GOOGLE CHROME PHASES OUT COOKIE TRACKING

The cookie-pocalypse has started & here's what you NEED to know!

You may not have realised it but on Jan 4th, Google started testing tracking protection for 1% of its millions of Google Chrome users with the final rollout happening in H2 of 2024 for ALL Chrome users.

Why does it matter?
1 - In a recent post from WARC, most advertisers just aren’t ready for the world that comes next. https://lnkd.in/gJ2-Xhr9
2 - 58% of global marketing leaders lack a working understanding of how changing privacy regulations will affect their work (but for those that know, here's how they're planning - check out the image)

How do you get ready for it?
If you're not already prepping or haven't started even thinking about it, it's something to consider from today...or have high on your to-do list for the first week back at work!

1 - FIRST-PARTY DATA IS GOING TO BE YOUR BEST FRIEND, however - It’s vital to communicate the value exchange to people, so they know why they should supply you with their data and information.

2 - Attention measurement
Attention is an important driver of brand success, as a strong correlation exists between attention and positive brand outcomes. If you're familiar with the concept of retention (or attention), then you're in luck...for the rest of you, stay with me; the longer your consumers are hanging onto what you say, the more impact you're making on your FULL FUNNEL (well, hourglass)

A recent study found from Lumen/Teads/Dynata spanning 2022 & 2023 found a correlation between an ad’s objectives and retention/attention (dwell time):
Familiarity (awareness): 100ms-1s+
Favourability: 3s+
Consideration: 9s+
Purchase intent: 8s+

3 - Understanding your people, process and tech
Understand where to create efficiencies, which levers you can pull to effect change and which tools best fit your needs - there's a plethora of tools out there that measure KPIs, but what's going to work best for you, your team & your efforts - Look at the best way of resourcing and supporting your needs, be it through external, internal or blended teams.

With all that said, this isn't a false start, it's unfolding (well, crumbling) and if you're not ready for it, you'd better start!