Adapting to an ever-changing digital landscape
User privacy on one side, free market and competition on the other. This is one of the most hard-fought battles that involves the titans of the digital marketing industry, regulators and the public. Tensions have been high for quite some time in the ever-changing digital landscape where one decision from a major player could throw the entire industry in turmoil.
And despite Google announcing a push towards its “privacy sandbox” initiative back in 2019 (transitioning to offering targeted ads while operating in a “set of standards that is more consistent with users’ expectations of privacy”), it seems that every step in the implementation of such a strategy causes a new shakeup among digital marketing experts.
Concerns on such moves, some of which have major implications for how professionals operate in the digital world, should not push companies that rely on online advertising to change their marketing strategies though.
Behind the scenes, digital marketers are already adapting to changes coming later this year or further on in 2022. Google’s latest move to stop selling ads based on third-party cookies (a technical way of saying that Google will stop offering targeted ads based on the user’s browsing history) has already brought changes to the way marketers measure results and take advantage of the Google Analytics tools.
David Temkin, Google’s Director of Product Management for Ads Privacy and Trust, said in a blog post, “Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”