The Topics API is still under development Special Database and the tests should of course show how good this new proposal from Google is. You often hear that the new Topics is only a small improvement over the privacy-failing Floc. In addition, there are major concerns regarding European anti-competitive law . Because if advertisers can no Special Database longer use this data, but Google itself can, there will of course be an unequal position of power. We cannot rely on the beautiful letters of Google. The future of advertising As we explained in Special Database our previous article: the end of third-party cookies is in sight. Privacy legislation is being tightened, but also more enforced.
Advertisers need to think about Special Database consumer first strategies. For example, Google introduced “Improved Conversions” a while ago . Personal conversion data is encrypted and sent to Google to ensure privacy. If the user is signed in to a Google account (such as YouTube), the persona is attributed to the Special Database respective conversion action. But we may have some extra time: there is a strong backlash against tracking and pressure on privacy tracking solutions. Government lawsuits give us marketers some precious time that Special Database we can use to find an alternative that works.
Winter is coming You know the saying Special Database from Game of Thrones: 'Winter is coming….'? In the series, winter is synonymous with a dangerously difficult time full of menace, where constant vigilance is literally vital. That's how publishers look at the developments. The European Publishers Council (EPC) expects publishers to be able Special Database to expect 70% less revenue if Google removes third-party cookies from its Chrome browser. Opportunistic publishers see opportunities. Think of passing on higher rates (markups) for access to Special Database their first-party data. Podemos, Deezer, Tidal, JUKE, Napster… Music streaming services are popping up like mushrooms.