2022 will rediscover the world of digital marketing, what does that mean?

2022 will rediscover the world of digital marketing, what does that mean?
2022 will rediscover the world of digital marketing, what does that mean?

Information collected by cookies, such as Intelligent Tracking Prevention (ITP) in Safari, removes third-party cookies in Chrome by 2022 and makes iOS14 the most secure operating system ever. Look at the entire digital advertising industry.

2022 is the year Google Chrome removes third-party cookies worldwide, which Safari and Firefox have already done. 

What are third party cookies? 

In addition to the personalization of advertising, they allow users to learn about their behavior or their interests on the Web. Usually, we get a user profile for them.

Why should this be the case for all of us who work in digital marketing? This is the most common question I ask users when discussing cookies. The problem is that, being a subject with such a technical background, it becomes difficult to understand the scope of our subjects. In the first place, I answer, "Everything we neutralize advertising depends on cookies, which suggests that what we all know will never happen again."

If I go now and tell you the commonly used strategy to improve website indexes, will the popular "remarketing" (personal ads of users who have visited a web page in the past) no longer exist or, as far as we know, no longer exist? With this, it is enough material to confuse the heads of e-commerce and all of us who give advice on this matter.

Well, there is a saying or clich that we should be data driven. We really put this into practice. The question is, what data should I use if it no longer has the data to help me decide what message I want to show my audience? Since the rule of source data comes first, own data. This year, if the big brands do not adopt a data collection strategy, they will increase the infrastructure, they will not conduct advertising testing based on cookies, they will not explore measurement options to achieve the true results of those efforts. Marketing, for all intents and purposes, reduces the competitive advantage and, worse, they lose the image of the ultimate customer.

The good news is that Google, based on its greatness on advertising revenue, has prepared for this new example and announced some solutions in this regard, known as the privacy sandbox. I’ll be fair, it’s not just about Google, it’s the result of collaboration between different specialized regions of the digital world. Assume that this scenario is very different and complex, the contestants in this case sat together for solutions, and I will tell you a little about the two options announced among others.

FLoC (Federated Cohort Learning) is a clustering algorithm that allows users to hide from a group, that is, we do not have user profiles as in third-party cookies, but we can view groups with certain features. Ken. It helps us to understand them and stay relevant. According to previous tests, Google confirms that its effectiveness is 95% higher than previously known ads and is based on cookies. Very promising, but still in testing.

FLEDGE, on the other hand, today aims to offer an alternative option in the form of remarketing. It is a modified and improved product of the former turtle, designed to store information about promotional offers and budgets. Currently, the API will be available later this year and will allow data to be hosted on its trusted servers.

These ways of focusing on the Google Chrome browser are the options offered by the advertising giant. However, there are other ways, such as cookie authentication. That is, they convert the user into an ID and allow them to manage fluid and related experiences while maintaining confidentiality.

Well, the invitation is that they design tests, challenge their suppliers, put the problem on the table, and we all learn to follow these new ways together.

The one who takes the initiative now will benefit when everything starts again next year under a new example.

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