Permutive’s Post

In a surprise move, to no one, Google have delayed the deprecation of third party cookies. Again. Although this is frustrating for Advertisers, it really doesn't matter. Today cookies only support 30% of the open web. Advertisers already can't reach the vast majority of their customers using Programmatic infrastructure and the truth is that brands already don't need third party cookies to be successful in programmatic advertising. Advertisers, this is a moment to take control of your own destiny, stop losing quality reach and brand equity. This will mean working in a new way with technology that is built for a world without third party identifiers. We're working with the most innovative advertisers in the world and these folks are already moving out of cookie-based buying and into direct pathways to publishers, and seeing powerful results. Advertisers who partner with Permutive and collaborated directly with premium publishers, have doubled sales and halved CPAs. #cookieless #programmatic #futureproof #permutive

RTB House has been actively testing the privacy sandbox and here’s what we learned so far: We are already two months into testing of the Privacy Sandbox, with 3rd party cookies blocked on 1% of Chrome browsers worldwide. The initial results are promising, but there's still work ahead! We've made significant progress, notably in delivering personalized content across popular formats and placements. Early comparisons show positive results compared to our old systems. One key limitation we've encountered is the limited sample size of 1%. Moving forward we will need a more participation and a higher volumes of data. We anticipate this will require several ramp-up phases lasting 3-6 months. To do so, we will continue to work with the Google team, our industry partners and regulators to ensure a fitting ramp-up plan. So far we are confident in our technical implementation, and optimistic that with the right timeline and engagement from the advertising ecosystem, we will make this a success! For more details, read the full article on our blog: https://lnkd.in/gQk4xCYp

It's at least three years in the making, but Google is starting the slow deprecation of third-party cookies for 1% of Chrome users on Jan 4, with a total phase-out by the end of the year. Well, there’s still plenty that could go wrong, not least the U.K.’s markets watchdog nixing Google’s cookie alternatives, or the thinning of sections of the ad-tech market (although, ad tech has a canny way of finding workarounds). I spoke with execs about what we can expect, from ad-auction shifts to attribution concerns. The industry impacts might still be on a slow burn for the rest of the year and beyond, but there is more publishers, vendors and marketers can prepare for. As Angela Carter nearly said, plan for the worst, hope for the best! Thanks to Ana Milicevic, Paul Bannister, Paul Bland, Eric Wheeler and others for your help. https://lnkd.in/eXKrCm_7

One week ago today, Google disabled tracking cookies for 30 million Chrome users, amounting to just 1% of the 3 billion people who use the internet’s most popular browser. By the end of the year, Google will block these cookies entirely and replace them with a new tracking system that’s a bit more private called “Privacy Sandbox.” That will spell the death of cookies across the web, ushering in one of the biggest changes in the history of the internet. It’s early days for the project, but one company’s data offers a preview of how it will affect the digital economy. According to Raptive, an ad tech firm, Google’s new cookieless users are bringing in a whopping 30% less revenue. https://lnkd.in/da6yxzBN

How will Chrome's elimination of third-party cookies impact Meta advertisers? That's a good question. There's plenty of unknown. While I'm not a cookie expert, I set out to learn everything I could about this topic. In this post, I attempt to shed some light on what's happening, how it may impact advertisers, what we still don't know, and what you should do to prepare. Start here... https://lnkd.in/gwmPpP9i

3PC can kicking (by Google) continues: Due to multiple legal challenges and increased scrutiny from the UK Competition and Markets Authority (CMA), Google has decided to delay deprecating 3P cookies until 2025. What does this mean for publishers and advertisers? I agree with IAB's Anthony Katsur on this one: "This is only a pause... 3PC will eventually disappear... This delay should not be an excuse for the digital advertising industry to be complacent." While giving organizations more time to test post-cookie and privacy-centric solutions is a good thing, 3PC deprecation on Chrome is inevitable, and everyone needs to be prepared. Interesting analysis here on AdMonsters: https://lnkd.in/eiGpn6zq #AdTech #Advertising #DigitalMarketing #Cookies #3PC

Always been a fan of Jon Loomer's work... I’m excited about how Conversions API (CAPI) will turbocharge our marketing data in 2024. Instead of relying solely on pixel data and its limitations, CAPI unlocks deeper insights, especially in the post-purchase customer journey. Imagine sending additional data/events to your media platforms which you cannot do through pixels now such as highly qualified leads or new user purchases or subscribed for X months, and so on. All custom events that matter to your business. This granularity will not only improve tracking, optimization, and reporting of your paid campaigns but also enable you to move beyond guesswork and make data-driven decisions to improve KPIs, etc.   Who else is excited about CAPI's potential? Share your thoughts below!

Today, Google is releasing a new browser feature called Tracking Protection, which will cut off site access to third-party cookies. Tracking Protection will be activated for 1% of a randomly selected group of Chrome users globally, marking the first notable step toward third-party cookie deprecation this year. 🍪 Jeremy Haft shares his thoughts on the potential impact on the digital ad landscape: "Should Google move forward with deprecating third-party cookies, it will substantially impact both ad tech providers and advertisers who will once again have to navigate and innovate to win. I believe this to be very dependent on how this 1% deprecation test will impact Google’s ad revenue. If it takes a hit, we could see further delays in the full rollout based on their current timeline." ➡️ Check out the AiThority.Com piece for his full commentary https://bit.ly/41LGcou #DigitalRemedy #PerformanceMarketing #Google #Cookies #Cookieless #ConsumerPrivacy #DataPrivacy #Advertising #Media