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Some advertisers will soon get to see how well Google\u2019s cookie alternatives work.<\/p>\n
GroupM will collaborate with Google to help clients navigate the tech giant\u2019s Privacy Sandbox initiative, the agency announced Wednesday. The aim of the partnership, which the companies dubbed a \u201cpost-cookie readiness program,\u201d is to help clients test Google\u2019s Privacy Sandbox APIs, which are designed to eventually replace the third-party cookies that Chrome, the world\u2019s most popular browser, currently uses.<\/p>\n
Richard Mooney, global chief data and technology officer at GroupM\u2019s Essence Mediacom agency, described the initiative as a \u201clearning program\u201d for a select number of agency clients. Mooney will oversee the partnership for the agency.<\/p>\n
Clients will be able to share the test results anonymously to help troubleshoot the tech, and Google representatives will give GroupM\u2019s clients \u201cdirect feedback\u201d and resources as the tests continue, Mooney said during a press call.<\/p>\n
\u201cThis is looking to test all adtech, across a big swath of adtech providers,\u201d Mooney said. \u201cThis is not specific to the Google environment. We\u2019re looking to be able to test the deployment of the Privacy Sandbox APIs across a multitude of SSPs, DSPs, and publishers.\u201d<\/p>\n
For now, GroupM will be the \u201conly holding company they will be providing this to for a period of time,\u201d agency spokesperson Jared Baiman said in an emailed brief. It\u2019s not an exclusive partnership, but a \u201cfirst-to-market\u201d one, he added.<\/p>\n
Gentle refresher:<\/strong> Third-party tracking cookies, the code most advertisers use to target and measure digital ads, are supposed to get the axe by the end of next year, but some recent reports have suggested the cutoff could be pushed again, to 2025. (During a Q3 earnings call, chief business officer Philipp Schindler said Google was still on track to meet the 2024 deadline, fwiw).<\/p>\nTo replace cookies, Google has already rolled out a few different tools, including Topics, Protected Audience (formerly known as Fledge), and Attribution Reporting, all of which Google says will help advertisers continue to reach the audiences they want, where they want.<\/p>\n
Google said it will begin removing cookies early next year from 1% of the internet\u2019s traffic to begin testing within the Privacy Sandbox, and adtech companies have started building their own tools to make sure the internet\u2019s pipes are actually connected.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. Some advertisers will soon get to see how well Google\u2019s cookie alternatives work. GroupM will collaborate with Google to help […]<\/p>\n","protected":false},"author":1,"featured_media":20759,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20758","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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