Google’s Plan For Ad Targeting Without Third-Party Cookies

Google outlines new privacy-focused ad targeting strategies to replace tracking cookies, leaning on AI and first-party data.

Google will soon begin phasing out third-party cookies in Chrome.
New targeting will rely more on first-party data and AI algorithms.
Marketers must prepare now for changes coming in 2024.

As web browsers say goodbye to third-party cookies, online advertisers are exploring new ways to show ads to people without using the old tracking methods.

Moving to a “Time of Prediction” Google shared its plan for a future without cookies in a recent video featuring Radhika Mani, a senior manager at Google Display Ads.

This change is happening as Google gets ready to stop using third-party cookies in Chrome. Cookies have let advertisers track users across websites to show them specific ads, but this raised privacy concerns.

Google found that 89% of internet users would trust brands more if they used technologies that protect privacy.

“In a future without third-party cookies, marketers will need to use stronger strategies for understanding their audience,” said Mani.

She talked about using more first-party data and connecting with new privacy-friendly tools like the Privacy Sandbox’s Safe Audience API.

The API suggests things like setting minimum targets for ad targeting and keeping user data for shorter times to reduce constant tracking. Google plans to include this API in its ad platforms to keep targeting while meeting stronger privacy rules.

New Options for First-Party Data According to Mani, advertisers will still make lists of their audience, but improved AI will help make up for less tracking. Features like Smart Bidding and Optimized Targeting aim to make ads more relevant using internal algorithms.

Mani mentioned that optimized targeting boosted conversions by 50% for some Google Display customers. Improving campaigns with Performance

Google is also making first-party data features like Customer Match better, allowing personalized ad targeting based on what advertisers know about their customers.

New tools like PAIR let advertisers use this first-party data on other websites.

Google is encouraging advertisers to use these AI tools and first-party data features to get ready for the end of cookies.

More About Privacy Concerns The move away from third-party cookies is happening as more people ask for better privacy protections.

Tech companies are getting more attention for how they handle user data, especially with practices like very targeted ads that raise ethical questions.

Getting rid of third-party cookies is meant to stop constant tracking of people across the internet.

Advertisers have different opinions about ending third-party cookie targeting. It might affect how much money digital ads make, but new targeting and measurement methods could take over.

In Summary Even though targeting might not be as precise after third-party cookies go away, improvements in using first-party data and AI can help find solutions.

For online marketers, investing in automated and permission-based solutions now is important for navigating the changing advertising landscape.

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