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During 2022, Google Will Stop Display Retargeting on the GDN

THE WINNERS:

Law Makers & Privacy-conscious web users (also Google, they never really lose, they just make money elsewhere on Google-owned properties).

THE LOSERS:

Small and Medium Business Marketing Managers.

Google’s Push For Privacy

Google on Wednesday said it will stop selling ads based on a person’s individual browsing across websites, a move that could shake up the digital advertising industry as consumers call for more privacy online.

David Temkin, Google’s director of product management for ads privacy and trust wrote in a blog, “we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products”.

Google has announced that its Chrome browser would phase out support for third-party cookies by 2022.

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This announcement by Google is a result of the increasing attack by lawmakers as well as state and federal prosecutors. The tech giant faces three major antitrust lawsuits, including a landmark case by the US Department of Justice, and another complaint by a bipartisan coalition of states.

But still, there are limitations to Google’s update. The changes won’t apply to “first party” data, which companies collect directly from consumers. That includes Google’s own products, like Gmail, YouTube and Chrome. The changes will also only apply to websites and not mobile phones, where consumers are increasingly spending their time.

Who Will This Effect?

These new changes would affect retargeting campaigns like Display Campaigns on the Google Display Network which are a very effective way of increasing overall conversions.

The shift by Google is a bit worrisome for small to medium businesses because it’s ultimately pushing power and privileged information into the hands of Big Tech and their OWNED ASSETS e.g YouTube. Small businesses might have a harder time reaching their audiences because most of them don’t have access to third-party data or an alternative workaround. Big businesses have deeper pockets and rely on above and below-the-line media in all forms to reach their audiences.

What Should Businesses Do?

All businesses, including small and medium businesses, should start exploring alternate channels to capture third-party data and leverage it to boost their conversions (leads, purchases etc).

Our reps at these companies acknowledge that third-party data and retargeting activity will also be limited on their platforms (due to Chrome phasing out Cookies), but to what extent, is not yet known.

Some of the effective alternate channels include:

Rakuten

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 Adroll

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Ask Nimbull today about how these platforms can work for your business.

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