The Friday Five: Google scraps 3rd party cookie plans, marketing's gender pay gap widens, and 90% of UK shoppers overwhelmed by ads

Hello everyone and welcome to this week's edition of The Friday Five!

As always we'll be looking at five of the most important stories from the week that was in the world of marketing, tech, and social media. Today, we look at the increase in Google's satisfaction score among American users despite recent turbulence.

Also, we break down Google's about-turn regarding 3rd party cookies and the reaction that has come about as a result of it.

Then, we look at a survey which shows a vast majority of UK shoppers are overwhelmed by adverts before looking at marketing's ever-widening gender pay gap and some positive news about predicted increased ad spend in the UK.

So, without further ado let's get stuck in!

1. Despite strong headwinds, Google's satisfaction rating ticks up

Despite concerns about AI and significant algorithm updates, American users are more satisfied with Google than they were compared to last year.

The latest American Customer Satisfaction Index (ACSI) Search and Social Media Study 2024 shows Google’s ACSI score climbing to 81, up from 80 in 2023. This increase is at odds with complaints from search marketers and news publishers who feel Google Search has deteriorated.

The ACSI study, which surveyed 8,940 randomly selected consumers, evaluated factors such as site navigation, device compatibility, and content freshness.

Interestingly, a separate survey revealed that users spend more time searching for services online than five years ago. Additionally, social media users reported that advertising significantly hampers their experience.

ACSI identified ads as the most disruptive element on social platforms, citing issues like ad trustworthiness and relevance.

Despite these ad-related frustrations, social media satisfaction overall improved to 74, continuing a three-year positive trend. TikTok emerged as the leader in user satisfaction, surpassing YouTube, while Meta’s Facebook and Instagram also saw increased satisfaction.

Search Engine Land has more on this positive news for Google.

2. Marketing world in shock and annoyance after Google's volte-face on 3rd party cookies

Google will no longer eliminate third-party cookies from its Chrome browser, despite ongoing privacy concerns, news that has shocked many in the marketing and SEO world.

This reversal frustrates many companies that had prepared for the phase-out. Advertisers had long voiced concerns about the difficulties of creating personalised ads without third-party cookies, increasing reliance on Google’s user data.

The Competition and Markets Authority (CMA) had advised Google to halt the deprecation of third-party cookies until competition concerns were resolved.

This decision stems from users’ discomfort with extensive tracking enabled by these cookies.

Anthony Chavez, Google’s Privacy Sandbox Vice President, announced a new approach prioritising user choice, allowing Chrome users to enable or disable cookies at any time.

Jeff Green, CEO of Trade Desk, praised the decision, asserting that Google’s initial plan to remove third-party cookies was a strategic mistake.

He criticised the Privacy Sandbox for failing to protect privacy adequately and support advertisers and publishers. Green questioned whether Google would genuinely provide user control or obscure the process of changing cookie settings, similar to Apple’s approach.

Visit Marketing Beat for more on this story.

3. 9 out of 10 UK shoppers 'overwhelmed' by ads

A survey by Capterra reveals that a huge 91% of UK online shoppers feel overwhelmed by social media ads.

This study of 499 participants shows significant consumer pushback, with 37% blocking ads and 35% unfollowing brands in the past year.

Capterra UK analyst Eduardo Garcia Rodriguez notes that 57% of respondents researched products and 29% made purchases due to social media ads, indicating effective, targeted advertising can still drive consumer action.

Despite a third avoiding brand interactions on social media, 48% would engage if offered discounts and 45% appreciate ads relevant to their interests.

Tools like social media marketing and analytics can help brands better understand and target their audience. Privacy concerns are rising, with many rejecting cookies, using guest checkouts, and opting for digital wallets.

Rodriguez recommends brands build trust by being transparent about data usage and communicating privacy policies to encourage information sharing.

Want to know more? Visit Marketing Tech News.

4. Marketing's gender pay gap increasing by 10% compared to 2023

A recent Search Engine Land survey highlights a significant gender pay gap in the search marketing industry.

In 2024, men earn an average of $130,000 while women earn $95,000, marking a 36% disparity. This gap has widened from 2023, when men earned 26% more than women.

In senior positions, the pay gap is smaller but still present, with men earning 8% more than women. For manager and staff roles, the difference is 26%. Despite this, women are more likely to have changed jobs or received promotions recently, with 38% doing so in the past year compared to 25% of men.

Job satisfaction levels are similar between genders, with both reporting high satisfaction rates, though slightly lower than last year. The survey, conducted between December and February, included 291 respondents from North America and Western Europe.

Despite efforts to address pay inequality, the data underscores the ongoing challenges in achieving equal compensation in the industry. Continued focus on closing this gap is essential for fostering a fair work environment.

The full survey provides insights into career roles, salary, technology, and job satisfaction, highlighting key industry challenges.

For more on this visit Search Engine Land.

5. UK ad spend enjoyed significant growth in Q1, forecast predict further growth in 2024

The UK advertising market experienced a significant growth of 9% in the first quarter of 2024, reaching ￡9.2 billion, according to the Advertising Association (AA) and WARC.

This surge, driven primarily by robust online growth, surpassed last quarter’s forecast by nearly three percentage points, with online advertising accounting for 79.7% of total UK ad spend.

Adjusting for inflation, real ad spend growth stood at 5.5%, translating to ￡465 million in organic growth.

Projections for 2024 and 2025 have also been upgraded, with the market expected to grow by 7.7% to ￡39.4 billion in 2024 and by 5.5% to ￡41.6 billion in 2025. Notable growth sectors in Q1 included out-of-home advertising (12.5%), search (10.1%), and BVOD (13.7%).

Traditional media like cinema, TV, and radio also saw a resurgence, while declines in direct mail and news brands were less severe than in the previous quarter.

The consumables sector grew by 16.1%, and services increased by 8.9%, contributing to the overall positive outlook.

Head to Marketing Week for more.

Well, that's all folks! Thank you once again for reading this week's edition and sharing it with your network.

If you have any stories you think we should be covering please feel free to get in touch with us. In the meantime have a great rest of your Friday and a lovely weekend, and we'll see you here, same time next week!