When Google announced earlier this year that they are following Apple Safari and Mozilla Firefox’s lead, and phasing out third-party cookies on its Chrome browser by 2022, there was a frenzy of concern amongst marketers. How would they replace valuable user data generated by third-party cookies which had previously fuelled the success of online ad campaigns?
With Chrome being the leading browser capturing 66% of the market, Google’s announcement was significant, impelling cookie dependent companies to drastically alter their digital marketing strategies.
As such, cookies are now feared by many, with vain attempts to erase them from systems or block them through security software resulting in more invasive techniques being developed, such as digital fingerprinting. These shady behaviours coupled with an overwhelming consensus that users are losing control over their personal information has sharpened Google’s focus on privacy and web security, compelling them to eradicate third-party cookies and launch their Privacy Sandbox initiative.
Although most understand that digital advertising is imperative to maintain the web as we know it (most companies wouldn’t be sustainable without it, nor would information be so readily available), users are increasingly frustrated at privacy infringements and are demanding greater transparency. While many users appreciate ads being tailored to their interests, a happy medium must be achieved where personalised ads can be generated without privacy being invaded. That happy medium is artificial intelligence (AI).
By incorporating AI into digital marketing strategies, marketers will be able to gain more precise data and insights at scale in real time across all digital channels, without compromising user privacy. Take Albert AI for example. Albert is not reliant upon third party cookies for attribution, instead he uses continual lift testing to measure the effectiveness of campaigns. Uniquely positioned, Albert sits atop as a control system, responsible for budget allocation and campaign execution. Albert differs from others as he is not merely assisting with campaigns or reporting on attribution, he is controlling it.
Maintaining a top down view, no matter what technologies come and go beneath, Albert can rapidly adjust. As a preferred technology partner of Google and Facebook, Albert’s versatility places him well for the inevitable changes ahead. As these and other publishers deploy new tracking solutions to adapt to a cookie-less world, Albert will be ready. But the question remains, will the marketers be ready?
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