Why Google Delayed Its Cookie-Killing Effort to 2024

Why Google Delayed Its Cookie-Killing Effort to 2024

Google

To no one’s surprise, Google announced that the company is postponing its plans to kill third-party cookies on Google Chrome. The deadline, originally scheduled for 2022, will now be late 2024. If this news seems familiar to you, you are not alone. In 2021, Google announced a delay to 2023, but now 2023 no longer is feasible.

Why?

The problem for Google comes down to the reality that the company raked in more than $209 billion in advertising revenue in 2021.

Google Ad Revenues

As a result, Google needs to proceed very carefully in its phasing out of third-party cookies, which advertisers use to serve up targeted ads to people by tracking their browsing habits across the web. The fact that Google announced the delay after it disclosed subpar quarterly earnings shows just how wary Google is of rocking the boat. To protect its advertising business, Google must:

  • Come up with an alternative to third-party cookies that will satisfy advertisers. If Google fails to do that, Google will lose business to competitors such as Amazon Ads. Amazon Ads deliver targeted ads based on their own data beyond the reach of Google’s privacy controls. And Amazon Ads isn’t the only one, as I blogged recently.
  • Mollify regulators. Because Google is the largest online ad platform in the world, Google must convince regulators that its consumer privacy changes won’t give Google an unfair advantage. As we blogged in 2021, U.K. regulators have already slowed down Google’s efforts. Regulators are concerned that the demise of third-party cookies could give Google too much power because Google can rely on first-party data on sites such as YouTube (which Google owns) to support its ad business.

Google’s approach to satisfy advertisers consists of the Privacy Sandbox, where Google experiments with alternatives to third-party cookies that enable targeting with stricter privacy controls in place. Those alternatives include:

  • Fledge, for remarketing new ads.
  • Attribution reports, for telling advertisers which ads work without compromising consumer privacy.

But it is taking some time for Google to devise solutions as noted above, and not without some considerable trial and effort. For the record, here is Google’s rationale for the delay this time:

The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the [U.K. Competition and Markets Authority] to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.

That rationale underlines both the impact of regulators and the difficulty in developing an answer to third-party cookies.

This latest delay has annoyed advertisers who had been taking measures to adapt to a cookie-less world and now find themselves delaying their plans. Others simply do not like the uncertainty of living in an extended transitional period while Apple enacts privacy control measures of its own. We suggest that for now, advertisers:

  • Accept the reality that as third-party cookies crumble and technology companies enact privacy controls, your ads will be less targeted than they were – at least until the industry adapts to alternative tools being developed. This does not mean you should stop advertising online. Online advertising remains the most efficient and cost-effective way to reach your audience.
  • Try alternatives beyond Google’s Privacy Sandbox. These include alternative IDs, contextual targeting, and seller-defined audiences.
  • Work with your advertising agency to understand what’s happening and how you may be affected. That’s exactly what our clients are doing with True Interactive. That’s what we’re here for.
  • Don’t abandon ship with ads that rely on web tracking. As you can see with Google’s announcement, things may not proceed the way Google plans.
  • Do invest in ways to leverage your own (first-party) customer data to create personalized ads. We can help you do that.
  • Consider ad platforms such as Amazon Advertising and Walmart Connect, which give businesses entrée to a vast base of customers who search and shop on Amazon and Walmart. True Interactive offers services on both platforms in addition to our longstanding work on Google, Bing, and other platforms. Learn more about our services with Amazon Ads here and Walmart here.

One other important consideration: remember, Google is not the only company doing away with third-party cookie tracking. Apple did so with Safari in 2020, and Mozilla with Firefox. The writing is on the wall: it’s time to adapt to a world without third-party cookies. True Interactive can help you do that.

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Lead image source: https://unsplash.com/@laurenedvalson

For Further Reading

Where Amazon, Google, and Meta Are Headed

Where Amazon, Google, and Meta Are Headed

Amazon Google Meta

Technology earnings week is always watched closely. The rising and falling fortunes of Alphabet (Google), Amazon, Apple, Meta, and Microsoft have a direct impact on adjacent industries such as retail, advertising, and marketing. During a topsy turvy year such as 2022, the most recent quarterly earnings announcements of the Big Tech firms were followed especially closely. And here are some of the highlights from the Big Three of online advertising – Amazon, Google, and Meta — with implications for online advertising:

