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COMING AT YOU WEEK OF 3.9.21

Remembering the Jeff Goldblum

Facebook ad makeover

Our indoor guide to hiking

Weekly catch up

Its possible youre sick of hearing about Googles latest shake-up. But wed look like real idiots if we didnt talk about it. So, here we go.

Part 1: Google decides to phase out third-party cookies. Googles products (think: Chrome, Google Ads, and Adsense) will no longer be supporting third-party cookies. Advertisers and publishers are concerned because targeting their audience could be more difficult.

Part 2: People started thinking of alternatives. Email hashing, UUID (Universally Unique Identifier), cache-based tracking, fingerprinting, etc. are a few ideas that have been floating around.

Part 3: Google said to stop trying to think of alternatives that track individual users. Theyve introduced their own solution: The Privacy Sandbox featuring FLoC (Federated Learning of Cohorts). They believe, according to David Temkin, that people shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising.

The world has quite a few feelings about all this.

For
Gregg Johnson, CEO of Invoca, said, Googles announcement today is a wake-up call for marketers to break their third-party data addictions and instead turn to review the data strategies within their organizations. First-party, privacy-friendly datasets are richer and more impactful when it comes to improving campaign performance. They also stand the test of time while strengthening the trust between the customer and the business.

And against
Andy Monfried, CEO of data management said, “Google uses privacy as a shield to weaponize its ‘moat.’ The Moat is YouTube and their Search business. Almost everything else is a rounding error. Make no mistake, Google is now going to brand themselves as a ‘Privacy Concerned’ company for consumers. Don’t fall for it.”

Stay tuned for how to handle other privacy changes.

Ask yourself this

How should wereact when FB ads gets a makeover?

Background

TheiOS 14.5 updateincludes serious user data changes. Its currently in beta testing, so we expect it live any day. JumpFly wrotea great piecedetailing the update, Facebooks subsequent changes, and how advertisers should prepare. Heres a condensed version.

IDFA prompt

Currently, FB ads rely on IDFA (Identity for Advertisers) data to influence their targeting, attribution, and audience insights. Users have always had the ability to opt-out, but they had to proactively go and change that setting. With the update, a prompt will ask users to opt-in or opt-out. ASingular surveyprojects that 62% of users wont opt-in, which will make FB ads less effective at reaching the ideal audience.

Data nutrition label and tracking transparency prompt

FB advertiser to-do list

FB is adjustingtheir ad features to account for the expected data loss. Here are some things to ask yourself if you want to avoid a significant decrease in ad efficacy.

1. Did we verify our domain?
To verify domains, go to Business manage > Business settings > Brand safety. Youll see why this is important in step two.

2. Have we prioritized events?
If one user completes multiple events/conversions, only one will be reported. Prioritize events in order to report the most important ones. Youre allowed 8 pixel events per domain.

If you define your domains like this uk.company.com and us.company.com, then all your domains will need to share the eight events. If you define your domains like this company.com and company.uk, then domains will get their own eight events.

3. Should our automated rules change?
There will be changes to attribution windows. If you use automated rules, update them to match the adjustments.

4. What strategies should we test?
Targeting, measurement, and bidding are changing, so identify new strategies that pivot with these updates. Then, test them.

The unfortunate truth: youll probably experience drops in ad performance. Make sure your superiors know that, prepare yourselves accordingly, brace for impact, and stay positive.

What TV taught us

Jurassic Park

We think Ians iconic line can relate back to this privacy discussion.

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Your scientists were so preoccupied with whether or not they could, they didnt stop to think if they should.

Youcan debate Googles and Apples intentions with the prioritization of user privacy. But lets take this a step inwards. This week, when looking at your company, your marketing, your pricing, and your team, dont only consider what you could do, but what you should.

Wordless Wisdom

A mountain of mistakes