Google continues to remove data that allows third-party authentication Banner Design on bid quality. Whether for legitimate privacy reasons or not, the recent search terms decision is one in a long list of automation decisions made to deliberately obscure what is going on in targeting. As I've written elsewhere on Smart Shopping, an advertiser or brand can no longer verify that keywords or audiences were acceptable targets because the data is no longer there. At all . The user cannot even check on which channel his money has been spent. There is more… This Banner Design scenario is not science fiction. This is the current trajectory of the Google Ads system and it is the one in which, as I noted regarding Smart Shopping, is already there. Google is a closed system, with revenues higher than many countries, which determines how much they get paid in secret auctions.
But wait, there's more. Let's talk about cookies. Advertising Banner Design Continue reading below We are currently in a curious dilemma with the cookie. On the one hand, I applaud governments' desire to protect user privacy and help defend users' data rights by limiting access to user data. I think a lot of good things are happening as Banner Design these conversations happen. However, as the third-party cookie war occurs, I am concerned about an ill-defined side effect. In the 2020 world of technology, data is the power and sometimes, the currency. Data is worth its weight in gold, and as third-party cookies are removed, the only ad entities left with this massive gold of user data are first-party cookies most commonly placed by platforms Banner Design such as Facebook and Google. . The war on third-party cookies is supposed to limit advertisers' access to user data. Still, it arguably increases the ultimate power of ad platforms. Now we have a scenario where entities like Google not only control all aspects of the auction as I outlined above, but also have increased access to data not available to others.
Advertising Continue reading below In a federal Banner Design courtroom, you have lawmakers looking to limit the power of platforms. In another room, you give them exceptional power by ensuring - through their proprietary cookies - that they are the last ones standing. Wrap I am not against limiting third-party cookies. I'm not anti-Google. I'm not anti-tech. I actually write articles like this for a very opposite purpose to what the concerned Banner Design tone would suggest. I love the paid search industry I'm in and hope to see it and Google (and other platforms!) thrive for years and years to come. I do n't believe that prosperity will happen if the obfuscation and diminished transparency continues. If we think a company the size of Google, with its increasingly black transparency, won't ultimately encourage fraudulent Banner Design activity, then we haven't read enough of the story. I don't know the best way to solve this problem, but I do know that it would be a good start for Google to not limit access to advertiser data and to start treating its advertisers in a more partnership-like way to encourage healthy transparency and long-term growth.
