po polsku
Bing AI illustrationA Sudden Shift: Google’s Decision to Retain Cookies
The surprise came in July 2024 when Anthony Chavez, Vice President of Privacy Sandbox, announced that Google would allow users to decide for themselves about blocking cookies. According to the "State of Digital Identity Report 2024", published by analysts from ID5, 63% of respondents believe the decision resulted from poor Privacy Sandbox testing, while 60% cite ongoing investigations by the UK’s CMA.
- Google removed cookies for 34.5 million users, which is 1% of Chrome’s global user base.
- 76% of respondents have already implemented cookie-free solutions.
- 75% of respondents believe Google’s decision will not affect their shift to cookie-free alternatives.
| Factor | Percentage of Respondents |
|---|---|
| Poor Privacy Sandbox Test Results | 63% |
| CMA Investigation | 60% |
Alternatives to Cookies: What Solutions is the Industry Choosing?
The report emphasizes that the removal of cookies could significantly impact publishers’ revenue. Criteo’s study forecasts that revenue could fall by 60% if Privacy Sandbox became the sole alternative. This is due in part to Privacy Sandbox causing ad delays of over 100%, negatively affecting user engagement.
According to the ID5 report, 85% of respondents already use universal identifiers to handle cookie-free traffic. These solutions, along with Deal IDs and first-party IDs, enable personalized and legally compliant ad campaigns, which is crucial in today’s evolving technology landscape.
Most Popular Alternatives:
- Universal Identifiers: 85%
- PMPs/Deal IDs with First-Party Data: 56%
- Data Clean Rooms: 51%
Challenges in Other Channels: CTV, Mobile, Audio, and Gaming
Although much of the discussion has focused on cookies in browsers, the ID5 report shows that the user identification challenge goes beyond this space. The biggest challenge remains in Connected TV (CTV), where 79% of respondents believe users lack sufficient control over their data.
| Channel | Percentage of Respondents Citing Need for Better Addressability |
|---|---|
| Connected TV (CTV) | 54% |
| Mobile/In-App | 26% |
| Digital Audio | 9% |
Main Obstacles in CTV and Mobile Channels:
- Measurement Challenges: Difficulty in accurately measuring campaigns.
- Cross-Channel Reconciliation: Challenge in synchronizing data across channels.
- User Consent: Difficulty in obtaining and communicating consent for tracking.
The Cookie-Free Future: Industry Expectations and Concerns
The advertising industry is at a crossroads, seeking solutions that are not only effective but also comply with privacy regulations. Amid uncertainty about when the new system in Chrome will take effect, 80% of respondents expect the option to opt-out of cookies to be introduced in the first half of 2025.
You can download the full report "The State of Digital Identity Report 2024" here:
https://id5.io/resources/state-of-digital-identity-2024/
COMMERCIAL BREAK
New articles in section Marketing and PR
AI marketing versus AI-powered marketing
Karolina Łukasiewicz
How to distinguish a buzzword from artificial intelligence that actually increases business efficiency? Is every marketing strategy using algorithms truly driven by AI? No, because in many cases, AI marketing is merely the automation of specific, previously known processes.
Brand visibility in the age of algorithms
Aleksander Pawzun
A few years ago, everything was simpler. It was enough to have a good website, do SEO, run a blog, and publish on social media. Whoever was systematic was visible. Whoever invested in content and positioning gained customers. That world no longer exists.
Queue psychology. Scientists' discovery used in Call Centers
Andrzej Sowula
The discovery first described by psychologists in the second half of 2024 concerns the so-called "relative progress effect". When customers observe fast service at the beginning of their wait, they tolerate slower service much better later in the waiting period.
See articles on a similar topic:
Customers Flirting with Service Bots. What Contact Center Research Says
Krzysztof Fiedorek
Research by Infobip shows that nearly 20% of Americans engage in flirtatious conversations with bots while handling standard customer service issues. This trend is particularly evident among people aged 35 to 44, where more than half of respondents admitted to flirting with a virtual assistant.
Internet Subscriptions: Market Value, Development Trends, and... Risks
KrzysztoF
According to McKinsey & Company, the number of subscription users globally has increased by over 17% in the past year. A report from UBS Group AG indicates that the total value of the global subscription market will reach as much as $1.5 trillion by 2025. This is twice as much as in 2020!
Predictive Analytics in Ads. Customer Doesn’t Know Yet, But Ad Does
Krzysztof Fiedorek
Artificial intelligence is changing the rules of marketing. Predicting customer behaviors through advanced AI algorithms and making data-driven decisions is already the present. The report "The State of AI," published by McKinsey, shows the impact this will have on the advertising and marketing industry.
Why Influencer Marketing Works? Newspoint Report
BARD
For over 70% of consumers, content created by influencers is the primary source of product information. It’s the fastest-growing method for companies to acquire new customers. In three years, the global influencer marketing industry could be worth as much as $10 billion, according to the "Analytics and Influencer Monitoring" report by Newspoint.
