If you’re connected to the digital world, you probably already know what the Privacy Sandbox is, an initiative by Google that is redefining the rules of online advertising. In this article, we will explore what the Privacy Sandbox is and how this change will influence the way we do online advertising in Portugal in 2024, with a special focus on conversion tracking and audience creation for retargeting.
What is the Privacy Sandbox?
The Privacy Sandbox is a Google proposal aimed at creating a safer and more private environment on the web. With increasing concerns about data privacy, Google plans to eliminate third-party cookies in Chrome by 2024. These cookies have been the foundation of targeted advertising, allowing companies to track users across the internet to display relevant ads.
Impact on Online Advertising
This change will have a significant impact on how companies conduct online advertising campaigns. In Portugal, where digital advertising has been growing exponentially, companies will need to understand what the Privacy Sandbox is and adapt to new ways of reaching their target audiences.
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Conversion Tracking
Currently, conversion tracking, which allows companies to determine if their ads are generating sales or leads, will be one of the most affected areas. Without third-party cookies, tracking user actions after interacting with an ad becomes more challenging.
However, the “Privacy Sandbox” proposes alternatives, such as the Conversion Aggregation API. This tool will enable measuring conversions in an aggregated and anonymous manner, respecting user privacy. Companies will need to understand what the Privacy Sandbox is and become familiar with these new tools to maintain the effectiveness of their campaigns.
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Creating Audiences for Retargeting
Retargeting, a strategy where ads are shown to users who have already interacted with the brand, will also be affected. Without third-party cookies, creating personalized audiences for retargeting will be more complex.
However, the “Privacy Sandbox” offers alternatives such as the Federated Learning of Cohorts (FLoC) API. This technology groups users with similar interests without identifying individual information. Therefore, companies, knowing what the Privacy Sandbox is, can continue to target their ads but in a way that respects user privacy.
Adapting to the Change
For companies in Portugal, adapting to these changes will be essential to continue to succeed in their online advertising campaigns. It will be important to:
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Invest in the training of digital marketing teams to understand and effectively use the new tools proposed by the “Privacy Sandbox.”
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Explore new audience segmentation strategies that comply with privacy standards.
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Stay updated on changes and best practices in the field of digital advertising.
So, what is the Privacy Sandbox after all?
The “Privacy Sandbox” represents a significant change in online advertising. While it brings challenges, it also offers the opportunity to explore new strategies that respect user privacy. For companies in Portugal, adapting to these changes will be crucial to maintain the relevance and effectiveness of their campaigns in 2024.
Would you like to learn more about online advertising and the Privacy Sandbox? Contact us!
