SOCIAL
Google Shares Results From its Latest Post-Cookie Tracking Experiments

As Google gradually moves towards phasing out data tracking cookies, it’s also looking to develop new, more privacy-friendly solutions that will enable advertisers to keep running effective online ad campaigns, despite the reduction in direct response data.
Google’s main initiative on this front is its ‘Privacy Sandbox’ suite of tools, which it’s developing to track different aspects of user behavior, without using specific identifiers. And recently, Google ran an experiment to see how its latest Sandbox-based ‘Interest’ tracking tools (IBA) match up to cookie tracking, in relation to response insights.
And the results are at least somewhat promising.
First off, Google makes a specific note that the experiment is not an apples-to-apples comparison, and that it’s used several new tracking elements matched up against traditional cookie tracking to come close to the data insights currently available.
“These signals included contextual information, the Topics API from the Privacy Sandbox and first-party identifiers such as Publisher Provided IDs. Our research did not compare the performance of third-party cookies to the Topics API alone, but rather a broader suite of signals available in a privacy-first world.”
So, it’s going to be more effort, based on this research at least, to get comparative tracking with this new system.
If it is, indeed, comparative.
So what were the results?
“The experiment showed that when using interest-based audience (IBA) solutions with privacy-preserving signals on the display network, Google Display Ads advertiser spending on IBA – as a proxy for scale reached – decreased by 2-7% compared to third-party-cookie-based results. For conversions per dollar, as a proxy for return on investment, the decrease was 1-3%. Finally, we also observed that click-through rates remained within 90% of the status quo. And we observed similar performance for Display & Video 360.”
So kind of similar – though a 10% potential variance is significant. It’s also a contained experiment, using a range of data signals for comparison, so again, it’s not a precise or direct comparison at this stage.
But it likely provides some hope for advertisers concerned about the demise of cookie tracking, and what that could mean for their results.
Apple ATT update, another privacy-protection initiative, has had a major impact on many platforms, with ad spend declining due to poorer results. The platforms are working to improve their targeting alternatives to counter this, and those solutions are getting better all the time, but the roll-out of ATT has many marketers spooked, as Google contemplates this next big shift.
The positive is that Google’s working to build alternative solutions that’ll enable advertisers to generate good results, as opposed to just dumping the change on them, and experiments like these underline the potential, at least, in this respect.
Google further notes that campaigns utilizing AI-powered optimization, which is still in line with enhanced privacy, have also been driving better performance.
“For example, campaigns using optimized targeting or Maximize conversions bid strategies were less impacted by the removal of third-party cookies, indicating that machine learning can play a significant role in driving results.”
That’s similar to Meta’s Advantage+ automated ad tools, which are also now generating good results, and as AI systems improve, this will increasingly become a more viable pathway.
And maybe, eventually, that avenue will be trusted enough to replace cookie tracking outright, without losing performance.
There’s a way to go – Google’s not phasing out cookies till at least next year – but these experiments provide some hope for the post-cookie world.
SOCIAL
Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

Looking for creative inspiration for your 2024 strategic planning?
This will help. Today, Adobe has published its annual Creative Trends Report, which incorporates insights from Adobe’s 30 million+ Creative Cloud users, in order to determine rising visual styles of interest, which look set to resonate with audiences in the new year.
Based on its research, the Adobe team has established four creative trends that are worthy of note:
- Calming Rhythms – Fluid and flowing forms that soothe the senses and support emotional balance
- Wonder and Joy – Visuals that inspire a sense of awe, joy, and enchantment
- Dynamic Dimensions – Where all dimensions and types of content seamlessly merge
- The New Nostalgia – Contemporary interpretations of vintage styles
Adobe’s 22-page report, which you can download here (with email sign-up), provides more insight into each of these trends, along with various examples, and data that explains why they’re set to gain more momentum.
There are handy notes and insights for each, which help to illustrate how to use them in your process.

Interestingly, a lot of the images used by Adobe in the report look like they’ve been created by generative AI. I don’t know that they have, but it is worth noting the composition in this regard, as another potential means to tap into these trends.

