Tagged for Success - Tag Digital’s Newsletter - #6
Welcome to the 6th edition of Tagged for Success, keeping you up to date with the latest changes in the digital marketing landscape and key updates across paid channels.
We hope you’re hungry because this month’s newsletter is full of cookies ??
What can you expect in today's newsletter?
?? Google’s Cookie U-Turn: What Marketers Need to Know ??
Google has reversed its decision to phase out third-party cookies in Chrome, impacting both users and advertisers.?
Initially aimed at enhancing privacy, Google will now keep these cookies while introducing new privacy measures through their Privacy Sandbox initiative.
?? What are third-party cookies?
Third-party cookies are small data pieces stored in your browser by websites you visit.
They help advertisers track activity across sites for targeted ads but raise privacy concerns due to limited user control.
?? Google’s initial plan and reversal
Originally, Google planned to eliminate third-party cookies for a privacy-focused web.
Now, they will keep these cookies and focus on balancing privacy and advertising needs with the Privacy Sandbox.
?? The Privacy Sandbox initiative
Google’s Privacy Sandbox aims to enhance user privacy while supporting effective advertising through tools like the Protected Audience API and Topics API, which limit data shared with advertisers.
These tools work by keeping most user data on their devices and only sharing aggregated or anonymised data, ensuring that user privacy is prioritised without sacrificing the effectiveness of digital ads.
?? What does it mean for users?
Third-party cookies will continue, but Google promises more transparency and control over data use through the Privacy Sandbox, allowing informed privacy choices.
Users will have greater visibility into how their data is being used and more options to manage their privacy settings, empowering them to make decisions that align with their personal preferences and comfort levels.
?? What is the impact for advertisers?
Advertisers can still use third-party cookies, maintaining effective tracking and targeting. However, they must prepare for future privacy-focused solutions and ensure compliance with regulations like GDPR.
As the digital landscape evolves, advertisers will also need to invest in developing first-party data strategies and explore new technologies, such as Google's Privacy Sandbox APIs, to ensure they can continue reaching their audiences effectively while respecting user privacy.
?? What’s Next?
Google’s Privacy Sandbox is under review by the UK’s Competition and Markets Authority (CMA). Advertisers should stay informed and ready to adapt to new technologies and regulations.
Stay ahead with our expert insights on digital advertising and privacy regulations.
Read our full blog post by Adam Campbell to learn more about Google’s cookie policy reversal.
?? Google has halted cookie deprecation, but privacy-first is still the best strategy ??
Despite Google's recent decision to keep third-party cookies, significant changes are coming.?
Starting in early 2025, opting out of third-party cookies will become the default for users.?
This means unless users actively choose to opt-in, third-party cookie tracking will significantly decrease.
?? Understanding the shift
Many might assume that because Google is keeping third-party cookies, there won’t be any significant changes to how digital advertising works. However, this isn’t the case.
As privacy settings become more stringent, more users will automatically opt out of third-party cookie tracking.
This means that the audience data advertisers rely on will become less comprehensive over time, making it harder to accurately track and target users based on their online behaviour.
In other words, even though third-party cookies are still in play, their effectiveness will diminish as more people take control of their privacy settings, leading to smaller, less reliable data sets for advertisers to work with.
?? Why Server-Side Tracking matters
To address these challenges, server-side tracking (SST) emerges as a powerful, privacy-focused alternative.?
To help you navigate these changes, Ashley Hamilton, Head of Paid Media, is hosting a second edition of our webinar on server-side tracking.?
This session will explore the benefits and implementation of SST, preparing you for the future of tracking.
Sign up now to find out the benefits of server-side tracking in a privacy-first digital world.
领英推荐
?? OpenAI Introduces SearchGPT: A New Era in AI-Powered Search ??
OpenAI has officially entered the search engine market with SearchGPT, a prototype AI-powered search engine designed to revolutionise how we find information online.?
Running on GPT-4, SearchGPT provides concise, contextual search results with embedded source links, allowing users to engage in a more conversational and interactive search experience.
?? How does it work??
SearchGPT starts with a simple search box. After entering a query, it delivers summarised answers, complete with links to the original sources, offering a streamlined and informative search experience.?
Users can ask follow-up questions, making it easier to explore topics in depth.
?? Why is this important??
This move positions OpenAI as a potential competitor to established search giants like Google and Bing.?
By partnering with major publishers like News Corp and The Atlantic, OpenAI ensures high-quality content is at the forefront, all while giving publishers control over how their content appears in search results.
?? What’s next?
Currently, SearchGPT is in a testing phase, available to a limited group of users.
OpenAI plans to refine the product based on feedback and may eventually integrate the best features into ChatGPT. If you're interested in trying it out, you can join the waitlist.
We’ll be sharing more content soon on our paid media team's thoughts on the future of search and how this shift will impact marketers. Stay tuned.
?? Paid ads on AI Search? Perplexity AI Share Ad Revenue With News Publishers???
?? Is AI Search the future of paid advertising??
This month, Perplexity AI, an innovative AI-powered search app, has announced a new initiative to share ad revenue with news publishers.
This marks a significant shift in how AI and traditional media can collaborate – this move is designed to support content creators as AI continues to reshape how we consume information online.
?? Let’s break it down…
We’re just dipping our toes in the water of what is possible with AI and paid advertising.
Perplexity AI’s innovative approach to ad revenue sharing could be the start of a new era in AI and journalism collaboration.?
The question is…do you see us advertising events on AI Search in the near future?! Let us know in the comments ??
As always, we’ll be sharing more updates on this soon, keep an eye on our LinkedIn page.
?? Is your company Gen AI ready? Conversation with Paul Baier ??
This may seem like a shameless plug for our podcast, Tag Lab, but the insights from Laura Davidson ’s conversation with Paul Baier fit into this month’s newsletter perfectly.
As we’re sharing the news about paid ads on AI Search and what the future could look like for media giants like Google – we had to share this podcast with you all.?
Paul expressed the importance of higher management understanding AI and utilising large language models (LLM) themselves before advising on whether it is important or not for business growth.
“I've never seen a topic where people have such, they know so little and they have such strong feelings about it. So this is different – it's experiential. You can't read your way to the insights on Generative AI”?
Paul Baier strongly believes that if you haven’t used an AI platform like ChatGPT for at least 3 hours for your personal use and exploration – no matter the use case – then you shouldn’t be deciding on the AI strategy for your company.
This sparked an interesting discussion between Laura and Paul but also within our wider team – we take pride in being an AI-first agency and we have transformed our processes with AI but Laura wanted to know how often every person in the team spends using AI per day?
The majority are using AI between 1 and 2 hours per day – we've saved over 25,000 hours by automating our processes and embracing AI across every aspect of our agency.
We want to ask you the same question – how often do you spend on ChatGPT or similar platforms per day? Have you used these AI tools enough to be able to speak confidently about them?
?? Key Insights
AI is no longer just a buzzword – it’s a practical tool that will drive growth – for businesses and individuals who are willing to embrace AI to up-skill and transform their processes.?
Take a moment to reflect: How could AI drive growth in your business or personal skill set for career growth??
Are you ready to take the next steps? Listen to the full episode and explore how AI can become a driving force of your growth strategy (we will admit – this bit is the shameless plug for our podcast – enjoy!)
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