In a recent conversation with Simon Poulton, a seasoned expert in digital marketing and co-host of the Measure Up podcast, we gained a lot of insight into the impact of Google depreciating third-party cookies in 2024. From the impending changes and challenges facing advertisers in 2024, our discussion provided valuable insights into the world of marketing strategy and data analytics.

The Impact of Third-Party Cookies Deprecation

One of the central themes of our conversation revolved around the impending deprecation of third-party cookies. Simon highlighted the potential challenges this change poses for advertisers, especially in the realm of programmatic media. As third-party cookies become less viable, the shift towards platforms like Google and Meta (formerly Facebook) seems inevitable for smaller businesses. However, the impact on larger advertisers, heavily invested in programmatic channels, raises questions about the overall landscape of digital advertising.

The Role of Consent and Signal Resilience

A key takeaway from the discussion was the significance of consent and signal resilience in the new era of digital marketing. Simon emphasized the importance of marketers being proactive in implementing consent frameworks and exploring server-side solutions. The concept of signal resilience, ensuring the accurate persistence of signals to platforms, becomes crucial in the face of evolving privacy measures.

Adapting to Change: Recommendations for Advertisers

While the conversation acknowledged the uncertainty surrounding the deployment timeline of proposed solutions, Simon offered practical advice for advertisers. He recommended being mindful of server-side solutions, utilizing tools like Enhanced Conversions, and ensuring the ability to send anonymized or hashed personally identifiable information (PII) through conversion actions. The overarching message was a combination of “wait and see” and “be prepared” for the changes on the horizon.

Attribution Challenges and Solutions

A significant portion of the conversation touched on attribution challenges and potential solutions. Simon shared insights into the limitations of deterministic multi-touch attribution (MTA) and the importance of incrementality testing. He encouraged marketers to embrace a blended approach and consider high-velocity media mix modeling for future measurement.

Tools and Platforms in the Attribution Space

When it came to tools and platforms, Simon recommended Looker for data visualization and Google Tag Manager (GTM) server-side for granular control over data sent to platforms. He also highlighted the importance of exploring high-velocity media mix modeling platforms such as Facebook’s Robin and others like Recast for more advanced attribution needs.

Looking Towards the Future: Better or Worse for Consumers?

In the philosophical segment of the conversation, Simon addressed the question of whether the depreciation of third-party cookies would make the internet a better or worse place for the average consumer. While acknowledging the positive aspect of consumer sentiment against online tracking, he raised concerns about potential negative impacts on publisher revenues, leading to paywalls and increased advertising.

Connecting with Simon P.

For those eager to delve deeper into the world of digital marketing, Simon P. is active on LinkedIn and Twitter (handle: @spton). Additionally, he co-hosts the Measure Up podcast, where complex measurement topics are discussed in an accessible manner.

The conversation with Simon provided valuable insights into the challenges and opportunities that lie ahead in the realm of digital marketing. As the industry navigates through changes in technology and privacy, marketers are urged to stay informed, be proactive, and consider a diversified approach to measurement.

Stay tuned for more insightful conversations and updates in the dynamic world of digital marketing. Subscribe here to be the first to hear any updates!