In the ever-evolving digital world, staying ahead means adapting to change. 2024 is bringing pivotal shifts in data privacy regulations that will transform digital marketing, particularly in audience targeting and campaign tracking. At All Around, we’re here to guide you through these changes, ensuring your marketing strategies remain both effective and compliant.
Understanding the Changes and Impact on Online Advertising
Two significant developments are on the horizon in 2024:
- Phasing Out of Third-Party Cookies on Google Chrome: A significant shift in data collection for advertising and tracking is coming, moving away from third-party cookies.
- Digital Markets Act (DMA) Implementation: Major platforms, or “gatekeepers” like Google or Meta, will need explicit consent to collect and use personal data from users in the European Economic Area (EEA).
The landscape of online advertising is set to change
- Targeting Adjustments: The granularity of targeting will decrease, potentially leading to higher cost-per-click (CPC) and lower click-through rates (CTR).
- Transparent User Consent Management: Managing user consent transparently is crucial and can be efficiently handled through Consent Management Platforms (CMPs).
- Emphasis on First-Party Data: As third-party cookies phase out, the focus shifts to first-party databases and context-based advertising. Effectively using CRM data can enhance customer experience without relying on third-party data.
Google’s New Mandates
Google has outlined new requirements to align with these changes:
- Cookie Consent Management: Advertisers with users in the EEA using Google Ads will need a functioning cookie banner. We recommend partnering with Google-certified CMPs like Cookiebot, Usercentrics, iubenda, or Complianz.
- Consent Mode v2: This feature allows advertisers to continue capturing conversion data while complying with privacy regulations for users in the EEA. It introduces two new parameters for better data control and offers basic and advanced implementation options.
- Enhanced Conversions: Capturing first-party data during website interactions can significantly improve conversion tracking and targeting.
- Server-Side Tagging: This provides more control over data flow and reduces reliance on client-side mechanisms, essential for tracking once third-party cookies are phased out.
Action Plan
Consider the following steps to stay ahead:
- Consult Your Legal Team: Understand the legal implications of these changes.
- Check Cookie Consent Compliance: Ensure your cookie banner meets Google’s standards before March 2024.
- Activate Consent Mode v2: Implement necessary adjustments before March 2024.
- Enhanced Conversion Tracking: Leverage first-party data for better tracking and targeting.
- Boost First-Party Data Collection and Usage: Develop strategies to collect more first-party data and enhance its usage for marketing and targeting purposes.
- Prepare for Server-Side Tagging: Set up server-side tagging in preparation for the phasing out of third-party cookies.
Conclusion
The deadline for compliance on some of these changes is March 6, 2024. Acting now is crucial to ensure your digital marketing operations remain uninterrupted.
Feel free to reach out for support on data privacy compliance through our contact form.
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Managing Director
Andreas is Managing Director at All Around. He worked for years in leading roles and international projects at WPP and Publicis Group agencies. He now leads a multi-disciplinary team of marketing consultants from different disciplines, backgrounds and countries who have joined forces to deliver international digital strategies and measurable results for our clients.
