In a blog post, Google stated they will “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.”
In July Google announced a change in position that impacts advertisers and how the entire internet functions, reversing a previously planned move to ditch third-party cookies — the invisible text files that track users’ web activity for advertisers and force us all to click an annoying text "accept" box when we are simply trying to read an article or go buy a product. Many users prefer cookies because they want more relevant content and products served to them in a sea of global information and irrelevant ads
Others feel as if their privacy is being violated or even harrassed when they research a topic once, and then find themselves chased with that same product or topic for weeks after.
New information on the positive side of the decision: Google keeps cookies in Chrome
Now that Google has decided to keep cookies video producers and advertisers on YouTube will no longer fear a loss of access to detailed user data for targeting and measuring video ad campaigns. This provides greater chances for Marketing Directors to easily ensure that the right audience sees the right product video.
The good news about this major decision:
Better Audience Targeting:
Advertisers will be able to continue to use cookies to precisely target users with video ads based on demographics, interests, and other sites and videos they have previously visited. This can potentially to better engagement and conversion rates.
More Accurate Measurement Of Success:
Tracking with cookies allows for ad platforms to measure video ad performance, including metrics like impressions, click-through rates, and viewership duration. Without this information, A/B testing multiple video ads to track its success would be more difficult.
Most importantly: Retargeting Capabilities:
The fact is it often takes a viewer multiple times in multiple places to see your ad play before they decide to buy. The ability to retarget consumers who have interacted with previous video ads on YouTube or other websites maximizes campaign reach and effectiveness.
Long-Term Adaptation:
While cookies are still available, video marketers should invest in developing strategies that leverage first-party data and privacy-focused technologies to ensure long-term success.
Focus on User Experience:
Providing high-quality, engaging video content is more important than ever to capture audience attention and improve ad performance, even with robust targeting capabilities.
How do cookies work?
Websites deliver cookies to visitors' browsers in the form of small pieces of code. They remain as the person visits other sites.
Our online activities are tracked by these pieces of code, which collect information on what we search for and what we buy. In order to fine-tune how their ads target people online, advertisers use them.
As a tool for gathering data on their customers, advertisers remain heavily reliant on cookies as a tool for tracking web activity using third-party cookies. Data from W3Techs, a web technology research company, shows that approximately 40.9% of a website's visitors use cookies in order to gather information about their activities.
In some ways, cookies have also become annoying for many users. Privacy regulation in Europe requires websites to display boxes requesting users what cookies they want stored on their devices. This results in the checkboxes we’re now all too familiar with asking us to consent to cookies.
Ending the annoying Google Cookie Opt-In Banners
According to Google's recent policy change, you may only need to make a single choice regarding cookies in Chrome, meaning you won't have to opt in or out every time you visit a new site. This is a blessing for advertisers who are sick of a huge message popping up on mobile devices, often taking up the entire screen before the viewer is allowed to see anything. Some believe this is likely to decrease horrible bounce rates on sites that are slow loading, as one more obstacle to the client, the opt=in banner, is now potentially out of the way.
Google plans to allow you to make an "informed choice" about how your data is handled across websites, without completely phasing out third-party cookies as previously planned.
But what about browsers, states, and countries where third-party cookies don't work?
United States
20 states have currently have data privacy laws that apply to businesses' data collection, use, and disclosure of personal data. These states include California, Colorado, Virginia, Connecticut, Utah, Delaware, Indiana, and Iowa. In 2024, Texas, Oregon, and Montana will also have data privacy laws. The US also has several federal laws regarding cookie usage, including the Children's Online Privacy Protection Act (COPPA) and the California Consumer Privacy Act (CCPA).
Other Countries
Google's new policies will have to work with these laws to ensure all advertisers are compliant in each region. The United Kingdom, European Union, Austrailia and New Zeland have also targeted cookie consumption.
What to do when many users opt out of Cookies?
The structure of ad relevance becomes more important. Calling out to the viewer in order to grab their attention at the top. Let the audience know this advertisement is more relevant to them, especially in B2B. If you're a marketing director chasing people who love healthy snacks, make sure that you are sharing that this is about healthy snacks right at the beginning. Do not put them through a long story prior to telling them what this is about.
Brainiac Pictures helps Marketing Directors, SAAS owners and Consumer Goods companies reach their target audience in ways that both use cookies and also do not rely on them.
Using video SEO software, Brainiac is able to see what people are looking for, and what keywords they use to search for content or products, Brainiac embeds those words into the screenplay for the advertisement. When bots scrape closed captions that ad is seen as revelnt to certain viewers, making it more likely for it to appear in their feed. You can contact Brainiac today and get your next video production into motion with the smarter way of doing things.
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