"About That" with Carl Mayer: Google & Third-Party Advertising Cookies (Episode 3)

Interested in hearing more from Michael about this topic View his article Google ThirdParty Cookies The Cookie That Never Fully CrumblesAbout Michael DobsonMichael Dobson is Global Chief Digital Officer at Active International and Involved Media Activeamp8217s fullservice global media agency Michael brings a wealth of knowledge and skill to the team with both agency and clientside experience implementing marketing initiatives As their digital practice lead Michael sorts out the signals from the noise to build repeatable resultsdriven media campaignsPrior to joining Active and Involved Media Michael led teams in social media programmatic search and influencer space focusing on strategy and media buying to produce successful business outcomes Michaelamp8217s previous responsibilities include digital media leadership roles at Horizon Crossmedia Media Assembly and Michaelamp8217s Inc Michael currently lives in New York City with his partner and two pupsTranscriptCarl Mayer Welcome to About That Iamp8217m Carl Mayer here in the offices of Involved Media in New York City Iamp8217m joined today by Michael Dobson our Global Chief Digital Officer Michael heads up a team of thought leaders for the industry and heamp8217s going to help make sense of our topic for the day which is advertising cookies and specifically some changes that Google recently announced Michael welcome to About ThatMichael Dobson Thanks for having meMayer I think at this point everybody kind of has an idea of what advertising cookies are how they work their purpose But just to level set can you give a quick explanationDobson Absolutely So everything you do online from website applications you use things youamp8217re looking at things youamp8217re buying all of that is building up as data based off of 1st party cookies is really what itamp8217s referenced asOne of the analogies I like to use is whenever you go to a conference and you as a visitor at a conference you usually have a name badge Youamp8217ll have a title and your company and all of thatamp8217s actually formed based off of whoeveramp8217s hosting the conference which thatamp8217s then looked at as firstparty data and a cookie thatamp8217s based off of thatAs you go around at the conference you go to different vendors you go to different meetings then it builds out for potentially thirdparty datawhich builds off of your cookies as well So all of thatamp8217s really forming and showing as a consumer or user who you are and what youamp8217re doing onlineIf you were to put that in it you know the same context as websites and applicationsMayer And as useful as the cookies are Still in 2020 Google decided they were going to phase them out Why was thatDobson Ultimately it comes down to data privacy and compliance as weamp8217ve seen globally you know in other countries where things have become very restricted or potentially were never allowed in the states specifically things have become more scrutinized for the protection of your data as a consumer and to make sure that those who are using the data as advertisers or brands are using it in a compliant wayMayer Despite all of the security concerns all the privacy concerns late last month Google announced maybe weamp8217re not going to phase them out entirely Why39d that changeDobson So the deprecation of cookies years ago 2020 you know there was a lot of different platforms Google being one that had to really assess how are we using this data moving forward how are we going to restrict things And the deprecation of that as you mentioned has been pulled back and theyamp8217re no longer saying well weamp8217re not going to deprecate them but weamp8217re not going to necessarily provide them fullySo Google has their Google Privacy Sandbox initiatives and part of that now theyamp8217re going to roll out where theyamp8217re giving the user more options of actually opting in or opting out of what you want to share So you as a consumer can say I want to share these three things but these other five things I donamp8217t potentially Now the breakout of that is to be determined still and how itamp8217s actually going to workThe five examples is just an example but youamp8217ll be able to control those variables of what you want to share within your behaviors that are really your cookies that are being passed along as dataMayer If users have the ability to decide what theyamp8217re going to share if theyamp8217re going to share at all presumably that means less information for advertisers How can they work around thatDobson The nice part that this has taken so long is that itamp8217s given brands and agencies the ability to build things out over time So for the last several years many brands and agencies and those who need the data have been collecting firstparty data to make sure that theyamp8217re maximizing that finding relationships with thirdparty data providers that make sense for their businessWhere you may be a CPG brand but you donamp8217t necessarily get firstparty data but you get consumer you know credit card information and purchase behavior to be able to actually utilize that to your benefit With those things in mind brands have been able to prepare in that way as well as to look at performance whenever itamp8217s more performance driven of what is actually being impacted when you cut back on that data useSo when Meta rolled out their compliance and a lot of their data that was being restricted you were able to then see what was the drop off before to what it is now If it was a 20 delta or if it was more or lessMayer The advertisers arenamp8217t advertising just because they want to advertise and they think itamp8217s fun They want sales and sales become more challenging if the trust isnamp8217t fully there between the brand and the consumer With all of this focus on privacy concerns and sort of the Big Brother watching of it all what can advertisers do to restore that connection and that trustDobson I think that knowledge and compliance is huge right So making sure that as a brand youamp8217re actually being compliant and meeting those expectations and sharing with the consumer what you are sharing or are utilizing as their data and sharing and passing that through How are you utilizing the data about me as a consumer to reach me with the right relevant messages that would be fair if I want to get relevant messages And then making sure that theyamp8217re also sharing the ability of how they can optin and optoutItamp8217s not only on Google necessarily but also for brands to be able to give a selection process similar to what Google is laying out of how often do you want communications What do you want communications on Do you want to see things regularly monthly whatever that may be So I think itamp8217s really building that relationship and the ability of making sure that the consumer understands where they have control and it helps build the trust over timeMayer Now this is even for the digital space which is always changing This is a very quickly rapidly changing area has the potential to be very confusing So thank you for coming on today and helping to sort of cut through everything and make sense of it I really appreciate itDobson Thank youMayer And if youamp8217d like to learn more about Michaelamp8217s POV on this topic you can click the link that accompanies this video Michael thanks again for being here on About That and thank you Weamp8217ll see you next timeView our previous episode of About ThatPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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"About That" with Carl Mayer: Google & Third-Party Advertising Cookies (Episode 3)

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