Follow Ben on LinkedIn at https://www.linkedin.com/in/benjaminvigneron/ Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/ ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

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102 episod

Artwork
iconKongsi
 
Manage episode 436669647 series 3243972
Kandungan disediakan oleh Frederick Vallaeys. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Frederick Vallaeys atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.

Watch the video version here: https://youtu.be/DGSCAPCsqiQ

In this episode of PPC Town Hall, the discussion centered around Google's recent decision to no longer deprecate third-party cookies in Google Chrome, despite previous announcements suggesting otherwise. Ben Vigneron from Blackbird PPC discussed what this means for advertisers and the broader digital marketing landscape. Key Takeaways: Google's Decision and Its Implications: - Google has decided to delay the deprecation of third-party cookies in Chrome, which was initially driven by privacy concerns and regulatory pressures (e.g., GDPR, CCPA). - This delay means that advertisers will continue to use third-party cookies for a while longer, but it doesn't change the industry's overall direction toward increased privacy and first-party data reliance. Consumer Privacy and Choice: - Despite the delay, Chrome will introduce a choice screen, similar to Apple's, allowing users to opt out of tracking, which could lead to a significant reduction in available data for advertisers. Shift to First-Party Data: - Advertisers should focus on leveraging first-party data by integrating it back into ad platforms (e.g., Google Offline Conversion Tracking). - UTM-based tracking remains relevant and should be utilized to measure performance across different platforms. Advanced Measurement Techniques: - Media Mix Modeling (MMM): A powerful method that correlates historical spend across channels with backend data (e.g., sales or subscriptions) to determine the true impact of various marketing initiatives. - GeoLift Testing: Useful for isolating the impact of specific campaigns in certain geographic areas by comparing them to control groups. - Both techniques help address the limitations of third-party cookies and provide a more holistic view of marketing performance. Analytics Tools: - Google Analytics (GA) remains useful but has limitations, especially with channels that don't drive website sessions (e.g., LinkedIn lead forms, YouTube views). - MMM can fill gaps left by traditional analytics by providing a broader picture of channel performance. Future of Digital Marketing: - As the industry moves towards more privacy-focused practices, advertisers must adapt by becoming more technical, particularly in data science and first-party data integration. - Tools like R, Python, and open-source libraries (e.g., Meta's Robin, Google's Meridian) can help marketers implement advanced measurement techniques without needing to be data scientists. Survival in the Age of AI: - With the rise of Generative AI (GenAI), digital marketers should focus on leveraging these tools to augment their skills rather than replace them. - Learning to integrate and use these tools effectively will be key to staying relevant in the industry. Follow Ben on LinkedIn at https://www.linkedin.com/in/benjaminvigneron/ Follow Fred on LinkedIn: https://www.linkedin.com/in/frederickvallaeys/ ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

  continue reading

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