Google’s Cookie Deprecation Efforts Crumble + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our July 26, 2024 issue. If you’d like to receive Field Tips, subscribe here.
Big news from Google: After years of development and delays, the tech giant has finally decided to end its third-party cookie deprecation plans. Instead, it’s advocating for an experience that allows Chrome users to make better choices about who they share their personal data with.
So, what does this mean for marketers? We really don’t know yet. The move to a browser-side privacy solution has some regulatory hurdles to overcome. What we do know is that our current methods for targeted advertising still work and first-party data collection is still an important part of future-proofing our strategies. Outside of that, our best advice to you is:
- Review campaigns to ensure they’re optimized for the current cookie scenario.
- Develop long-term strategies that balance third-party cookies with strong first-party data practices.
- Check out future Field Tips issues to stay on top of industry trends and Google’s updates.
As always, if you need help developing and implementing a digital strategy that gets results regardless of what Google decides to do, give us a call.
Reddit Content Now Powers Google’s AI
WHAT’S HAPPENING. Google has made a significant move by striking a $60 million-per-year deal with Reddit, giving it exclusive access to Reddit’s vast collection of user-generated content. This partnership allows Google to use Reddit’s data to train its AI models and show more Reddit content in search results. Additionally, Reddit will benefit from Google’s advanced AI tools to enhance its search capabilities.
WHY IT MATTERS. For marketers, this change means the fight for visibility just got tougher. With pagination, fewer sites may be visible without clicking through pages so fewer users will venture beyond it. By concentrating clicks on the first page, this boosts the importance of top-tier SEO and increases the value of paid ads, among other zero-click strategies.
Meta’s New Ads Feature Adds Offers
WHAT’S HAPPENING. Meta just rolled out a new feature that lets advertisers add offers directly into their Facebook and Instagram ads. This nifty tool automatically pulls in discounts and special deals based on the advertiser’s URL, making it super simple to highlight promotions right in the ad itself. This means users can now spot and grab these deals without any extra clicks or steps.
WHY IT MATTERS. For marketers, this is a golden opportunity to grab attention and drive sales. Having offers visible in ads can boost engagement and make users more likely to take action, like buying a product or signing up for a service. It’s particularly awesome for small businesses looking to get the most bang for their buck with clear, compelling promotions. Plus, the automation means less hassle and more time to focus on crafting killer ad strategies.
More To Explore
Social Media Benchmarks: Q2 2024 [Data & Tips]
Want to know how your social stacks up? Hootsuite has you covered. Explore the new report, including key metrics across industries, and get tips to develop and measure your social media efforts on Hootsuite.
Why You Should Be Focusing On Brand Marketing Right Now
Brand marketing is a must because it fosters trust, boosts customer loyalty and enhances your digital presence amidst changing online consumer behaviors. Find out why it works and how to use it to drive long-term success from Search Engine Journal.
3 Main Problems With GA4 and How to Avoid Them
Google Analytics 4 (GA4) poses challenges like complicated traffic source reporting, convoluted conversion tracking, and metric confusion, which can hinder effective data analysis. Learn how to navigate these issues and consider alternatives for better insights from Parse.ly.
Blend In to Stand Out: Why Native Ads Work in Pharma Marketing
Native advertising can help pharmaceutical brands effectively engage audiences, build trust, and overcome ad fatigue by blending seamlessly with surrounding content. Discover how this strategy can boost your pharma marketing efforts from Responsory.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