  • Amazon beat analysts’ estimates and enjoyed a strong quarter with the exception of its core retail business. The big news was the continued strong growth of Amazon Ads, which is Amazon’s advertising business that has quickly challenged Google and Meta for leadership of the online ad market. Ad revenue climbed 18% in the period for its most recent quarter. All told, Amazon Ads raked in $8.76 billion in the second quarter. Notably, in its earnings announcement, Amazon highlighted the recent launch of Amazon Marketing Stream, which “automatically delivers hourly Sponsored Products campaign metrics to advertisers or agencies through the Amazon Ads API.” This is a sign that Amazon is developing ad tech data and marketing services, which is a direct challenge to Google. What it means: the success of Amazon Ads dovetails with the ascendance of a more privacy-focused era. Apple in particular has initiated privacy controls that make it more difficult for advertisers to target consumers with ads that use third-party data. Amazon Ads is beyond the reach of such privacy controls because Amazon Ads is based on first-party data that Amazon collects from its customers. Amazon is not the only retail business building its own ad network. But it’s the leader. We expect more businesses will choose Amazon Ads as an advertising platform, and we have developed services accordingly.
  • Meta suffered its first-ever revenue drop for the quarter. The reasons are complicated. First off, TikTok is threatening the popularity of Facebook and Instagram (both owned by Meta), and Meta’s response to TikTok, Reels, doesn’t generate money as efficiently as Instagram Stories and the main news feed. Meta has also reeled from the impact of Apple’s privacy controls. What it means: Meta is in a time of transition – but never count out Meta. The company is investing heavily into the emerging metaverse, which is dragging its profits down but may boost Meta over the long run. And although Reels are a work in progress, progress is being made. As analysts at JMP wrote, “With Meta making progress with Reels while AI improves recommendations across content and advertising, we expect growth to rebound from current levels while the company is more disciplined in its cost structure.” And, overall, the company’s base of monthly active users continues to increase. The real threat to Meta in the near term: how well the company can rebound from the threat of Apple’s privacy controls. The long-term threat: how well Meta can attract and keep Gen Z users.
  • Google is sitting pretty. Alphabet’s search ad sales grew more than 13 percent in Q2 2022 to $40.7 billion, beating analysts’ expectations of $40.2 billion. Search, of course, is Google’s bread-and-butter business, and Google’s investments into its core search ad units are paying off as advertisers lean into performance marketing tactics amid economic uncertainty. But life isn’t all rosy at Google. At YouTube, ad sales rose 0nly 5 percent after jumping 84 percent in the same period a year ago. This reflects the impact of TikTok’s popularity. What it means: Google is going to flourish in 2022 and 2023 especially as advertisers weather economic uncertainty. Google is a safe bet, and Google continues to develop new ad units that enhance its performance marketing capabilities. Watch for Google to continue to push artificial intelligence-related services and tools that automate online advertising — while managing the increasingly thorny challenge of developing alternatives to third-party cookies, which the company had said it would do by 2022 and now is rescheduling for 2024.

What Advertisers Should Do

  • Keep a diversified ad portfolio across the Big Three: Amazon, Google, and Meta. If you are satisfied with the results you are seeing, don’t let Meta’s challenges scare you away. But do a gut check with your agency partner on how your ads are performing.
  • Work closely with your agency partners to understand the impact of privacy controls, especially from Apple.
  • If Gen Z is an important audience, take a closer look at TikTok. TikTok looms large as it challenges YouTube and Meta especially.

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

TikTok and Instagram Challenge Google for Gen Z Searches

TikTok and Instagram Challenge Google for Gen Z Searches

Google Instagram TikTok

Google has a new challenger for product searches: TikTok and Instagram.

At a recent conference, a Google executive went on record as saying, “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

This was a surprisingly candid admission from a company whose YouTube app has been battling TikTok especially for leadership in the video space. (Insider Intelligence predicts TikTok’s advertising revenue will overtake YouTube by 2024.)

Although Google is easily the world’s most popular search engine, when it comes to searches for things to buy, the company is not quite as popular. For example, Amazon is the Number One website for people to do product searches: according to a 2018 Jumpshot report, from 2015 to 2018, Amazon overtook Google in this area, with Amazon growing to claim 54 percent of product searches while Google declined from 54 percent to 46 percent. According to Marketplace Pulse, a majority of Amazon searches—78 percent, in fact—are nonbranded. Instead of pinpointing a specific company like lululemon, say, many customers are making broad searches such as “yoga pants for women” and seeing what comes up.

And we all know how easy it is to buy something on Amazon once you are done searching, right?

