Everyone uses Google’s services, whether it be individual or businesses. Some popular services by Google are Gmail, Google Photos, Google Analytics, Google Ads, YouTube and many more. Google had recently made a cookie announcement, where it has confirmed that third-party cookies will be made obsolete by 2022.
- One can also use some of Google’s services without signing up and still use its services like search, YouTube, browse using Incognito mode, etc.
- A user can even control the privacy settings of all the Google services they use, so that Google only collects the information a user provides and how it will be used by Google.
What are the effects on Digital Marketing and IT Services?
The following are the effects on Digital Marketing and IT Services:
- Businesses now cannot create audience lists.
- The frequency of showing ads will be fewer, since users may not be happy about seeing ads all the time.
- Lack of cookies will not allow marketers to assess conversions through Ads.
There are ways however businesses can overcome the above effects:
- Try to connect with audiences and users directly through email or SMS if they have already agreed to this communication. For example, cart abandonment emails or serve them ads of products or services when they had earlier browsed etc.
- Use machine learning tools to predict the type of websites the user visits, so that Google then showcases business or marketer Ads on those sites.
- Google uses machine learning to also show ads to users by scanning the page and customizing ads.
- Businesses will also need to analyze their Google Ad campaigns. To help with this Google is relying on Cloud technology to measure and analyze campaigns and accordingly personalize ads or messages.
Google’s Privacy Sandbox:
Google’s Privacy Sandbox is the answer for all advertisers and marketers. Under this Google had proposed many measures and tools, some are:
- FLoC (Federated Learning of Cohorts) proposed that advertisers can reach customers with relevant ads based on large group interests. This helps to keep individual device information and browser history private.
- The Privacy Sandbox also helps marketers to remarket to visitors who visited the website earlier.
- An event-level reporting will enable marketers to measure conversions.
- Trust Token API measures if the traffic to a website is genuine or by robots.
- Anti-fingerprinting can be established when a new proposal called Gnatcatcher comes into play, where a person’s IP address is masked.