In July, Google delayed the death of third-party cookies … again. This delay gave marketers a false sense of security, despite other browsers blocking third-party cookies, Apple letting users opt out of IDFAs, and privacy bills mandating the use of cookie consent banners. Often, marketers focus on data deprecation’s impacts on paid social and programmatic — the channels most hamstrung by operating system restrictions — but they need to prepare for data deprecation’s impact on paid search, too.
Apples’s App Tracking Transparency (ATT) has caused the volume of installs from universal app campaigns to fluctuate, and it has slightly degraded targeting and measurement on search properties that have significant app-based audiences, such as YouTube. Nonetheless, Google’s deprecation of third-party cookies will significantly impact paid search. It will hamstring remarketing lists for search ads (RLSA) because marketers will lose data on consumers’ behaviors across non-Google properties. This will heighten the walls of Google’s walled garden. In addition, data deprecation will cause a measurement gap by weakening the signals that Google uses to tie ad exposures to conversion events. Google’s enhanced and modeled conversions will need to fill this gap. To safeguard your paid search efforts:
- Prioritize zero- and first-party data. We can’t overemphasize the importance of collecting and activating data that consumers proactively and intentionally share. To garner this data, invest in...
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