Well, Google has been trying to make itself a stronger destination for shopping amid Amazon’s ascendance. For instance, Google recently launched new commerce-related features such as:

  • Swipeable shopping ads in search. A new ad display pairs organic shopping results with shopping ads, which makes online shopping more visual. The new swipeable shopping feed is available for apparel brands via Search or Performance Max campaigns. These will be clearly labeled as ads and will be eligible to appear in dedicated ad slots throughout the page.
  • Product feeds for a shoppable YouTube experience. Advertisers will soon have the ability to connect product feeds to campaigns in order to create shoppable video ads on YouTube Shorts. With YouTube Shorts, people can quickly and easily create short videos of up to 15 seconds, similar to how TikTok and Instagram Reels are used. Shoppable video ads on Shorts helps Google capitalize on social shopping.

The problem with Instagram and TikTok is that they appeal to the surging Gen Z population, who look especially to TikTok for recommendations for things to buy.  According to The New York Times, two-thirds of TikTok users have been inspired to shop, even if that wasn’t their original intent when accessing the app in the first place. The phenomenon has gained enough attention that it even has a hashtag: #TikTokMadeMeBuyIt has garnered more than 16.7 billion views on the app.

Even more worrisome for YouTube, TikTok and Instagram are both launching social shopping tools. For instance, TikTok recently launched the TikTokShop to make it easy for people to buy things right int the app. Instagram has launched a number of tools as part of Instagram Shopping, including:

  • Instagram Checkout, which facilitates simple, convenient, and secure purchases made directly from Instagram. Shopping from Instagram means protected payment information is kept in one place. So, Instagrammers can shop multiple favorite brands without having to log in and enter intel multiple times.
  • Instagram Live, which allows checkout-enabled businesses to sell products through “live shopping.” In live shopping, consumers might be inspired by a creator or brand’s live video content and subsequently buy promoted products in real-time.

In fact, 130 million people tap on an Instagram Shopping post and engage with Instagram Checkout every month.

All told, social commerce is exploding. eMarketer predicts that by 2023, 2021, U.S. retail social commerce sales will rise to $56.17 billion.

Google is also responding to these challenges. In addition to the features noted above, the company is making search more immersive and engaging by incorporating rich visual features and augmented reality. These should help the company make the search and shopping experience livelier.

Google is making progress. Morgan Stanley says that in November 2021, 57 percent of shoppers first went to Google platforms (including Search and YouTube) to research a new product, up from 54% in May 2021. In addition, the number of Amazon Prime subscribers turning to Google for initial searches increased to 56 percent from 51 percent in the same period.

What Businesses Should Do

  • Understand your audience. Are you reaching out to Gen Z? Boomers? Not all social commerce platforms are the same. As noted, TikTok and Instagram resonates with Gen Z. Boomers tend to gravitate to Facebook. Ask yourself: who am I trying to reach, and where can I find them?
  • Learn how to use the tools available to you. Each platform has its own requirements for creating content. In addition, these popular sites demand a strong understanding of how to use visuals — anymore, it’s essential that brands know how to create powerful imagery.
  • Capitalize on Google’s advertising tools that are designed to be more visually appealing. For instance, Google recently rolled out Discovery ads, which are image-rich ads designed for a more “laid back” search experience (more about that here). Google is clearly doubling down on the visual web, and advertisers should expect more visually appealing ad products as it attempts to become a stronger e-commerce player.
  • Take a closer look at video advertising and organic content sharing, given Google’s interest in building out a more robust search experience on YouTube.

Meanwhile, TikTok and Instagram will most certainly dial up their own advertising products to attract companies that want to have their sponsored content appear alongside search results. Gear up for more ad choices!

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Google Enhanced Conversions for Web: Advertiser Q&A

Google Enhanced Conversions for Web: Advertiser Q&A

Google

Google continues to evolve its advertising products for a privacy-first world. One important way is to move businesses to more aggregated measurement solutions as the availability of individual level identifiers decreases with the value of third-party cookies eroding. One such tool that has capture more interest in the market is Enhanced Conversions for Web. This is a conversion tracking feature that enables more accurate conversion measurement by increasing observable data – and, according to Google, improving overall quality of conversion modeling. Enhanced Conversions for Web allows businesses to capture customer data that advertisers collect on their conversion page (e.g., email addresses) and then match it against Google logged-in data. The raw data (e.g., an email address in plain-text format) is captured“as is” on the website, and then automatically hashed by Google as it is sent to Google’s server. Following are answers to commonly asked questions about Enhanced Conversions for Web.

