How to a potential customer’s activity across websites and apps following Google’s phasing out of third-party cookies is one of the major future marketing problems identified by industry experts.
Although there will be a Google privacy replacement – one which the UK competition watchdog is required to sign off – European publishers have accused the tech giant of holding them in an “adtech stranglehold”.
Meanwhile, in Germany, publishers, advertisers and media groups have called on the EU to block Google’s plans.
A third-party cookieless future means it becomes more difficult for companies to personalise content and serve relevant ads.
And according to marketers and business leaders, this is not the only misstep Google is making.
An own Google?
Vertical Leap is a Google Premier Partner, and head of SEO, David Colegate, is stringent in his criticism.
“One of the biggest pain points when running a marketing campaign – in this case we’re referring to an SEO campaign – is that Google is constantly moving the goalposts.
“As we know, there are hundreds of mini updates to its algorithm each year but in 2021 there were three major updates that completely rocked the industry. One even took place in November right before the main holiday season including Black Friday and Cyber Monday.
“With every major update there are winners and losers, and if...
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