Special Offer: FREE Google Mobile-First Indexing Readiness Test

Google PageSpeed

In March 2021 Google began removing all desktop-only sites from its index.

Is your website 100% ready for Mobile-First Indexing? Find Out!

Your report will compare your mobile and desktop pages and show you any discrepancies between SEO signals, content and structured-data markup, and test your site's mobile-friendliness.

Click to get your free test

How Google might want us to customize marketing and measurement in a world without cookies



By
15 January 2020 (Edited 15 January 2020)

Let's hope Google will soon offer a "SMB" version of an API to replace the cookie functionality


At its annual I/O Developer Conference in May 2019, Google announced the beginning of its crackdown on third-party cookies to enhance Internet users' privacy - and not coincidentally give itself a new competitive advantage.

In a new post at ThinkwithGoogle.com Google offers a story from Discover Financial Services SVP Andrew Hopkins about how his company is customizing marketing and measurement without the use of cookies.

How Discover Financial Services went about this:

  • Consolidated all first-party data on current and potential customers into a cross-channel "central data management platform" (DMP).
  • Worked with Google and other partners to set up APIs that deliver real-time data back to their marketing platforms for continuous campaign optimization.
  • "Extended timeframes and brought in additional data" to remove "recency bias" (i.e. favoring channels that produced fast conversions).
  • Got agreement company-wide on sitewide tagging and data-collection practices. (Apparently this was not easy.)

I don't know what level of investment would be required for a company to set up APIs with "Google and other partners" but I have to think it must be prohibitive for a non-enterprise-level company.

If Google is going to block our cookies, let's hope they will soon offer a "SMB" version of an API to replace the cookie functionality - so we can track prospects down our marketing funnels, learn their preferences and make them relevant offers - while preserving privacy of their personal data.


If you found this article helpful and would like to see more like it, please share it via the Share This Article link, below.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.


David Boggs    - David
David@DavidHBoggs.com
View David Boggs's profile on LinkedIn

Google Certifications - David H Boggs
View my profile on Quora
Share This Article

   
Website
Visit Website
Rating
4/5 based on 1 vote.
Show Individual Votes
Tags , , , , , ,
Related Listings
External Article: https://www.thinkwithgoogle.com/marketing-resources/data-measurement/real-time-data-management/



Sorry, you don't have permission . Log in, or register if you haven't yet.

Please login or register.

Members currently reading this thread:

Previous Article | Next Article