What exactly are Enhanced Conversions for Web?

Enhanced Conversions for Web are not a replacement to the standard online (gtag-based) Google Ads conversions, but are rather a complementary feature that improves the accuracy of conversion measurement.

Enhanced Conversions for Web is basically a setting under the online conversion that enables your website to send hashed first-party, user-provided data directly to Google Ads when a user converts in the form of email addresses, phone numbers, first names, last names, and street addresses. Although email addresses are preferred and often suffice, an advertiser can choose to send more information to Google to improve the matching rate. Google then uses the hashed user data to match your customers to Google accounts, which were signed in to when they engaged with one of your ads.

Why does True Interactive recommend enabling Enhanced Conversions for Web?

As the industry starts to move away from cookies, advertising platforms/providers like Google are already developing new privacy-focused conversion measurement methods that do not use browser cookies.

Today, standard online conversion tracking relies on the web browser/cookies, where the Google Click ID (GCLID) is stored upon arrival to your website right after someone clicks a Google ad. Once a specific conversion action is completed and the conversion tag is triggered on the website, the GCLID is sent to Google so that Google can attribute the conversion to the appropriate ad campaign, keyword, creative, audience, etc.

The Enhanced Conversions for Web feature helps Google match the conversion to its corresponding ad campaign, keyword, creative, audience, etc., by providing more keys (such as email addresses) in the event that the GCLID is missing.

This not only provides advertisers with better visibility into campaign ROI by recovering conversions that otherwise would not have been measured, but it also helps drive better performance by giving the Google algorithm (auto-bidding strategies) more data points to optimize ad delivery.

How does a business enable Enhanced Conversions for Web?

There are a few steps to implementing Enhanced Conversion tracking, all of which True Interactive can assist you with:

  1. Identify the online conversion(s) for which the Enhanced Conversions feature needs to be activated.
  1. Enable the Enhanced Conversions setting inside your Google Ads account.
  1. Depending on the current Google Ads tag implementation, advise on how to enable the Enhanced Conversions feature by editing the conversion tag on the site (if the tags have been deployed manually on the website), updating the conversion tag in GTM, or setting it up via the Enhanced Conversions API.

Note that Enhanced Conversions will only work for conversion types where customer data is present – such as subscriptions, sign-ups and purchases. One or more of the following pieces of customer data must be available:

  • Email address (preferred)
  • Name and home address (street address, city, state/region and postcode)
  • Phone number (must be provided in addition to one of the other two pieces of information above)

Enhanced Conversions for Web underscores a larger point: it’s essential that businesses understand how a privacy-first world is affecting the way they manage their advertising and marketing. For more insight on Enhanced Conversions for Web, please consult this post from Google. And to stay on top of advertising, including developments with consumer privacy, follow our blog.

Contact True Interactive

To succeed with online advertising in a privacy-centric world, contact True Interactive. Read about some of our client work here.

Why Google Is Integrating Search and Shopping

Why Google Is Integrating Search and Shopping

Google

Google is as big and influential as ever. But one of the downsides of being big and influential is that Google must fight battles on multiple fronts. We recently blogged about Google’s latest moves to combat the threat of TikTok. At Google’s recently conducted Marketing Live event, the company also took aim at Amazon.

Google versus Amazon

Google practically invented search. Google Search remains the engine that drives Google’s multi-billion dollar advertising business. When people use Google to search billions of times a day, advertisers want to appear alongside their search results. But, in recent years, Amazon has emerged as a powerful search engine all its own, especially for when people are searching for things to buy. Most product searches begin on Amazon, not Google. This is a problem for Google. When people search on Amazon, they search with intent to buy. And they’re not shopping as much on Google. Oh, and Amazon is building off that search activity to grow (impressively) the third largest online advertising business.

Google has been trying to change all that.

At Marketing Live, Google announced a number of developments intended to make Google a more attractive destination for shoppers. To wit:

  • Swipeable shopping ads in search. A new ad display pairs organic shopping results with shopping ads, which makes online shopping more visual. The new swipeable shopping feed is available for apparel brands via Search or Performance Max campaigns. These will be clearly labeled as ads and will be eligible to appear in dedicated ad slots throughout the page. This ad type is coming later in 2022.

