Time is almost up on Google's third-party cookie. Data Axle's Stephen Taunt shares how marketers can adapt their acquisition strategies to thrive in a cookieless future.
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Head of SaaS Sales Southern Europe & MENA | Helping brands effectively scale on Paid Social, Video & Display using AI | ex. LinkedIn, M6, IBM
The deprecation of #cookies is already in motion. 🍪 What can today's advertisers do to adapt their strategies to the evolving digital landscape? Read our blog post to discover Google's approach and learn about crafting a first-party #data strategy with Smartly.io. ➡️ https://bit.ly/47jfghs Embrace the data revolution and #worksmartly.
Charting a Course for Google's Cookie Deprecation
smartly.io
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MMM is one of the most important marketing tools for measuring long-term growth. It is good that the big players (Google, Facebook, Amazon etc.) are planning to offer services for this, as it helps to raise awareness of the issue of marketing data fragmentation and make it more available to companies. However, as always, we should focus on the methodology and try to understand the perspectives of those who are offering the solutions. As the article says, "If you let someone grade their own homework, don't be surprised when they give themselves an 'A'." This means that if we are offered surveys where the publishers/tech-providers are evaluating themselves, we should always make sure to be surrounded by different minds and experiences to discuss the results, and not only accept the numbers we have in front of us. I don't mean that we should ignore the data. Instead, we should discuss it and understand the pros and cons of the surveys we are analyzing. This is because the surveys will most likely share some interesting insights and actions to take. The only way to find these insights is by discussing them together with different minds and personalities. #digitaladvertising #measurement #econometrics https://lnkd.in/d93sWT-r
Why Facebook, Google And Amazon Are Embracing Media Mix Modeling | AdExchanger
adexchanger.com
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⏳Google is set to transition to data-driven attribution in September 🛑 First-click, linear, time decay and position-based attribution models will be deprecated Find out the immediate impact of this change and what the new predictive era of measurement means for advertisers in our latest blog by Benoît Le Gendre #google #attribution #data
Google wants you to think differently about attribution - Croud
https://croud.com/en-gb/
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Discover how Media Mix Modeling is reshaping advertising strategies in the cookieless world. Find out how major platforms like Meta, Google, and Amazon are using this tool to measure advertising effectiveness and overcome privacy limitations at the link below. #Leavened #MediaMixModeling #MarketingMixModeling #MMM #data #analytics #measurement
A new era of ads analytics? How Media Mix Modeling is reshaping strategies in the cookie-less world | Analysis | Campaign Asia
campaignasia.com
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“A data clean room is a secure environment where marketers can create scenarios using first-party data and generalized advertising datasets from media giants like Meta or Amazon. This can give marketers insights that we typically cannot get from using our own limited interface.” - Robert Tracy via MarTech https://zurl.co/fpmp #marketingprofs #b2bmarketing #growthmarketing #demandgen #leadgeneration #saasmarketing
3 future-proofing strategies for Google’s third-party cookie crackdown | MarTech
martech.org
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Very interesting article in Forbes this morning talking about data. As many sources have been saying, it is only getting worse with the Google Phase-out by Q3 of this year. So take a good look at your own first-party data, how valuable it is to your organization, and what you can do to leverage that for maximum impact. https://lnkd.in/gHBt87je
Council Post: Programmatic Ads And The Death Of Cookies: What Marketers Need To Know
forbes.com
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Is the death of the cookie 🍪 a good thing? Nick Watson from Marigold offers a different take on Google's plan to phase out third-party cookies. Instead of purely viewing it as an avenue for digital disruption, Watson suggests that it's a multifaceted challenge requiring careful consideration. The end of third-party cookies prompts marketers to reconsider strategies and embrace personalized approaches. Agreed. However, this shift presents its own challenges. Relying solely on direct consumer interactions for data collection, as Watson proposes, might oversimplify a complex matter imo. #zeropartydata #cookies #analytics #privacy #data
Hear me out: the death of the cookie is a good thing for marketers - here’s why
thedrum.com
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Google already shut down 3rd party cookies for 30M users. By the end of the year, 0 people will have cookies. What does that mean for you? 1. Little to no analytics capabilities 2. Attribution is out the window 3. Marketing ROI will be near impossible If you haven't switched to 1st party tracking, digital fingerprinting, and identity graphing, you're about to be screwed. https://lnkd.in/ehzaSC-R #marketing #marketingleadership #digitalmarketing
Attribution in a Cookieless World
revenueinstitute.com
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Synthetic data coming to fore. But it depends. Some are looking to replace 3rd party cookies with some other identifier but that limits scope to addressable. Others see the opportunity for full cross media in a more ambitious overhaul. The best media planning data includes a strong return path signal about the advertisers sales or customer acquisitions. To plan all media, you need a signal across all media. MMM does that; cookies do not.
The demise of third-party cookies might not be a bad thing
https://mediaincanada.com
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Really enjoyable read Myles Bruce. The biggest thing we are trying to develop at Invanity Marketing is the ability to leverage first party data to create stronger buyer personas and ICPs. Personally, I think Google will find a way to work around any input from the Competition and Market Authority and accelerate their movement towards purchasing space within specific sites through Google, as opposed to just based on the audience. https://lnkd.in/e7jv-CGd #paidmedia #cookies #data #displayads
How Google’s Third Party Cookies Phase Out Affects You
https://invanity.co.uk
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