Google Chrome Archives - Passion For Innovation

Google, Google chrome, chrome browser, third party cookies, cookie-less browser, cookie-less future, cookieless, digital advertising, contextual advertising, phase out, advertisers, advertising, privacy-focused, small-scale deprecation, ad tech, Privacy Sandbox, Tracking Protection, Sandbox, retargeting, first-party cookies, first party data, hashed emails, API, media buyers, encrypted, contextual data, FLoC, FLEDGE, Topics API, point-of-sale, RMNs, in-market consumers,

January 5, 2024by NetraMedia

Google’s Third-Party Cookies Deprecation Rolls Out Today

Cookies are the currency of the world of digital advertising. At least that’s how they were once. Now is the time to get ready to phase out third-party cookies and begin using cookie-less strategies. Making the switch to contextual advertising will now require getting ready for a world without cookies.

Beginning today, January 4, Google intends to remove third-party cookies from its Chrome browser by the end of 2024. With 1% of cookies impacted, the tech giant has planned a gradual phase-out that will begin today and give marketers time to adjust before the full removal by the end of the year. Publishers’ and advertisers’ interactions will undoubtedly change significantly as a result of the gradual removal of cookies. It represents a significant policy shift and a move towards privacy-focused transactions.

Google’s third-party cookies phase-out plans

As part of a pilot program, Google will begin gradually phasing out cookies for 1% of Chrome users starting today. To prepare for the big show, Google’s masterminds will observe, evaluate, test, and reorganize. Understanding the nature of the cookie-less environment and its practical implications will be greatly aided by this small-scale deprecation. Although Google did not immediately disclose the precise number of cookies for the impacted internet users, it is possible that up to 30 million cookies are in place. Despite being gradual and phased out, the phaseout would be finished by this year’s second half, most likely in Q3 2024. If regulations allow, Google intends to remove third-party cookies for all Chrome users.

Image credit- Google

A major shift in the advertising world

Google wanted to allow publishers and advertisers ample time to get ready. Thus, the delayed launch. This will compel significant adjustments to the way digital advertising functions. Some worry that it might force websites to use more obscure tracking methods. Given how heavily the digital advertising sector depends on third-party cookie tracking, the news is probably going to cause controversy. Certain ad tech companies may lose their present capacity to gather data. Rather than being genuinely excited, the advertising industry’s anticipation can best be described as cautious skepticism. It is independent of the segment of the advertising business, be it browsers or ad tech providers.

Origin of third-party cookies

Originally, the goal of third-party cookies was to provide website users with more specialized advertisements. Rather, they evolved into something that was frequently centered on obsolete consumer behavior. To generate behavioral profiles, cookies were combined. Because of retargeting and open conversion loops, website users would still see ads for items they had previously browsed six months ago.

How does the advertising world perceive this?

At the moment, the Privacy Sandbox is not a problem for any ad tech providers. Some vendors may view the partnership with Sandbox as a calculated move to remain relevant and competitive in light of Google’s strong market position. This decision was made easier by the testing grants Google is providing. That being said, some businesses aren’t as welcoming. They are unwilling to support the Sandbox as long as they believe it will further reinforce Google’s supremacy over the advertising industry.

With this first rollout, advertisers, publishers, and creators should take advantage of the chance to test and modify their strategies to effectively adjust to this change. Although the digital advertising industry has had nearly four years to plan, it is now necessary to develop flexible and adaptive approaches to determine what works and what doesn’t.

Important Alternatives to Cookies

It’s safe to say that there are a lot of interesting and complicated third-party cookie alternatives available. Shifts on this scale leave alternative identities in a constant state of change. They face difficulties with privacy compliance, interoperability, and measurement and targeting efficacy. Even the front-runners struggle with personal issues.

First-party cookies

To get ready for a world without cookies, advertisers need to gradually wean themselves off third-party data. To address this, first-party data-based solutions must be adopted, enabling advertisers to use their own, consenting user data for targeting. Instead of cookies, publishers and advertisers are experimenting with several first-party data-based solutions.

In the world of digital advertising, first-party cookies are a tactical turning point. Because they are site-specific, these cookies are ideal for meeting the requirements and preferences of different publishers and websites. Everything is connected to Google’s Privacy Sandbox program. The main focus of this large-scale project is privacy compliance. It seeks to satisfy cross-site use cases without using third-party cookies or other tracking mechanisms while balancing the needs of digital advertising with the privacy of individuals.

Image credit- Campaign Asia

Hashed emails

User email addresses are necessary for a hashed email solution to work. A user provides a wealth of identity and online behavioral data when they log in with their email address. This crucial information, which is now hidden by an encrypted identifier can be shared further up the chain with media buyers for more precise targeting. It can be pushed through a hashed email API and ensures that user data is fully secure. Ad tech companies first proposed hashed emails as a substitute for third-party cookies.

Contextual data

One more of these alternative methods for third-party cookies is to use contextual data, which provides perspective about an online user rather than presumptive behavior. Contextual data assists advertisers in making decisions based on the content a user is currently consuming rather than previous behavior in this way. In addition to being frequently more effective, contextual data is also less expensive to obtain than third-party data. Generally speaking, contextual ad impressions are less expensive than behavioral ones. Given that the targeting is based on context and recency rather than legacy behavior, it can also aid in providing a better user experience.