A Google ad

  • Product feeds for a shoppable YouTube experience. Also at some point in 2022, advertisers will have the ability to connect product feeds to campaigns in order to create shoppable video ads on YouTube Shorts. With YouTube Shorts, people can quickly and easily create short videos of up to 15 seconds, similar to how TikTok and Instagram Reels are used. Shoppable video ads on Shorts helps Google capitalize on social shopping.
  • 3D models of products in Google Search: merchants will be able to have 3D models of their products appear directly on Google Search, allowing shoppers to easily see them in their spaces. In launching this feature, Google said that more than 90 percent of Americans currently use, or would consider using, augmented reality for shopping.
  • Promoting loyalty benefits. In the coming months, merchants will be able to promote their loyalty benefits to potential customers in the U.S. when they’re shopping across Google. Loyalty programs encourage repeat purchase. Google believes that integrating them into Google Ads will benefit retailers. According to Google, using Performance Max campaigns— along with a product feed — businesses will be able to drive more online loyalty sign-ups across YouTube, Display, Search, Discover, Gmail, and Maps.

A loyalty offer

These developments represent the latest wave of changes taking aim at Amazon. Another occurred in the third quarter of 2021 (more about that here). Google’s strategy is to capitalize on its reach. As popular as Amazon is, Google can rely on more touchpoints for advertisers to connect with consumers, ranging from YouTube to Gmail.

Google’s advertising business overall remains very strong although YouTube has been underperforming against analysts’ expectations. One of the reasons Google has grown so well is that the company does not rest on its laurels. The announcements from Marketing Live are evidence of that.

Contact True Interactive

All these developments are exciting, but It can be a challenge for advertisers to sort through the ever-evolving landscape. True Interactive works with businesses all the time to succeed with digital advertising, and that includes advertising in the Google universe. To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Photo by John Schnobrich on Unsplash

Why Google Brought Advertising to YouTube Shorts

Why Google Brought Advertising to YouTube Shorts

Google YouTube

During the past several weeks, the marketing world has been buzzing about streaming companies such as Disney+ and Netflix embracing advertising. And this conversation is more than justified. Both businesses offer advertisers a tremendous inventory for creating highly relevant advertising content to a global streaming audience that continues to grow based on industry research. As we mentioned recently in a blog post, although we don’t yet know what kinds of ad units Disney+ and Netflix will offer, they can certainly draw upon plenty of examples. One of them is YouTube.

YouTube Advertising

YouTube has offered ad units for years. And although the growth of YouTube’s ad revenues has not delivered on analysts’ expectations lately, the app remains an important part of Google’s growth. YouTube’s worldwide advertising revenues amounted to $6.9 billion in the first quarter of 2022, representing a 14 percent year-over-year increase. YouTube is certainly threatened by the rise of TikTok, but the app is still a juggernaut, and one of the reasons for that is YouTube’s ability to offer a diversified slate of ad units.

The most casual users of YouTube are familiar with some of YouTube’s popular ad units such as skippable video ads (which allow viewers to skip ads after 5 seconds). Over the years, YouTube has built on this foundation of short-form ad units with new products. For example, in 2019, YouTube unveiled a product called Bumper Machine, which makes it easier for businesses to create six-second video ads, or bumpers.

YouTube has also embraced connected TV with the Masthead ad format for TV. This allows brands to connect with consumers the instant users access the YouTube app on their televisions. The Masthead format is a response to the fact that while consumers aren’t watching as much linear TV, they are still using their televisions as a tool for experiencing streaming platforms like YouTube. In other words, YouTube understands viewing trends, and is staying nimble in its bid to connect with advertisers in an informed way.

At Google’s 2022 Marketing Live event, the company also rolled out more ad products. For example, Google is starting to offer ads in YouTube Shorts around the world after experimenting with ads in YouTube Shorts since 2021.

With YouTube Shorts, people can quickly and easily create short videos of up to 15 seconds, similar to how TikTok and Instagram Reels are used. The videos are created on mobile devices and viewed, in portrait orientation, on mobile devices. And once a person opens one Short, they get access to tons more of them (again, think TikTok or Reels playing one after another.) According to Google, YouTube Shorts now averages over 30 billion daily views (four times as many as a year ago).

 YouTube Shorts

Shorts, much like TikTok, provides editing tools for people to create slick, high-concept content. And now brands can get in on the action because their Video action campaigns and App campaigns will automatically scale to YouTube Shorts.

 Google said that later in 2022:

  • Brands will also be able to connect their product feeds to their campaigns and to make their video ads on YouTube Shorts more shoppable.
  • Google is developing a long-term YouTube Shorts monetization solution for our creators, which Google will discuss soon.

