Google published a data and measurement strategy article that looks at the near future of cookies, privacy, and conversion tracking. The article describes what marketers should expect in 2023 and what they should be doing now to prepare.<\/p>\n\n\n\n
According to the article, only 10% of the population was covered by privacy regulations in 2020, but by 2023, a whopping 65 percent of the population will live in countries with privacy-protecting regulations that limit how much of their Internet activity can be tracked.<\/p>\n\n\n\n
The article discusses conversion-boosting strategies and presents them in the form of debunking three myths about the privacy-first marketing reality of the not-too-distant future.<\/p>\n\n\n\n
Three Myths About Privacy First<\/p>\n\n\n\n
Third-party cookies will be phased out over time, according to Google, but this will not affect the ability to accurately measure and optimize Internet marketing campaigns.<\/p>\n\n\n\n
To optimize marketing campaigns, they recommend using a global site tag (gtag.js) or Google Tag Manager.<\/p>\n\n\n\n
According to Google, these measurement tools provide:<\/p>\n\n\n\n
\u201c\u2026accurate measurement, have positive downstream effects, and improve conversion modeling and bidding.\u201d<\/p><\/blockquote>\n\n\n\n
Myth 2: Accurate measurement will be harmed if third-party data is lost<\/h2>\n\n\n\n
Third-party cookies enabled contextually relevant advertising, which improved customer targeting for advertisers and is commonly referred to as creepy ads by consumers.<\/p>\n\n\n\n
According to Google, now is the best time to start thinking about a First-Party Data Strategy.<\/p>\n\n\n\n
The article includes a link to a video featuring Jaylen Baca, a Google Global Product Lead, titled “How marketers should think about building a first-party data strategy.”<\/p>\n\n\n\n