Augmenting Advertising

In a blog post, a Google leader stated that, once cookies are phased out, “we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.” 

In theory, high shopping cart abandonment rates should reveal to eCommerce retailers that something is not working. However, online shopping carts are a feature that modern customers are utilizing quite differently than originally intended.

In a move that slaps several large DSPs and data management companies in the face, Google is making it clear that on their properties, people can only be targeted in aggregate.

It’s not news to anyone in advertising that user-generated content (UGC) can be harnessed to develop effective ad creative.

The looming end of the third-party cookie has pitched the marketing industry into crisis mode. Advertisers and agencies are well aware that the data they collect and the third-party audiences they rely on will change in the near future.

The pandemic has proved a major catalyst for boosting data capability, but one misconception is still holding back progress: the belief that data maturity follows a linear path.