This all sounds like a wise move on Google’s part. Google needs YouTube Shorts to succeed to thwart TikTok. And making Shorts ads shoppable capitalizes on the social commerce boom.

YouTube Shorts

Moreover, the rise of the creator economy has generated a new segment of influencer creators. As I blogged in January, the creator economy will become even more powerful. That’s because collaboration networks are proliferating. These networks give creators an all-in-one platform to create communities and build influence. In addition, gaming sites such as Roblox and Twitch offer creators opportunities to monetize their work with potential partnerships with brands, and crypto currency sites such as Rally.io make it possible for creators to mint their own currency. The big social networks such as Meta are responding by making themselves more attractive to creators. YouTube wants to monetize this activity and not lose out to its rivals.

What Advertisers Should Do

It’s important that advertisers say abreast of these developments, and if you work with an agency partner, collaborate with them closely on a way forward. (This is what our clients do with True Interactive.)

Not every video ad unit may be relevant to you. Assess the video ad units proliferating – whether from YouTube, TikTok, Instagram, and other apps – against your audience and business objectives. And think of them strategically. For instance, recently, one of our clients experienced a challenge: its share of branded search was dropping. The client, a photo curating and sharing company, naturally wanted to improve. So, we launched a video-based awareness campaign that spanned display, YouTube, Google Display Network, connected TV, Yahoo Online Video, Facebook, and Yahoo Display. Our focus: mobile and connected TV. We also ensured that YouTube ads could target connected TV screens.

As a result, our client enjoyed significant improvements in both awareness and also revenue – showing how powerful video can be as a direct-response format in addition to brand awareness. Read more about this case study here.

Contact True Interactive

We deliver results for clients across all ad formats, including video and mobile. To learn how we can help you, contact us.

Google Introduces New Privacy Controls – Here Is What They Mean

Google Introduces New Privacy Controls – Here Is What They Mean

Google

Google is upping the ante for privacy once again. At its annual developer conference (known as Google I/O), Google announced a number of chan ges aimed at enhancing user privacy. They include two new tools that give users even more control over their data:

  • Results about the user in Search. With a new tool to accompany updated removal policies, people can more easily request the removal of Google Search results containing their contact details — such as phone numbers, home addresses, and email addresses.
  • My Ad Center. Toward the end of 2022, Google will launch more controls for users’ ads privacy settings: a way of choosing which brands to see more or less of, and an easier way to choose whether to personalize a user’s ads. My Ad Center gives users more control over the ads they see on YouTube, Search, and their Discover feed, while still being able to block and report ads. Users will be able to choose the types of ads they want to see — such as fitness, vacation rentals or skincare — and learn more about the information Googles use to show them to users.

Google elaborated on the release of the new search privacy tool as follows:

When you’re searching on Google and find results about you that contain your phone number, home address, or email address, you’ll be able to quickly request their removal from Google Search — right as you find them. With this new tool, you can request removal of your contact details from Search with a few clicks, and you’ll also be able to easily monitor the status of these removal requests.

Google said the search privacy feature will be available in the coming months in the Google App, and users can also access it by clicking the three dots next to individual Google Search results.

What Advertisers Should Do

The new privacy controls in and of themselves could help advertisers. Why? Because conceivably, users who choose which types of ads they want to see will be more engaged and interested in the ones they do in fact see – which could increase purchase intent. That said, advertisers need to look at the big picture: these developments are another sign that Google is intensifying its commitment to a privacy-first world. And that starts with Google’s depreciation of third-party cookies on Chrome — which is one of the hottest stories in ad tech event though it has not happened yet.

Google will phase out tracking of third-party cookies on Chrome in 2023. And 2023 is coming sooner than you think. The Google Privacy Sandbox projects the following timeline for phasing out third-party cookies:

  • September/October 2022: Google will announce the transition timeline and the actual date when Chrome will retire third-party cookies.
  • November 2022-April 2023: Google will provide insights and guidance for businesses to adjust to the upcoming change; they will publish playbooks and other documentation.
  • May-August 2023: Google will officially retire cookies within Chrome.

It’s important to come up with a transition plan now to measure campaign performance in a world without third-party cookies on Chrome. Yes, Google’s original timeline was delayed – but the 2023 date seems to be holding firm. Contact your advertising partner to ask how they’re managing the transition (at True Interactive, we’re doing the heavy lifting for our clients).

Are you ready?

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.