Google plans to stop using third-party cookies. This move will greatly impact the online advertising industry. Cookies are at the heart of many advertising strategies. As more and more users shop online using multiple devices. Log into Facebook after visiting your favorite brand's website. You will see an ad for the product you just viewed. This was due to cookies. According to Statista (July 2021), 83% of marketers in the US built their work using cookies. Between 2017 and 2019, $19.7 billion was spent on third-party audience data in America alone. In 2022, there will be big changes in content distribution and advertising targeting to users. Now we have access to a large number of free materials.
This is because site owners can monetize it through targeted ads. In 2022, the strategy will have to be revised. The specialists who are the first to find the optimal solution will not lose their positions in the market. Many companies are developing alternatives to third party cookies. It is expected that in the United States the cost of email database resolving this issue from 2020 to 2024 will be $ 8.2 billion. While in Europe, expenditures of approximately $4.1 billion are expected over this period. A Statista survey found that 60% of US marketers believe multiple solutions will be required. In addition, 62% have developed their own strategies and 74% are collaborating to share data.
The leading solution to date is Unified ID 2.0, an open source system. Allows users to log into the database and customize their advertising preferences, thus creating an identifier. Big companies like BuzzFeed and Newsweek and millions of people are already taking part in testing the system. Alternatives include netID and the authenticated identity infrastructure. Remember that the data you collect plays a key role in brand promotion. Google still allows its own cookies to run targeted ads. Launch of targeted advertising in social networks; analysis of statistics from social networks; use of data from the CMS / site; API for conversion tracking; preparation of summary reports; work with Google's Privacy Sandbox; use of email marketing data; launch of contextual advertising.
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