APIs

Google is testing APIs. These include the “first locally executed decisions over groups experiment” (FLEDGE) and the Topics API, which have taken the place of the Privacy Sandbox’s initial federated learning of cohorts (FLoC) proposal. After analyzing a user’s three weeks of content consumption in an anonymous manner, Topics creates five “Topics” every week, one of which is sent in response to an ad request. The FLEDGE API auctions don’t rely on following users around websites because they operate directly within Chrome.

Retail Media Networks

Another cookie-less option that has emerged is retail media networks. Through these platforms, advertisers can reach more niche audiences and gain access to first-party data, including loyalty and point-of-sale data. By expanding the scope of this first-party data outside of the retailer’s owned and operated properties, RMNs assist advertisers in reaching in-market consumers without the need for cookies.

Chartering the course in the future.

The ad tech industry has entered uncharted territory with Google’s third-party deprecation. Everyone is wondering what the world will look like when the last third-party cookie disappears. There’s no denying that this ushers in a new era of digital advertising where privacy is crucial. Publishers will need to adjust to first-party cookies and other practices like hashed emails, and advertisers will move toward more content-based and contextual approaches.

Businesses of all sizes will need to be inventive and flexible to succeed in this new era. This entails making investments in fresh platforms and technologies that can adapt to the change and create new opportunities for efficient audience targeting without compromising user privacy. It’s not all bad news, though. A plethora of prospects lie ahead of us. Recall that in the cookie-less future, flexibility is essential.

Media, sandbox apis, google chrome, third-party cookies, groupm, wpp, marketing, advertising, groupm partners, ad tech, cookie deprecation, collaboration, media investment, post-cookie technology, global initiative, feedback, groupm clients, global reach, meta-analysis, media buying, meta-study, digital investment, competition and markets authority, CMA, privacy sandbox, user privacy, first to market, privacy centric,

November 16, 2023by NetraMedia1 comment

GroupM and Google Announce Post Third-Party Cookie Readiness Program

In collaboration with Google Chrome, GroupM, WPP’s media investment group, announced the opening of the world’s largest post-cookie technology readiness program. GroupM clients come together as part of this global initiative to gain a faster understanding of Google Privacy Sandbox APIs and how they are used in advertising. Clients who are willing to participate will have access to the learning program, which will enable them to evaluate and enhance their preparedness for third-party cookie deprecation in a practical setting with their own audiences and products. The collaboration’s goal is to eventually replace Chrome’s current reliance on third-party cookies.

Readiness Program for post-third-party cookies

In collaboration with Google Chrome, GroupM has introduced the first global post-cookie technology readiness initiative. To assist with technical troubleshooting, clients will be able to anonymously share test results. Additionally, as the test progresses, Google representatives will provide resources and direct feedback to GroupM clients. For the time being, they will only be offering this to GroupM. GroupM intends to utilize its global reach as the top media-buying agency to perform a meta-analysis of individual brand tests. The data will be anonymized and aggregated to facilitate learning and ultimately produce a meta-study.

Additionally, GroupM’s ad-tech partners’ solutions will be tested on the market first for participating advertisers. In a post-cookie world, the program is supposed to educate clients on targeting, optimization, and measurement of digital investments in display and video. Participating brands may share their thoughts on Privacy Sandbox features and utilize their current media plans and budgets without having to make any additional financial commitments.

Characteristics of the program

Unified Guidelines: GroupM is developing a unified testing framework based on the post-cookie testing guidelines provided by the UK’s Competition and Markets Authority (CMA). GroupM will collaborate with ad tech partners and advertisers to comprehend their plans for integrating privacy technologies. These will include Privacy Sandbox APIs and will overlay pertinent tests when feasible.

Anonymous Data: In addition to the brand’s own Privacy Sandbox program, GroupM will perform an anonymized meta-analysis across individual brand tests in order to maximize the learning potential for each participating advertiser. As part of group learning and ultimately a meta-study, this data will be aggregated and anonymized.

Enhanced Learning: With global ad tech partners, participating advertisers will have direct access to testing across GroupM alpha and beta. Participating clients will gain access to GroupM’s collective knowledge. Additionally, they will learn at the forefront of this industry-altering change as first-to-market testers.

What’s in it for advertisers?

This program offers advertisers the chance to prepare for the eventual deprecation of third-party cookies. It paves the way for brands to target, optimize, and measure without them. One of the many ways GroupM will assist clients in modifying their marketing strategies to stay relevant and successful in a post-cookie world is through this program.

Google’s third-party cookies phaseout

Subject to resolving any competition concerns with the CMA, Google confirmed its plans to start deprecating third-party cookies in Chrome in H2 2024. It is doing so in an effort to better protect people’s online privacy. With GroupM and Google launching a post-cookie readiness program, it appears that the era of long-standing tracking and targeting technology is drawing to an end.

GroupM – Google Chrome partnership

GroupM will be in a better position to assist its clients in developing digital strategies that make use of Privacy Sandbox technologies. This is thanks to its partnership with Google Chrome. Learnings will be made available to GroupM. Moreover, participating clients prior to the scheduled deprecation date of third-party cookies in Chrome. Along with important ad tech partners, they can also offer input on Privacy Sandbox features. They can further assist in defining new internet privacy regulations that allow online content creators and publishers to maintain free content. Through the use of current media plans and budgets, the Privacy Sandbox program optimizes current campaigns. It does so in a way that is both future-proof and privacy-centric without requiring additional funding.

