Whilst we’ve heard for 12 months, the relentless news of the impending cookie-less world, Google have finally confirmed what this will look like from an identifiable and trackable point of view. They have been explicit in what this means once cookies are no longer available “we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”
Whilst there is acknowledgement from the tech giant that this move will put Google on the backfoot against other ad tech companies that will still provide tracking capabilities, Google says this move is due to an ‘erosion of trust’ from the consumer as advertisers flock to deliver relevant advertising using the humble cookie.
Can I track anything after the cookie crumbles?
Yes, you can but not as we know and rely on it today. Introducing Privacy Sandbox.
Privacy sandbox will replace any use case where the targeting and measurement of digital ads that are not via consensual first-party data. The Privacy Sandbox will provide anonymized audience cohorts (a group of unidentifiable people with similar interests) for targeting purposes known as FLoC (Federated Learning of Cohorts). Cohorts can be pre-defined or customised.
There will still be the ability to track conversion based data through Privacy sandbox but not to the granularity we are able to report on today. Instead, conversion measurement information will provide information such as event level reporting which will provide information on patterns in the data – again, aggregated information.
You can still use first party data
Providing you, the advertiser has consent, Google will continue to support the use of first party data across advertising on it’s platforms. Therefore, it has never been more critical to ensure you have a robust customer data and CRM strategy.
If you want to learn more about the impact of a cookie-less world read our previous article or reach our to one of our ADMATICians