Why Marketers Need to Return to Media Mix Models
In a recent interview with AdExchanger , Chetna Bindra, Product Manager for User Trust, Privacy and Transparency at Google, said that as the cookie apocalypse of Chrome announced for 2023, marketers need to work harder. According to Bindra, "[Google] will not build an alternative solution to continue to collect data about individuals as they browse the Internet." Also according to Bindra, this also means not using Chrome users' login information to feed Google's advertising platforms. If so, the trend towards a complete blocking of individual user data is set to continue – and it's likely to only intensify over time! In such a context, marketers will have fewer tools at their disposal to observe user behavior and link it directly to the performance of their campaigns. For now, Google offers alternative audience building solutions through proposals like FLoC and FLEDGE, which promise a depersonalized approach to segmentation and targeting based on user cohorts. But these solutions will …
The truth about the delayed end of third-party cookies in 2024
On July 27, 2022, Google announced that its sandbox for privacy management will need more testing. Indeed, third-party cookies will be phased out from the year 2024 instead of 2023. Advertisers and e-commerce sites will therefore have an additional year to adapt to a world without third-party cookies. Of course, this important news does not come without controversy. Faced with such a turnaround, many are wondering what the “real” reasons behind this postponement are. Could there be eel under rock? ONE NEWS DOES NOT WAIT FOR ANOTHER A few days after this first announcement, a second came to stir the community of AdTech advertisers. On August 3, Digiday revealed details about an alleged Apple DSP platform . Since then, the buzz in the industry has literally exploded. Nothing to dampen the general curiosity, many believe that the launch of a new platform by Apple could be the strategic extension of an event that occurred earlier this year. Indeed, during the new update of its privacy poli …
Evolving your media practice in a privacy-centric marketing context
The implementation of the second phase of Bill 25 in Quebec on September 22, 2023, adding to the announced death of third-party cookies on Chrome in 2024, is an event that disrupts the foundations of digital marketing.