Here’s what they said

Christian Juhl, GroupM’s Global CEO said

We strongly believe advertising can and should respect people’s privacy while continuing to deliver exceptional value for consumers and advertisers. Since Google publicly declared their intention to deprecate third-party cookies, we’ve been collaborating closely with the Chrome team, our clients, and other partners to ensure our clients won’t miss a beat when the transition happens. The program we’re announcing today is an exciting step forward in that collaboration that will allow our clients to test existing preparations and enable us to develop new approaches where necessary.

Anthony Chavez, Vice President, Privacy Sandbox, Google added,

This program is a key step in our ongoing efforts to ready the industry for the transition to the post-cookie era. GroupM is well equipped to help advertisers with their third-party cookie deprecation preparation efforts. Along with their ad tech providers, this initiative will help GroupM’s clients as they work to integrate the capabilities that the Privacy Sandbox provides. Through this readiness program, GroupM and its clients will play an important role in helping to create a more private internet for everyone.

Google chrome, Microsoft edge, mozilla firefox, web browsers, CCA, SSL, MEITY, information technology, electronics, India

August 14, 2023by NetraMedia Technology1 comment

India Launches IWBDC In a Drive For “Aatmanirbhar Bharat”

The Ministry of Electronics and Information Technology (MEITY) has announced the launch of the Indian Web Browser Development Challenge (IWBDC) in its stride towards “Aatmanirbhar Bharat” (self-reliant India). The program’s goal is to promote locally created web browsers that will compete with popular options like Google Chrome, Mozilla Firefox, Opera, etc. A Controller of Certifying Authorities (CCA) India root certificate will be built into the web browser, to be used on a worldwide scale. MEITY, CCA, and C-DAC Bangalore will be in charge of overseeing the cash grant of Rs. 3.41 crores that the IWBDC has secured.

🚨 India to develop own browser to take on Chrome, Firefox in new Atmanirbhar bid.

MeiTY has launched the Indian Web Browser Development Challenge and plans on launching its own internet browser.

— Indian Tech & Infra (@IndianTechGuide) August 10, 2023

The goal of the challenge is to promote India’s digital autonomy by creating an indigenous Indian web browser. The Digital India movement changed India’s functioning by empowering its people, growing the economy, and improving government in general. The promotion of indigenous inventions is essential to achieving the goal of a self-sustaining, digitally savvy India as the nation embraces technology.

The recommended browser will put a strong emphasis on usability and accessibility. Additionally, it will include built-in support for those with a range of skills. The browser also sees the option to use crypto tokens to digitally sign documents, which will increase the safety of online interactions and transactions.

A digitally sufficient India

The CCA is essential in assuring the integrity and reliability of digital certificates issued in India. Additionally, it permits nationwide secure and encrypted electronic transactions. However, India has relied on SSL certificates generated by Roots of foreign organizations for SSL certifications. To circumvent this obstacle, a browser with an integrated India Root Certificate will be helpful.

According to the release, the IWBDC will be a free contest to develop a native web browser. It will have advanced functionality, its own trust store, and improved security and data privacy features. India will gain leverage in negotiations with US browser providers such as Chrome and Firefox to accept India’s online security certification authority with this scheme.

Trust stores or root stores of web browsers contain a list of certified authorities. As of right now, neither Firefox nor Chrome’s root stores contain India’s official certifying body.

The Indian Web Browser Development Challenge

Mr. Arvind Kumar, the Controller of Certifying Authorities, spearheaded the launch in New Delhi. He stressed its importance in light of India’s recent decision to create its own browser. He also emphasized that as one of the fastest-growing economies in the world, India should stop using foreign browsers and lessen its dependency on foreign technologies. The suggested browser will follow international guidelines and protect sensitive data.

The competition’s open format is anticipated to produce the greatest results. The MeitY sponsorship is expected to encourage development of an Indian Web Browser that incorporates security features, plugin interfaces, and cutting-edge industry standards. The browser will be created for all major devices and platforms.

Participants will include tech startups, MSMEs, companies, and LLPs constituted under the Companies Act 2013 as well as Indian tech startups. The firm must have a threshold of 51% of its shares owned by Indian citizens or people of Indian ancestry to be eligible. Furthermore, it must not be an affiliate of a foreign company.

India has a big internet market, and foreign browsers are vying for a piece of it. With a market share of 88.47% among its around 850 million users, Google Chrome leads the pack. This is followed by Safari with a market share of 5.22%. Microsoft Edge with 2%, Samsung Internet with 1.5%, Mozilla Firefox at 1.28%, and all other competitors combined at 1.53% lag behind it.

Native web browser development and rollout are anticipated to be accomplished by the end of 2024. Domestic entrepreneurs, academic organizations, and businesses have all received invites to take part in the initiative. Chosen pitches will receive support all the way through the course of production.

Here’s what government officials said

According to statements obtained by Moneycontrol, a government representative stated,

“The government will also play a role in facilitating the acceptance of domestic web browsers. These browsers should not only adhere to Web3 standards and facilitate digital signatures through cryptographic tokens but should also integrate native features such as support for Indian languages.”

