The impact is already being felt, and with the addition of Google’s Privacy Sandbox rollout (though the details of how and when and what it will entail have not yet been released), could have significant impact on pretty much the entire digital advertising spectrum from media strategy, optimization on strategies, user reach, frequency metrics, audience modeling and targeting (ala programmatic), post-site tracking (can’t be tied back to Safari), and view-through conversions all the way to more advanced analytics and measurements.
Ultimately, ITP limits advertisers’ ability to measure and execute digital ad campaigns, and KPIs that have been developed around these various measures will need to evolve too. As Jennifer mentions, “performance could appear much more volatile”. Questions like “why is my online ad campaign not working on Safari” have become harder to answer. And in many instances, might not even be the right question– because after all, its contribution is not measurable. As Brendan notes, “there are many instances of large chunks of data not being accounted for” thus having a real impact on the outcome and one’s ability to tie to specific offline actions or generally understand the ROI of an online campaign, much less the ability to segment deeper into Android versus Apple reach and relevance.
Is there a silver lining? Well, as Jennifer stated in the webinar, these changes should ultimately be a good thing for the health industry, leading to more robust metrics. Brendan followed by pointing to some changes that Healthline has already implemented, such as relying more on survey-based data and “old school” data collection techniques. Expect the contextually targeted campaigns of ten years ago to make a comeback, and advertisers to continue seeking workarounds.
Bottomline, while there is still a lot we don’t know about where these new data privacy measures will lead, one thing we do know is that ITP is only headed in one direction, at least in the short term and that is towards increased consumer control, greater transparency and more restrictions on cookies. This will lead to new opportunities, some of which were addressed during the Q&A at the end of the webinar. The full webinar presentation is available on demand now.
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