Facebook, which retains an enviable trove of

[robiulhasan]

In early tests, Google reports that advertisers could expect to see “at least 95% of the conversion per dollar spent when compared to cookie-based advertising”. We should note that Google tested this method against cookies only in relation to in-market and affinity audiences in this experiment. But as an initial step, this should be encouraging for advertisers. Although some form of third-party tracking will be available for the short-term future, advertisers should expect to see further experimentation in this field and new solutions to arrive on the market.
first-party user data, is also testing new ways to replace its retargeting methodology. The early front-runner is built on “aggregated event measurement”, a similar principle to Google’s cohort-based federated learning. We should also expect to see retailers like Amazon and Walmart make gains, as they can build advertising products within cell phone plans in the us their ‘walled gardens’ of first-party data. Significantly, this first-party data reveals what people buy, as well as what they search for.

It is uncertain how exactly these proposals will play out in the finer detail, but the trend is clear. The major platforms and ad tech companies are all working to provide cookie-style performance without cookie-style tracking.

This could allow advertisers to find similar performance levels - if they are willing to adapt to the new reality. Nonetheless, advertisers cannot expect the same level of transparency in their reporting, even if the bottom-line performance looks similar.

That will have a knock-on effect for digital marketing strategy.