Another official said,

“As the country sets on a path to become the third-largest economy in the world, it is important that we have control over our digital destiny. We don’t want to be dependent on foreign web browsers in areas where the security and safety of citizens is paramount… Atmanirbharta should be there in web browsers as well.”

google chrome, chrome browser, chrome extension, search engine, ios, android, google, chrome web, google analytics, google analytics dashboard, analytics 4, data, tracking

August 3, 2023by NetraTechnology

Google’s Triple Treat- Unleashes a Trio of Updates to Elevate User Experience

Google is embracing the future of greatness. Three game-changing changes from the tech superpower will revolutionize user experience across platforms. These updates, which range from enhanced usability to seamless disruptive capabilities, will enhance user journeys to a higher level. This article explores in detail these innovative improvements that will affect our online life.

Generative Search Experience Update

The AI-generated answers in Google’s latest search generative experience can now display playable videos in addition to photos. Google stated in their blog, “With our generative AI-powered Search experience (SGE) you can quickly get up to speed on a new topic, uncover quick tips for your specific questions or discover products and things to consider.” Google has included generative AI in its search engine so that users can benefit from it. The upgrades that will simplify your life are listed below.

Enjoy images and videos with your searches

It’s been said that seeing something for oneself helps one grasp it better. Google recently added images and videos to its search results, and individuals who have joined Google Labs will soon be able to access the upgrade. As a result, when someone queries something, it returns relevant material including photographs and YouTube videos in addition to a text description. For instance, if consumers look up how to remove stains from marble, they can easily find guidance and pertinent material online.

Credit: Google

Amplify Curiosity

Users can search the web for useful information when particular topics pique their attention. Google offers them relevant links to aid in their search results along with an AI overview. Additionally, each link on the website has the published date attached, and they are constantly working to improve the AI model.

Turbocharge your insights

Google recently revealed significant speed improvements that cut AI snapshot time in half.

Google AI updates indicate the sources it has accessed information from, setting it apart from rival AI chatbots like ChatGPT. It is useful to cite and refer to links when researching.

Doesn’t it all sound cool? But wait, there’s more!

Mobile Lookup Updates

In order to improve users’ search experiences on the Google mobile browser, Google has unveiled additional updates. With expanded search concepts, popular and trending topics and themes, and other improvements, searching is now simpler.

Google’s Search Serenades

Google now provides search suggestions pertinent to the website the user is currently browsing. “Related to this page” is the feature’s name, and it offers consumers additional options to look through.

Image Credit- Search Engine Journal

The Google Trendspotting journey

The upgrade also makes it easier for users to access address bar-based trending topics and searches. The iOS version of this feature will be released later this year, but it is only available in the Chrome browser for Android.

Image Credit- Google

Search for similar terms

Users may now search for a word or term immediately from the page they are currently viewing thanks to Google’s touch-to-search upgrade. This was introduced a few years ago on Android. Now that the tool has been updated, they can use it to get relevant search results. For instance, the user can select a word and learn more about it. This is if they are reading about a subject and come across a term that interests them.

Credit: Google

Intensify your search

In addition, users will be able to view 10 queries rather than just six suggestions to improve their search experience. The first results will be those most pertinent to the search query. After that, visitors may scroll down to search for further possibilities.

Google Analytics 4 Updates

Google has released several enhanced capabilities on the Google Analytics 4 platform. These capabilities are aimed at improving campaign optimization and helping advertisers better understand user behavior patterns. The upgrade offers enhanced metrics, particularly for iOS campaigns, and a deeper look at targeting tools and performance uplift possibilities. This is how app marketers will benefit:

Audience tools

Unnotified audience suggestions

This tool will help untap the audience of the current app to target those users who are not reachable via push notifications. Only 37% of users enable push notifications, according to Google, meaning brands are missing out. This technology allows marketers to interact with users when they download apps

Image Credit- Google

Relevant app users

Google will automatically identify the most appropriate app consumers for the app engagement promotion if the advertisers have set up a demographic in GA4 for both app and web users.

GA4 Audience Builder in Google Ads

Google will offer the option to create effective GA4 audiences directly in Google Ads during ad campaign setup in the upcoming weeks.

Improved performance

App marketers may automatically enhance app campaign metrics using consented, signed-in data. Google’s experimentation analysis shows that app campaigns generated 10% higher conversions for every dollar spent. Through the GA4 property, advertisers can activate Google Signals to make them available.

Improved marketing optimization for iOS

In order to help marketers better understand the efficacy and measurement of their iOS initiatives, GA4 makes privacy-centric solutions possible. This is how-

To enhance multichannel reporting and inference, GA4’s feature enables app integration with SKadNetwork. Additionally, it offers a tool for setting up the SKadNetwork so that conversion data is gathered without identifying information escaping the user’s device.
By including a consenting user’s phone number as a sign-in method, advertisers can optimize their campaigns more effectively.
With geo-targeted conversion lift measurement, advertisers can now measure iOS app advertisements’ gradual effects with increased accuracy.

With these innovative enhancements, Google simplifies the user experience and puts every search, trend, and recommendation at our fingertips. With these modifications, the tech giant is becoming more empowered, perceptive, and motivating. Only exciting times lay ahead for the users as Google keeps expanding and experimenting with technology to stay relevant in the ever-evolving landscape.

August 25, 2021by Neha MehtaBlog

Impact of Delay in Deprecation Of Cookies By Google On Adtech

Google delays the Cookiepocalypse but should not be taken as a time to pause!

