Google Marketing Livestream 2021 featured marketing innovations in lead generation, audience insights, search image ads, customer data privacy and in-app content on YouTube and digital video.
“Overall, a lot of these changes are in line with Google’s shift toward improved on-page experiences,” said Salman Aslam, head of marketing at MuchNeeded. “I’m most interested in how the Google Analytics and reporting updates will play out. The extended modeling should, as they say, act as a sort of replacement for cookies. Marketers can take advantage of more behavioral and customer journey insights. It’s important to have that gap filled.”
Google continued to push life after third-party cookies at the one-day Google Marketing Livestream event May 27. Google’s alternative is the open-source Privacy Sandbox that intends to make cookie-tracking obsolete. It’s built on anonymized group-targeting principles vs. individuals. Google calls these groups “Federated Learning of Cohorts,” or FLoC, where brands won’t be able to determine who they are targeting specifically, but will still get to curate relevant advertisements based on the interests of each FLoC. It’s currently rolled out for a couple of months now in a developer origin trial in Chrome.
“Now is the time for our industry to rethink our practices and take bold action to regain people’s trust. That’s a key reason why we announced earlier this…