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.