Google announced a nearly two-year delay to Chrome’s deprecation of third-party cookies to increase user privacy in its blog post. As the original 2022 deadline approached, it became clear that more time is needed to thoughtfully design privacy-first solutions without sacrificing ad-funded web. In its updated timeline for Privacy Sandbox milestones, Google announced,

It plans to develop a more rigorous process including extensive testing and deploy the Privacy Sandbox proposals across key areas, like admeasurement, targeting, and fraud detection. The goal is to deploy these by late 2022, scale adoption, and then phase out third-party cookies Chrome over three months in 2023 only after Privacy Sandbox Google has been fully tested and deployed.
Google plans to conclude the origin trial of Federated Learning of Cohorts (FLoC) and incorporate feedback received in the first implementation in the future testing.

Is this announcement a relief for the adtech industry? Well, it is a much-needed reprieve for publishers, marketers, and the adtech industry. The adtech industry should not pause the move away from cookies but continue to search for third-party cookies alternatives. Marketers must continue first-party-based targeting, contextual advertising, and a transparent, privacy-friendly future.

In this blog, we take a deep dive to learn about first and third-party cookies and how does the delay affects the adtech industry.

What is a Cookie?

In simple terms, it is a packet of data in a form of a small text file that contains user information and activity stored within the browser or within a subfolder in the user’s device.

First and Third Party Cookies Explained

There are two types of cookies.

First-party cookies are stored directly on the website like individual information. The information is never shared with other parties outside the website.
Third-party cookies are set by a third-party server (adtech) using a code placed on the web domain. The data collected on third-party cookies are accessible on any website using the third-party server code. An advertiser can track users across the internet and target advertising wherever the user goes. They are mainly used for remarketing by advertisers.

Google and Third Party Cookies.

Why is Google doing away with third-party cookies?

Safari and Firefox had blocked third-party cookies settings and Apple claimed a competitive advantage by positioning itself as a privacy-first tech company. According to Pew Research Center, 72% of Americans worry that most of what they do online and on their cellphone is being tracked by companies and 81% believe the risks outweigh the benefits when it comes to collecting data. Google in the 2020 blog post wrote,

“Users are demanding greater privacy–including transparency, choice, and control over how their data is used–and it’s clear the web ecosystem needs to evolve to meet these increasing demands.”

Therefore, Google planned to phase out 3P cookies eventually to avoid any negative impact on the online advertising business.
Even though Google isn’t the first web browser to block third-party cookies but the biggest. Techadvisor reports that Google Chrome accounts for more than half of web traffic. As Statista reports in 2019, Google Chrome made up more than 56% of the web browser market.

adtech, google,chrome,third-partycookies, deprecation, PrivacySandbox, FLoC

Credit: HubSpot

How does third-party cookies death affect the ad business?

The death of third-party cookies will have a significant but limited impact on the digital ad business as Google moves a step forward for privacy. Google will collect data and use it to target ads. However, it won’t allow cookies to collect data and sell web ads targeted to individual users browsing activities. This means the raw data like clicks and conversions will be available but specific data points used by advertisers for targeting will be lost. Therefore, ad companies will have to find third-party cookie alternatives to target users.

Options For Ad Companies In The Post-Cookiepocolypse World

There are three major options for the companies to show relevant ads and measure the effectiveness of the campaign in the absence of third-party cookies.

Google is championing technology developed through Privacy Sandbox-a browser-based tracking model. Federated Learning of Cohorts (FLoC) is an internet-based advertising technology where Chrome will track user’s browsing habits across the web and categorize them in various cohorts alongside audiences with similar interests. Advertisers will show ads to cohorts rather than individual users. The tech giant claims to expect its FLoC technology to be at least 95% as effective as cookie-based advertising — but ad-tech players still have concerns.
Publishers and Brands are building their own models based on first-party data. Large-scale publishers like the New York Times, Vox Media, and others have already launched their own ad targeting systems based on first-party data.
Some brands from the ad tech industry are developing identity-based tracking similar to cookies. The leading ad tech company Trade Desk has developed a prominent solution Unified ID 2.0 which has received support from ad tech companies and groups.

Why Has Google Decided To Delay The Deprecation Of Third Party Cookies?

The complexities of removing cookies and delay in implementation of its own Privacy Sandbox system that includes FLoC technology resulted in the delay of deprecation of third-party cookies.
Another reason to phase out by the end of 2023, is the regulatory scrutiny from both sides of the Atlantic. The UK Competitions and Markets Authority (CMA) investigation has raised concerns about whether the new cookie-replacing technology, which categorizes users into ‘cohorts’ is giving an unfair advantage to Google over its competitors. The CMA is investigating if this move by Google can result in advertisers shifting budgets into Google Ads. Vinay Goel, Privacy Engineering Director, Chrome, said:

“We plan to continue to work with the web community to create more private approaches to key areas, including ad measurement, delivering relevant ads and content, and fraud detection. Today, Chrome and others have offered more than 30 proposals, and four of those proposals are available in origin trials. For Chrome, specifically, our goal is to have the key technologies deployed by late 2022 for the developer community to start adopting them. Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party cookies over a three-month period, starting in mid-2023 and ending in late 2023.”

Should Marketers Change Marketing Strategies Over the Delay?

In response to longer timescales, marketers should not get distracted from the larger context of the moment. The industry is gradually transitioning from opaque consumer data collection to privacy-focused and transparent solutions.
It is essential to understand that there is a delay and not a change in direction, hence stay focused to find authenticated solutions in parallel to cookie strategies through 2022. The next two years are crucial as it gives marketers and the adtech industry time and space to test, and iterate solutions to build consumer trust.
Marketers should continue future-proof targeting and measurement strategies, prepare a sustainable approach for a data deprecated future and invest in first-party data solutions to maximize revenue and personalization.

