It’s been a week of unexpected news stories. For advertisers, the top headline came when Google announced their plans to halt cookies depreciation. As our new VP of Managed Sales, Danielle Kramer, mentioned recently, the “slow march of the cookies death” will continue beyond January 2025.
The news may signal a pause in changes for right now, but industry experts agree that the conversation about customer privacy and data will continue. Advertisers still need a plan for how to ensure their ads are shown to their target audiences and the reporting they get from their marketing efforts is accurate.
Today, we’re going to help you make that plan. Let’s get started.
Immediate and Long-Term Changes for Advertisers
In Google’s announcement, they explained that instead of depreciating cookies, they will implement ways for Chrome users to make informed choices about their data on their own. In other words, everyone can decide from site to site how they want to share their information.
The experience of browsing websites on Chrome won’t change in the immediate future. However, because users will be able to decide when and what they want to share, the long-term question of how advertisers can understand their audiences and improve their customer journeys still remains.
In 2021, when the App Transparency Tracking (ATT) changes launched, there was a big drop in customer data. The opt-in rates are currently between 30-40%, which is likely an indicator of what might happen with cookies as well. From GroundTruth’s perspective, despite Google’s announcement, advertisers still need a plan for reaching audiences effectively in 2025 and beyond.
What GroundTruth Customers Can Expect
The good news for GroundTruth customers is that our platform has never relied or depended on cookies to provide precise audience targeting. Our targeting and segmentation works with diverse and ever-evolving identifiers that leverage real-world behaviors, like foot traffic (and soon, point-of-sale data). Our SVP of Product and Technology, Matt Knight, recently shared how GroundTruth is using these signals to ensure customers can reach the right audiences and measure the impact of their campaigns.
No matter what changes across media channels, our top priority is always to ensure a connection to signals of intent that power the effectiveness of our platform so that our customers get real business results.
Start Your Next Campaign with GroundTruth
The tools that marketers use to reach their audiences will continue to change as customer priorities and technology advances. What won’t change is our ability to help advertisers run successful, efficient campaigns. If you’d like to learn more about running your next campaign with GroundTruth, contact us today.
