Industry Reacts To Google’s Delay On Blocking Third-Party Cookies Again
For the second time since the initial announcement of the sunsetting of its cookies program, Google has pushed back the expected date of the cull to the second half of 2024. Read B&T’s reporting from yesterday HERE. In this piece, industry heavyweights offer their views on the move…
ADMA (Association for Data-Driven Marketing and Advertising) – Sarla Fernando, head of regulatory and advocacy advisory
As the internet, platforms and data-driven marketing & advertising continues to evolve, it is important for businesses to stay ahead of the curve. ADMA remains focused on what the industry needs to do to prepare for changes that are certain to come – whether that be privacy law developments or the eventual deprecation of third-party cookies.
As the dates for Google’s cookie changes are pushed back, businesses have more time to adapt and change their marketing strategies. However, it is important that businesses do not delay taking the necessary actions to prepare for a cookie-less future. Many businesses have already started to build their first-party data, which will give them a competitive advantage over those who wait for Google’s announcement dates.
As an industry, we need to get prepared for the future, regardless of what it holds. It is impractical to base our timelines on the unknown; expecting dates that are subject to change. We know what needs to be done, and what best practice looks like, so let’s just get on with it.
Impressive Digital – Arnold Djapri, performance director
Google’s recent announcement to delay the blocking of third-party cookies has been a relief to many businesses and organisations who were scrambling to make the necessary changes. As Google delays the block, there is currently no challenge posed to cookie implementation. And, with nothing lost until 2024, this big pushback provides some much-needed breathing room.
At Impressive Digital, we have already taken steps to ensure that no data is lost in the transition process. We have already been using first-party cookies instead of relying on third-party cookies, so the adjustment won’t be as drastic for us.
Advertisers stand to benefit greatly from first-party data, as it is essential for accurate user tracking. However, for advertisers who are not yet ready for the transition, the delay from Google may actually be a good thing, as it gives them more time to prepare as the transition process can be quite difficult and time-consuming.
In my opinion, it’s important to take advantage of first party data tracking as soon as possible. This way, you can start building up a database that will be useful when this transition actually happens. With a platform that already has some data to work with, there won’t be any significant loss in performance if you switch from third party to first party data overnight.
Impressive Digital will continue to make the transition from third party to first party cookies, despite Google’s timelines. This is because we believe that having first party data will improve performance by allowing people to more accurately identify with the right type of audiences.
Outbrain – Ayal Steiner, vice president, global VP advertising
As we can see, many advertisers are still using cookie-based audience buying in order to reach their target audiences. Google’s decision to give them more time to adjust is a good move, in our opinion.
As the world moves towards regulations like GDPR (The General Data Protection Regulation) and enhanced user privacy on Safari, Outbrain believes that advertising without cookies will become an inevitable reality. Brands need to learn how to advertise in a cookieless world in order to remain relevant.
Marketers need to shift their focus from traditional open web strategies to ones that emphasise real engagement and attention metrics. This means going beyond impression buying and views or reach. Instead, advertisers should concentrate on messages that create meaningful interactions.
We believe that marketers should carefully consider their platform partners and focus on those that can deliver results without cookies. In addition, we believe that the open web advertising business model needs to evolve beyond CPM (cost-per-thousand impressions) in order to better match results and outcome-based buying. Paying simply to appear is no longer good enough.
As the internet evolves, so does Outbrain. We are constantly investing in our platform to make sure that we can deliver the best results for advertisers, without relying on third-party cookies. Our platform is based on contextual and behavioural data, and our deep understanding of user behaviour means that we will continue to be able to drive the best outcomes for open web advertisers, even after third-party cookies are no longer used.
Yahoo – Dan Richardson, head of data APAC
This is a really interesting announcement and very different to the announcement made by Google last year. The biggest difference is that it brings to head privacy, transparency and a level playing field for all, and really underscores the pressure being put on Google by regulators to bring transparency to the forefront.
The reality is, third-party cookies as an identifier aren’t just going to be switched off overnight, it will be a phased-out approach. So for marketers, the most important thing to note from this latest announcement, is that you now have more time to get your house in order before the phasing out begins. It’s time to really understand the make-up of your audiences – what percentage are addressable (known) versus non-addressable (unknown), what sort of browsers and operating systems can you find them on, and how much first-party data can you activate in the cookieless world?
In a market like Australia, unknown audiences are in majority, which simply means for marketers that your ability to target and measure effectiveness may soon be heavily impacted. Direct-to-consumer identity should be your number one priority when looking for solutions as then you can use tactics such as contextual targeting and machine learning to understand and reach the unknown majority.
At Yahoo, transparency with consumers and our clients has been built into our privacy solutions from the start. We have already set ourselves and our clients up for a cookieless future and have tried and tested solutions tailorable to any marketers needs.
Yahoo ConnectID for example, our solution for known audiences, has now been integrated by over 12,000 publisher domains. There are over 200 advertisers and agencies that are directly activating first-party data through our identifiers, i.e. our solution for unknown audiences, NextGen. Yahoo ConnectID is also integrated within the Yahoo DSP, which is leveraged by all the advertisers that are on that platform. The Yahoo DSP has been delivering upwards of around 20 per cent improvements to cost per conversion.
BcnMonetize – Adib Karbouj, head of ad operations
It’s been over a year since Apple’s iOS14.5 privacy overhaul, which is a long time in the fast-moving digital advertising world. Agencies and adtech vendors have used that time to adjust marketing strategies and develop solutions to continue the delivery of relevant, measurable, privacy-first ads. Google extending the phase-out of cookies gives some breathing room for those who haven’t yet adapted, but at this point the industry overall feels well-prepared. It will, however, be exciting to see what further innovations will emerge in cookieless tracking, targeting, measurement and audience segmentation over the next two years.
Latest News
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.