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Google’s third-party cookie delay: Adtech reacts

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Infutor suite of identity resolution services integrated into Snowflake Media Data Cloud

Yesterday we reported that Google had again pushed back the target date for deprecating third-party cookies on Chrome. They will now start phasing them out in late 2024. The reason given was feedback from Google Privacy Sandbox participants that they needed more time to evaluate proposed alternatives to cookie tracking.

Reaction was quick to come, especially from the identity resolution and data platforms in the adtech and martech spaces.

Billions of dollars at risk. “As much as this announcement is a blessing for advertisers and partners looking to cement a strategy for tracking and measurement beyond the cookie, it also creates ambiguity around when this preparedness needs to be finalized,” said Matt Engstrom, VP marketing at adtech platform Digital Remedy. “Companies placing development resources into initiatives such as independent web IDs, may now face an additional setback as those alternatives aren’t required in the short term as Google continues to push out the deadline.”

Engstrom also echoed our opinion that Google’s advertising business is dictating this ultra-cautious approach. “This moving target could be the result of Google’s own concerns around having a viable sandbox alternative ready to deploy upon a finalization of cookie deprecation,” he said. “As the world’s largest advertising partner they have billions of dollars at risk.”


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Forget identities. Kelly Anderson, SVP and head of data privacy and compliance at adtech company Emodo is calling for a scorched earth approach when it comes to identity-based targeting. “The continuous delay by Google to deprecate third-party cookies proves that the industry should take a step back from focusing solely on identity solutions and think creatively about ID-less solutions,” she said. “There is an opportunity for businesses building and supporting alternative ID-less targeting solutions, like those using artificial intelligence and dynamic creative, to leverage this extra time to understand what’s really working and perfect their solutions.”

Iván Markman, Chief Business Officer at Yahoo, also highlighted ID-less strategies. “The future of identity lies in the ability to leverage direct, consumer-consented sources and to be smarter about signals that are not attached to a consumer’s identity.”

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Accent on the positive. Some commentators saw opportunity here. “Encouragingly, we know that 30% of ad budgets are already allocated to cookieless ads and that the industry is testing privacy-first alternatives, such as first-party data solutions and contextual targeting,” said Sergeii Denysenko, CEO of programmatic platform MGID. “For now, the open web is at a huge competitive advantage; the postponement of the cookie’s demise gives platforms outside the walled gardens a chance to strengthen alternative targeting methods in order to thrive in the privacy-first world.”

Read next: MGID’s Ukrainian operations continue despite the bombs

Similar sentiments were expressed by Adib Karbouj, head of ad operations at BCNMonetize, a mobile ad platform specializing in inventory outside of Facebook and Google. “Google extending the phase-out of cookies gives some breathing room for those who haven’t yet adapted, but at this point the industry overall feels well-prepared. It will, however, be exciting to see what further innovations will emerge in cookieless tracking, targeting, measurement and audience segmentation over the next two years.”

Why we care. Everyone will be talking about this for the next week or so. Then they’ll get back to developing their preferred alternatives to cookies; and then Google will push back the deadline again — or it won’t.

Or Congress might actually pass bipartisan federal privacy legislation which will set constraints on data collection and use, and will effectively tell the Privacy Sandbox what it can and can’t do.


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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