Expert Chime In On The Recent Change

Some expert opinions from across the adtech ecosystem as quoted by Exchange Wire.

This news appears to have been met with a huge sigh of relief from the advertising industry, as well as Wall St where the share prices of major DSPs and SSPs saw big spikes. – Rob Hall, CEO, Playground XYZ

The ad tech social sphere was immediately alight with commentary, with a lot of people in the industry proclaiming how nice it was to have more time to work on solutions. But I feel they’re all missing the point: we need to depart from the reliance on third-party cookies as soon as possible because consumers have made their position crystal clear: they don’t want to be tracked around the internet. The fact that Google has delayed these changes due to the ad industry not being ready shouldn’t be met with relief. It should be met with a humble acknowledgment that, if you’re still reliant on third-party cookies, you’re increasingly behind the times. This delay isn’t a lucky break. It’s a stay of execution.

We need to re-shape advertising to not be so reliant on following people around the internet and instead use techniques that reach consumers – on their terms. We think the future of advertising is cookie-less and, largely, identity-free. Consumers have already made it clear that this is what they want, not in two or three years’ time, but today. So, yes, you could keep using third-party cookies for a little while longer. But just because you can, doesn’t mean you should.

The future is still coming – Kevin Joyner, Director of Data Solutions, Croud

Don’t let Google’s announcement lull you into a false sense of security. Google has not paused the GDPR. Safari and Firefox still exist and have the same significant user base. Mobile and therefore iOS isn’t any less important. Digital attribution is still flawed and unreliable on its own. Automation is still leveling the advertising playing field, and so you still need to activate first-party data to continue to compete. All your “cookieless” plans are still needed, and the future is still coming.

Final Words

Privacy is one of the major concerns on the internet for users. Therefore, the need of the hour is to build an infrastructure based on first-party data. The delay in deprecation of third-party cookies will help to build an advertising ecosystem upon which brands, marketers, and publishers can depend. Now, all eyes are on Google who is working on building a privacy-focused advertising platform. Getting right is crucial as the significance of digital marketing is growing and a longer timeline will help to develop multiple solution approaches.

August 28, 2020by Neha MehtaMedia

AdForm Set To Solve The Cookie Problem With Its Proven First-Party ID Solution

Adform announced this week that advertisers can now use the first-party ID on their platform in the absence of third-party cookies. The demise of third-party cookies has been a cause of concern for all advertisers and publishers on some browsers and are looking to future-proof their offerings and tech stacks. And Adform’s success in switching to first-party data is a major breakthrough for the industry. Now, agencies can share first-party data and IDs with Adform to personalize advertising, target specific audiences, and report results – all without the use of any third-party cookies.

A joint collaboration between Adform, the European publishing group Sanoma, marketing agency Dagmar, and global group IPG MediaBrands is leading the way forward for the digital advertising industry and leveling the playing field with the walled gardens. The collaboration not only prepared for the future cookie change but also improve the functionality of advertising buying for Safari and Firefox browsers. The change in first-party data allows programmatic targeting and helps to direct advertising money into publishers’ properties who are eager to secure their ad revenue.

Adform states that without the need for hundreds of third-party cookies, compliance with regulations such as GDPR and CCPA will be easier. First-party data and IDs is beneficial to brands as they live longer than third-party cookies. With first-party IDs from publishers and advertisers, impressions and data are completely traceable increasing transparency that helps to deal with issues like discrepancies, accountability, hidden fees, arbitrage, and ad fraud and reducing the risk of data leakage.

Adform has a complete digital infrastructure and is uniquely placed to switch to first-party data with its integrated advertising platform(IAS). Jakob Bak, CTO, Adform said,

“We have proved that it is possible to switch from third-party cookies to first-party IDs and, as such, have provided a leap into the future of digital marketing. The industry is on an inevitable road to life without third-party cookies and ongoing success for the open ecosystem will depend on collaboration. So far, publisher announcements around first-party data have represented positive yet individual approaches, now it’s clear that working together presents a more powerful way to ensure profitability for independent publishers. In fact, the evidence of how impactful shared first-party IDs can be has already led to many agencies and sales houses to express interest in moving spend away from media giants.”

Jaakko Kuivalainen, Director, Digital Advertising Business, at Sanoma also commented,

“Finland is an established hotbed for innovation, but there is a huge opportunity for wider global progression. This venture is a great example of what can be achieved when publishers and technology companies come together. Working as one, we can be consistently at the forefront of industry development; and effectively preparing for the coming demise of third-party cookies with first-party centric digital advertising.”

August 19, 2020by ShatanjeevBlog

Innovation In Google During The Tough Times Of COVID

While most of the brands are struggling to survive during the tough times of pandemic, Google has set its goals right for the whole year. It is innovating itself without any trouble. Every month Google targets to enhance itself, according to the growing demand of the society. Google makes sure, that it fulfills the need of its users by providing them with exactly what they desire.

Image credit – Business Insider

Recently, Google introduced two new features for its search portals. One of the features is designed, and dedicated to the Black community. The feature will help in the upliftment of the community in society and will aim to end the injustice against them.
Due to the rise of anger in the community against the centuries-long injustice experienced by the community, several brands came forward to show their support towards the community. Google was amongst them.

#BlackLivesMatter!

