Google Offers 3 Strategies for Adjusting to Privacy First Marketing

Google published a strategy article about data and measurement that reviews the near future of cookies, privacy, and tracking conversions. The article describes what 2023 is going to look like for marketers and what they should be doing now to prepare.

The article gives startling figures that in 2020 only 10% of the population was covered by privacy regulations and that by 2023 the entire 65% of the population will live in countries with privacy-protecting regulations that limit how much of their internet activity can be tracked.

The article discusses strategies for driving conversions and presents these approaches as busting three myths surrounding the first marketing reality of secrecy of the very near future.

Three Privacy Myths First

  • Myth #1: Cookie Exclusion Will Disrupt Website Tags
  • Myth #2: Accurate measurement depends on third party data
  • Myth #3: Protecting Privacy and Advancing Business Results Are Mutually Exclusive

Myth 1: Cookie exclusions and websites Tags

Google notes that third party cookies will eventually be phased out, but this will not affect its ability to accurately measure and optimize Internet marketing campaigns.

They recommend using Global Site Tags (gtag.js) or Google Tag Manager to optimize marketing campaigns.

Google said these measurement tools provide:

“…accurate measurements, have a positive downstream impact, and improve conversion modeling and bidding.”

Myth 2: Loss of third party data will affect accurate measurements

Third party cookies are those that enable contextually relevant advertising that improves customer targeting for advertisers, which consumers often jokingly refer to as creepy ads.

Google suggests that now is the time to start planning a first-party data strategy.

The article links to a video titled, “How marketers should think about building a first-party data strategyFeaturing Jaylen Baca, a Google Global Product Lead.

It defines First Party Data as all information collected from each type of interaction, including phone interactions, in-store interactions, and app interactions.

Baka suggests building B2B partnerships with related companies that can help create more first-party data.

He offered this scenario:

“For example, if you are a food and beverage company, you might consider partnering with a home-meal-kit vendor such as Home Chef or HelloFresh to expand your audience reach and build on your data. “

Myth 3: Protecting privacy will negatively impact business results

Google acknowledges that the loss of third-party data will result in a “measurement gap” and states that it is unavoidable.

Although he suggests that privacy-protected machine learning models can help provide accurate reporting on the customer journey.

Google explains:

“Machine learning works by analyzing data to identify trends, correlations and other insights that might otherwise be missed, through human error or otherwise.”

There is a link to a five-minute video explainer about conversion modeling that provides an overview of how machine learning, along with first-party data, can help increase campaign performance, citing a study. It shows that machine learning tools can increase campaign performance by up to 35%.


Fact vs. Fiction: 3 Measurement Myths That Striking Your Marketing

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