![]() Marketers are craving replacements to their "traditional" digital advertisements, and working with influencers is one of the best ways for brands to reach a highly specific audience without giving any additional media money to the monopolistic tech giants. In a few words: Invest in the creator economy. What can be done to minimize fallout from these changes? due to advertisements being shown to less relevant or qualified audiences than before the iOS changes. Loss of cookie data gives machine learning-based platforms like Facebook and Google less signals for optimization, meaning advertisers could be investing the same amount into media year over year and seeing a significant decrease in results, revenue etc. For example, the New York Times reported that one small business that heavily relied on Facebook advertising saw their revenue drop 60% immediately after Applie’s iOS changes. Marketing teams across agencies & brands, both big & small, are having to make adjustments to how they allocate their budgets and ad spend. What do these changes mean for marketers? These replacement solutions are slowly being made available to advertisers for testing purposes, and Google employees are much more optimistic about their potential success than the advertisers themselves. In July 2022, Google announced a delay in replacing third party cookies for Chrome users, extending the deadline for advertisers to transition to Google’s replacement until 2024.Just 4% of people are currently allowing their data to be shared with new apps they download, and an estimated 25% have opted into sharing their data with Facebook.Most marketers have had to make drastic changes to measurement/attribution and importantly - finding new & incremental audiences. By making it easy for consumers to turn cookies "off" at the individual app level OR universally across all apps downloaded on a user's device, it has made marketers' jobs exceedingly more difficult in various ways.Apple has very publicly taken a "consumer first" approach to how they handle user data, and in April 2021 made changes to their iOS via their Intelligent Tracking Prevention software that gives the end user easy access to changing the way data is passed from their devices (mostly iPhones) to various platforms.What’s changing with Cookies in 2022 and beyond? a similar audience to current customers, or past purchasers). Not only could you target advertisements to individuals who have shown interest in your brand or things that might be related to your brand, you could create lookalike audiences, which find people most similar to the audiences that are most important to an advertiser (i.e. Several advertising platforms - especially Facebook and Google - have touted robust solutions using native data (aka platform usage data) and third party cookie data to identify audiences on their platforms. The upside for consumers historically has seemed great - free platforms (Gmail, Meta, etc.) come with the "minor" cost of giving up personal data. ![]() The cost is data that consumers have willingly given platforms to be used by advertisers by accepting the terms and conditions to use these platforms. So while the internet is largely "free", it’s powered by advertising. There are just a handful of tech giants that have a monopoly on consumers' digital data - namely Facebook, Google, Amazon and Apple. Other cookies are placed on websites by developers to give usage data to third parties - giving advertisers valuable (and anonymous) data to use in audience targeting. Some cookies are functional like eCommerce cookies remembering what products you've added to your cart as you continue to shop on a website. In the internet world, cookies aren’t as tasty as the snacks in our pantry - digital cookies are a small packet of alphanumeric data that are left behind on a user's device as they navigate various pages of a website. These changes have big implications for the future of online marketing we’re here to help break down the basics and shed some light on how marketers can best respond.įirst thing's first: What exactly is a Cookie? As Google and Apple change their privacy settings, marketers are learning how to respond to the updated digital advertising landscape. If you or your brand participates in any form of online advertising, chances are you’ve been hearing a lot about cookies lately (and no, I’m not talking about the chocolate chip variety).
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