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Google Shares Results From its Latest Post-Cookie Tracking Experiments

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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.

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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 the findings likely provides some hope for advertisers concerned about the demise of cookie tracking, and what that could mean for their results.

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Apple’s 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.

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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.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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