The report provides some interesting perspective on rising visual trends, which could help in your planning. Maybe one of these resonates especially well with your branding, or aligns with what your target audience has been sharing.
Either way, some additional, data-backed considerations, which could be helpful in your process.
You can download Adobe’s “2024 Creative Trends Report” here.
SOCIAL
Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …
Source link
SOCIAL
Threads Looks Set to be Made Available to European Users Next Week

Good news with EU social media fans, with Threads looking set for a December 14th launch in the region, just in time to capitalize on holiday engagement.
As reported by The Verge, EU Instagram users can now access a countdown timer at www.threads.net, which seemingly indicates the exact time for the upcoming EU launch. Meta hasn’t made any official announcement, but the countdown clock is only visible to European users, while EU users can also search ‘ticket’ in the Instagram app to find a digital invitation to Threads.
Which replicates the original Threads launch back in July, which included similar Easter eggs and indicators pointing to the launch date (like the above).
The EU launch of Threads has been delayed by evolving EU data privacy regulations, which, due to the timing of the implementation of these new rules, has put additional development burden on the Threads team to ensure compliance with the new parameters. Amid the initial Threads launch, Instagram (and Threads) chief Adam Mosseri said that it could take “many months” for Threads to reach EU users due to these additional complications.
But we have since seen indicators that Threads is coming.
Last month, The Wall Street Journal reported that Meta had an established plan to launch Threads to EU users in December, while app researchers have found various references to an upcoming “Threads EU Launch” in the app’s code.

Given the various strands of evidence, it does indeed seem likely that European users will get access to the app next week. And again, with social media usage increasing during the holiday break, that would also provide the best opportunity for Meta to capitalize on its opportunities.
Which are seemingly on the rise. As more people turn away from Elon Musk’s X project, largely due to Musk’s own divisive commentary, they’re seeking a real-time social alternative, and for many Threads is already filling that void.
That’s especially true for journalists, a common target of Musk’s attacks, who are now establishing new networks within the Threads ecosphere. And while live sports engagement remains high on X, Threads is also making a push to win over more sports communities, even placing ads courtside during the new NBA in-season tournament showcase in Las Vegas.

That’s seemingly prompting more sports fans to post in the app, which will expand again with the arrival of potentially millions more users in the EU region.
So how many more users can Threads expect to gain as a result of its European expansion?
Based on Meta’s EU disclosure data on active users, Instagram currently serves some 259 million monthly active users in Europe.
Instagram’s total, official user count is 1 billion MAU, while Threads now has over 100 million monthly users. So presumably, around a tenth of active IG users are also signing up to the app, which would mean that, at a rough estimate, we’re set to see around 25.9 million new Threads users incoming, if/when Threads is launched in the EU region.
Which is probably not as many as you might expect, but this is based on rough estimates, as Instagram reportedly has more than a billion actives now, and we don’t know the exact, current user counts of either app.
But either way, it will expand the conversation in the app, and enable more people to take part, which has its own expanded benefits. And with around 60 million X users also in the region, that could see a number of them looking to make the switch.
Which is the real aim here. Meta has created Threads as the X alternative, aiming to scoop up former Twitter cast-offs who are unhappy with Elon’s changes at the app. In order to do that, Threads needs to be available in all regions where X users may be looking to jump ship, so its EU expansion is another critical step in this respect.
It’ll be interesting to see what Threads user numbers rise to over the holiday period, and whether it can indeed become a genuine rival for X in total active engagement.
We’ll keep you updated on any official announcement on the Threads EU launch.
-
WORDPRESS3 days ago
8 Best Zapier Alternatives to Automate Your Website
-
MARKETING6 days ago
How Does Success of Your Business Depend on Choosing Type of Native Advertising?
-
MARKETING5 days ago
Intro to Amazon Non-endemic Advertising: Benefits & Examples
-
SOCIAL6 days ago
Paris mayor to stop using ‘global sewer’ X
-
WORDPRESS4 days ago
Watch Live on December 11 – WordPress.com News
-
SOCIAL3 days ago
YouTube Highlights its Top Trends, Topics and Creators of 2023
-
SEO6 days ago
The 17 Best Ad Networks For Content Creators In 2024
-
PPC4 days ago
12 Holiday Emails for Customers (Templates & Examples!)