Image credit – change.org

To fulfill his promise, the CEO at Google, Sundar Pichai recently added a feature to the map and Google search listing.

This feature is launched to empower the Black community. The feature will highlight businesses owned by the Black community helping them grow. However, only those members can avail of the benefit whose business has verified profiles in the US. Also, the business must be owned by a member of the black community.

Those businesses highlighted under this feature will be marked by an image(as shown below). The symbol will signify that the business is owned by a member of the Black community.

Google

It is said that the step was taken to provide a financial boost to the community. It is a foreseen step to finally end the orthodox discrimination towards the community. Google is also partnering with U.S. Black Chambers, inc. To provide better features like Analytics helping the businesses groom and blossom.

In a statement regarding this following statement was issued by Google:

“As part of our $300 million commitment to support under-represented entrepreneurs, we’re integrating the attribute into the digital skills training programs we offer Black business owners through Grow with Google Digital Coaches. And through Google for Startups Accelerator for Black Founders, we’re starting our work with the first cohort of 12 startups.”

Google is keen to develop the feature even more and is seeking ideas internally. According to the management, they have already received more than 500 creative ideas to get this model to develop more brilliantly.

The company is also working on better and much strict “Policies against hate and harassment”

“About this ad”- More power to the user!

Image credit – 9to5Google

With a more transparent approach towards their users, Google has launched a new feature popularly known as “About this ad”.

To implement this feature Google will be launching new tools. It will help the users gain information about the advertisement they are receiving. It will help enhance security and will increase user privacy on the digital platform.

According to Google spokesperson, the vision is designed for a “thriving internet where people around the world can continue to access ad-supported content, while also feeling confident that their data is protected”.

“But in order to get there, we must increase transparency into how digital advertising works, offer users additional controls, and ensure that people’s choices about the use of their data are respected not worked around or ignored.”

The revealed prices are as follows:

These prices were revealed by Google in a series of articles and blog posts.

The prices are in the ratio of percentage for a $1 amount spent by an advertiser on an advertisement, divided between the publisher and Google.

Google tech: Publishers – 69%, Google – 31%
DV360: Publisher – 87%, Google – 13%
Ad Manager: Publisher – 82%, Google – 18%
Google Ads: Publisher – 86%, Google – 14%
Ad sense by Google: 68% share taken by Google of the total spent by the advertiser.

Google has never been so transparent in regards to its prices, the sources say that this new transparent face of Google is due to the ongoing legal hearing conducted by the state attorney general and the Department of Justice.

The Tools main aim is to provide the following features to its advertisers:

- - - Focus
    - Options For Buying
    - Optimization And Reporting
    - Security
    - Conclusion

The new algorithm will consist of some core vital features. This feature includes the following:

Largest Contentful Paint (LCP): Measures the loading performance of your webpage.
First Input Delay(FID): Measures the user interaction with the page.
Cumulative layout Shift: Checks the stability factors of your webpage.

The Accelerated Mobile version (AMP) will also play a major role in the ranking of your page, as will be a metrics for the page experience.

Also, good content will always play a lead role in the page ranking.

As per a statement:

“While all of the components of page experience are important, we will prioritize pages with the best information overall, even if some aspects of page experience are subpar.

A good page experience doesn’t override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search.”

Hence, entrepreneurs, startups, and businesses should be well prepared for the new changes.

What is SERP? And, what all it provides to the advertisers on Google?

Image credit – OverthinkGroup

The Search Engine Result Page of Google has gone through a lot of changes according to the user view. It has become much more dynamic, relevant, personalized, and helpful.

Now the search engine of Google is equipped with several enhancements that use structured data. The search page consists of visual enhancement, better index, and optimization for the website. You must be aware of all these changes if you are planning for a better organic ranking for your website.

Here is the new enhancement for the search page of Google:

Direct answer Box
Rich Snippet
Rich cards
Knowledge Graphs
Knowledge Panels
Local Pack
People also ask
Image Pack
Site Links
Twitter
Newsbox

You must be equipped with the knowledge of these for better results in organic ranking.

Image credit- Shopping&payments

MSME’s got adversely affected due to the widespread of COVID-19. Several small and medium scale businesses have lost their source of income due to the sudden breakthrough of this epidemic.

Therefore to make sure that these businesses sustain the effects of the crisis, Google is allowing small retailers to list their products for free on Google Shopping.

Explaining this decision, Bill Ready, President of Commerce at Google cites the fact that it is difficult for struggling businesses to pay for Google shopping listings at this time.

“And as consumers increasingly shop online, they’re searching not just for essentials but also things like toys, apparel, and home goods.

While this presents an opportunity for struggling businesses to reconnect with consumers, many cannot afford to do so at scale.”

Earlier, Google charged its customers as Pay per click (PPC). It can also be seen as a tactic by Google to compete with Amazon in the market of e-commerce.

The commitment includes:

WHO and other health organizations will get $250 million for advertisement.
MSME’s and NGO’s will get $200 million.
An additional $15 million in cash will be granted by Google.org to non-profits to bridge the gap between SMB’s.
Those small businesses that are already active for a year with Google advertisement will get the help of a total of $340 million in Google ad. They will receive the credit in their accounts and can spend it by the end of 2020.
The academic and research institutions in the field of COVID research will get $20 million.
Financial support will be provided to the organizations to increase the production capacity for life-saving equipment.

However, not everything went great for Google during this tough time of COVID:

Image credit – Brayve Digital

Key Points

Budget cuts and hiring freezes across marketing and across Google.

