Google Chrome's cookies phase out what
you need to know sites will no longer
have access to third-party cookies for
1% of chrome users January 4th okay okay
full deprecation by the end of the year
still depends on UK's competition and
markets Authority I have a lot of
opinions about this but let's let him
cook let's let Tim Cook and then we'll
come back okay one of the most critical
topics of 2024 how Google Chrome plans
to rewrite digital advertising in the
browser with privacy sandbox proposal
and how companies adopt the Technologies
or don't is finally ramping up on
January 4th Google is releasing a new
browser feature called tracking
protection which when activated will cut
off s's access to thirdparty cookies
tracking protection will be activated
for 1% of randomly selected groups of
chrome users globally marking the year's
first notable step towards third-party
cookie deprecation ah look at that isn't
that crazy Google's looking out for
people look at that this is Fant I'm so
happy that Google's concern Ed about me
being tracked by third party cookies I
mean I'm so happy that Google would most
certainly never use this to their
advantage by being the only people that
can track you across sites and thus
using your data to be able to sell more
targeted advertisement while stripping
out the competition completely and
making it into a monopoly I certain
would I certainly wouldn't think that
would ever happen it's not like Google
ever doesn't be evil Google I
swear the level of awful Google is is
outstanding I'm not saying I like third
party cookies okay I'm sick of being
tracked I am sick of being tracked and
all that yes like I don't care that
Twitter monetizes my usage of their site
I use a free site in which I give it
data and it should be able to sell me
ads fine not upset but this Google thing
those who are part of the test will see
an option to browse with more
privacy
yet ads still work on Google crazy when
they open Chrome on desktop or Android
the roll out beyond the 1% will happen
gradually in the second half of the year
if a site in a test can't function
Chrome will surface the option to
disable tracking protection and revert
to using thirdparty cookies naturally
there are a lot of unknowns especially
since full deprecation by the end of the
year will depend on these tests and
whether the UK's competition and markets
Authority agrees here's what we know a
sense of urgency hampered by lack of
resource okay while the adoption has
been very slow on the buy side there has
been a step change in urgency Paul
bannister in Chief strategy officer at
publish management platform rapv which
has been running the protection audience
API renamed from fledge in April in add
auction since September when Google made
privacy sandbox application programming
interfaces publicly available he said
that since the beginning of December
more marketers have been Keen to start
testing over the next three months but
there's a gulf between the desire to
test and the resources available to
invest in new product development in
order to execute a full shift to privacy
preserving Technologies can someone
explain whatever I just read better I
don't see how this is anything but
Google locking down competition
absolutely let's break it down Paul
Bannister and Company Paul Bannister is
Chief strategy officer at a company
named rapes rapv is a publisher
management platform which uh means it is
do okay yo yo dog I like I don't need
that much explanation can can we calm
down could you be more tur I ain't got
time to read all of that Paul Bannister
from rapb is using Google's new privacy
sandbox API for add auction set
September more marketers are interested
in testing these privacy Focus tools
however there's a challenge they want to
test but developing new products for
this requires more resources than
currently available I literally still
don't know what that means and I don't
think Google does either there are those
who's still in denial and
unfortunately I don't think 2024 is
going to be an easy year for them said
an mil milisic co-founder of consultant
Sparrow advisers why do all these
companies sound like there's some sort
of weird Shadow form of just Google Jack
Sparrow it's not Jack Sparrow what are
all these advisor companies they're just
different names for Mafia it's Captain
Jack Sparrow data launderers it sounds
like data launders I'm just curious what
is the point of all this as Tech
adoption before it it's a chicken and
egg situation tech companies need demand
before building the tech and the
business imperative to shift buying away
from cookies have been lacking but
Chrome's deadlines finally solidifies
that she added still 1% is still too
minor for many beginning with just 1% of
browsing being impacted there will be
little to no immediate impact on things
like tracking targeting or measuring in
the short term said Paul Bland head of
strategy again head of biddable oh this
is a different Paul sorry wrong Paul
head of biddable at Havis media Network
UK we need more insight around the
effectiveness of the new solution and
the breadth of the adoption across the
adtech landscape before we draw
conclusions my only curious question is
how does does this not give Google
Ultimate Authority rap of has been
scaling up the numbers of protective
audience apis running in auction since
September but the findings are too
narrow for now while targeting is
working the next conversation is getting
data on Effectiveness our agency buyer
who isn't currently testing said they
wouldn't expect to see any impact until
at least 30% of cookies were deprecated
can I just throw something out there
here is the reality Google will never
create something that's going to hurt
them Consulting agencies will never
create something to hurt them
governments will never create something
they understand that's kind of my three
general rules of thumb is companies
don't hurt themselves governments don't
know what they're doing consultancies
are the devil that's kind of like how I
position my thought process and so when
I'm reading all of this and Google's
like we're making privacy better there's
an angle that I'm just I don't quite
understand yet there's something there
government don't know what they're doing
is the only W take in this the
