In 2020, Chrome announced the deprecation of third party cookies; and as the deadline approaches, Google ads platforms have been experimenting with serving interest based ads with privacy-preserving signals (including the Privacy Sandbox’s Topics API) instead of third party cookies.
The results showed that when using IBA solutions with privacy-preserving signals, Google Ads advertising spend on IBA decreased by between 2 and 7% compared to third-party-cookie-based results. For conversions per dollar [proxy for return on investment] the decrease was 1-3%. It also showed that click through rates (CTR) remained within 90% of the status quo.
It’s worth noting that the results were derived from a combination of privacy-preserving signals such as contextual information, the Topics API from the Privacy Sandbox and first-party identifiers such as Publisher Provided IDs.
You can read the blog post here.
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This entry was posted on April 18, 2023 at 9:57 am and is filed under Commentary with tags Google. You can follow any responses to this entry through the RSS 2.0 feed.
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Google Has Published The Results From Google Ads’ Interest-Based Advertising Testing
In 2020, Chrome announced the deprecation of third party cookies; and as the deadline approaches, Google ads platforms have been experimenting with serving interest based ads with privacy-preserving signals (including the Privacy Sandbox’s Topics API) instead of third party cookies.
The results showed that when using IBA solutions with privacy-preserving signals, Google Ads advertising spend on IBA decreased by between 2 and 7% compared to third-party-cookie-based results. For conversions per dollar [proxy for return on investment] the decrease was 1-3%. It also showed that click through rates (CTR) remained within 90% of the status quo.
It’s worth noting that the results were derived from a combination of privacy-preserving signals such as contextual information, the Topics API from the Privacy Sandbox and first-party identifiers such as Publisher Provided IDs.
You can read the blog post here.
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This entry was posted on April 18, 2023 at 9:57 am and is filed under Commentary with tags Google. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.