For the second half of 2020, Google is cutting its marketing budget to 50%.

The cut is due to the reduced expenditure on advertisement by the brands during the time of the crisis.

The development comes in less than a week from where Google is scheduled to discuss Q1 2020 results on 28th April.

According to a statement released by email:

“There are budget cuts and hiring freezes happening across marketing and across Google…We, along with the rest of marketing, have been asked to cut our budget by about half for H2.”

A company spokesperson said in an emailed statement to CNBC,

“As we outlined last week, we are re-evaluating the pace of our investment plans for the remainder of 2020 and will focus on a select number of important marketing efforts….We continue to have a robust marketing budget, particularly in digital, in many business areas.”

…we continue to invest, but will be recalibrating the focus and pace of our investments in areas like data centers and machines, and non-business essential marketing and travel.”

Image credit – Search Engine Land

As quoted by Digiday, the Head of Display at the U.S based retailer said,

“Google’s ad exchange didn’t make the list primarily because they’re not willing to give us any transparency or data around not only their take rates on our media sped but also anything we could already pull from our demand-side platform.”

“We’re seeing Google’s ad exchange become slightly less of the total pie,” said Jay Friedman, president at programmatic agency Goodway Group to DigiDay.

”I don’t have a percentage but it’s less but not significant.”, he further added.

The advertisers registered their doubts and raised concerns regarding the non-transparent behavior of Google. However, this must have been resolved after the release of the price list for its advertising tools by Google.

May 17, 2020by ShatanjeevMedia6 comments

Privacy Sandbox By Google Shows Backdoor To The Third-Party Cookies.

For the last two years, Google has been working to remove third-party cookies from it’s Google Chrome browser. Moving forward with this aspiration Google recently announced testing some of its “Privacy Sandbox” proposals. Google wants to test the algorithm with other exchanges and demand-side platforms. It seeks to examine the process of implementation and ways to deliver a better-guarded program to its users. Google will also make sure that this solution works inside the policies of advertising auctions.

It was in late April when Google made its big announcement. Google revealed its intentions on the “Bit Request Signal Experiment.” The announcement was made by a post on GitHub, which is a collaboration stage for software developers. Google invited advertising tech firms to take part in the testing so that they can receive some real-time algorithm test results. They affirmed the uncertainty of dates for live testing of Privacy Sandbox. They still wanted ad firms to respond to them, affirming if they are enthusiastic to help.

Soon speculations and news started flooding the tech industry!

“This is an early-stage concept and we don’t have more details to share right now, We plan to publish updates and progres s in GitHub as part of the process.”, quoted a Google spokesperson on GitHub.

Google team declared discontinuing support for the third-party cookies in January. Providing an explanation stating that they want to encourage publishers, advertising companies, and other providers of browsers to come up with a new set of rules which are user-privacy centric and follow open measures for the web.

Privacy Sandbox was launched in August, the idea was to innovate the ad recurrence and behavioral advertising. Aimed to help them work on the web without using third-party cookies. In a mega event with, 163 giant tech organizations like Apple, Facebook, Axel Springer, The Washington Post, Criteo, The Trade Desk, and even Google. All are requested to share their views via. World Wide Web Consortium or GitHub to help the project succeed.

A member from the “RTB group,” from Google posted on GitHub. Sharing insights on the bigger picture and a bit clear version of the cookieless browsing. Explaining the process, he talked about how user targeting will be done. He introduced the machine-learning algorithm known as “Federated Learning of Cohorts” which will be used in the working of cookieless browsing. Further, he explained that the algorithm will group people into different segments of the audience by understanding their behavior, likely by their browsing history.

He stated that this will improve the privacy of the users. This algorithm isn’t designed to target any user in particular. Instead, it will target a group of audiences. This group is also be known as “FloCs”. The algorithm is designed to group people on the basis of their similar interests.

Google posted on GitHub stating:

“Exchanges could offer a uniform RTB interface for aggregated audience targeting to bidders regardless of the data source,”

Another post that surfaced on GitHub from Google stated the following:

“Exchanges can explore the separation between contextual and user interest components in the RTB data flow, along with hosting the ad selection logic that needs access to both components (for instance, brand safety checks for a product retargeting ad) in a sandbox.”

Google provides an exchange with options to set a “Privacy budget.” According to the budget, an exchange can request a particular unit of data. If the data limit will surpass the budget, it will lead to an error, or as a consequence the data will be preserved in greater privacy. Presenting an option for user privacy, it can easily be determined that how much data needs to be revealed?

Google is beseeching bidders and exchanges to run real-world small scale “RTB” experiments. This will help them to test the algorithm real-time bases and with live scenarios.

Tom Kershaw, chief technology officer of Rubicon Project and a member of the World Wide Web Consortium’s Improving Web Advertising Business Group, said that they welcome the proposals. But the project is in the exceptionally fundamental stage.

Another statement came from Kershaw, chairman of the Prebid.org ad tech industry organization stating that “These are experiments with a capital E, We support these initiatives but there is not a single proposal on the table close to being adoptable right now. A ton of work needs to be done.”

Another member of the Improving Web Advertising Business Group states that the project is in its evolution pipeline and it’s going to take a long time to develop a technical standard.

He also added “It’s great, given the implications of what’s at stake, that the advertising arm of Google is attempting to implement what the browser arm is doing. It’s a really important step in the process.”

Google Chrome