government's like oh we're not even sure
here I'm definitely a bit curious you
know that there's there's strategy to
this you know that somebody is playing
this to make a lot of money and so it
has to be reducing some sort of
competition you preemptively hurt
yourself EG supermarkets asking for ID
for energy drinks before expected
government regulations even though it
didn't exist or charging for plastic
bags well charging for plastic bags has
I mean the crazier one was was when the
governments banned plastic bags and then
it ended up using more plastic like was
funny and then California was like man
we got that wrong and so California
actually went back on the plastic bag
business and now you can get it but you
just have to get charged for it okay
stupid but whatever it worked but then
the better part is that Colorado is now
officially passing the plastic bag thing
like how funny is that is that the
government did something didn't do the
research it turned out it was wrong
California went back on hey plus one for
government for going back and actually
doing some research and doing a good
thing I was personally impressed that
California did did anything at all that
was based on facts or logic
like good job that was a good job I was
very shocked by that but they did it but
then somehow Colorado and everybody else
like hell yeah hold my beer we're doing
this you know it's just like where did
you get where did you get dude the
government sucks okay I don't know what
people are expecting is going to happen
we only use reusable and paper here in
VT haven't seen plastic in years wild I
just complimented California and I'm
from Montana see I'm I'm based okay I
can recognize a good decision when I see
it figuring out how to reinvent the
digital and AD ecosystem in the browser
all at once encompasses a raft of
features like targeting ad frequency and
measurement for now targeting is the
most solid banister estimates that
Google is about 75% there in terms of
what they need to supply to the industry
oh okay so Google will supply to the
industry okay great including better
documentation and improved features
measurement will break said Eric wheeler
CEO at publisher adtech platform 33
across programmatic measurement was
founded on a third-party cookie so we
can expect to see many data errors
Google analytics will be able to track
what occurs in its Walled Garden which
will cause a big Upstream challenges the
agency buyer added that the industry
might need to rethink historical
benchmarks since many marketers use
pixel Solutions across platforms like a
meta as Google increases the 1% of users
who have access to tracking protection
in the second half of 2024 there will be
shifts in auction Dynamics with a
shrinking pool of third- party cookie
inventory available we can also expect
to see Rising cpms oh really crazy see
really for those that don't know what
CPM it stands for cost per mile so cost
per mile here's a here's a good example
on YouTube how I get paid by YouTube is
when I release a video they sell out ads
for say $112 to $18 cost per mile
they'll pay me somewhere between like
a125 to $2 RPM rate per mile mile equals
1,000 views obviously because miles are
1,000 ft per mile and so it was a
natural transition to go from 1,000 feet
per mile to 1,000 views per mile what
the f is a mile a mile is how how far
you can throw a stone in 25 throws 57
throws it's a 57 throw measurement it's
one of the most based measurements out
there the fact that this is what is
going to happen this just means Google
makes more money that's all that means
YouTube okay so there's this there's
this thing that happens for those that
don't know there's this one problem that
exists which is a company like YouTube
has two levers in which they can make
money on more ads more expensive ads now
they're adding a third level lever
obviously which is membership so the
more membership they can sell the more
kind of defined money they'll make so
they have more ads more cost to ads and
so they can't really raise this lever
cuz this lever is based on an auction
system so December it costs a lot that
lever just goes up January that lever
goes way down because people aren't
buying ads so if you can artificially
constrain the supply meaning you make
that lever go up they automatically win
show us the third lever again third
lever is YouTube membership don't forget
that the lever that lowers creators
share in Revenue oh yeah then there's
also the fourth lever which is just
lower the amount you pay creators that
one's a little bit harder because you
have to be somewhat concerned about
competition I mean I'm not saying that
Twitter's great competition for video Mr
B said he wouldn't do it I'm not saying
that Rumble is great competition I've
never even been on Rumble I just know
the name because I get emails about
converting all my videos to rumble like
I don't know a lot about the other
platforms but I do know they exist and
whenever you keep putting pressure on
the creators you'll eventually cause
migrations that lever is really hard to
move so they typically don't move that
lever Tik Tok CPM is awful it's not that
bad it's like all shorts in the industry
the problem with shorts is that a short
is like 30 seconds of view time so you
can't show an ad every short it wouldn't
make any sense so you show like one ad
for every 50 shorts so that's like 150th
you should expect like 150th 12th the
amount of money from a from a short
versus a a long as I like to call it
that's just the way it works cuz you
watch a ton of shorts and then you get
one app so they have to split unless you
get 10x to viewership uh too you get a
lot more viewership on shorts sort of
the problem about shorts is either you
get a lot of viewership or you get none
I don't understand shorts terrible at
them okay anyways I don't really need to
know anything of more about adtech and
all this it just seems like whatever is
going to happen Google wins Consulting
companies win the government will say
they won and the only loser at the end
of the day will be you I hope that
there's less ads second thing I might do
is buy some Google stock if they're
successful they just raised the amount
of money they're going to make by 20 to
30%
this is not Financial advice aen