First, there were cookies. Then there was FLoC. Now there are Topics. Finding it hard to keep up? We don’t blame you.
So, what’s Google’s latest step in replacing cookies?
Say hello to Topics; will they lessen the blow when we eventually say farewell to third-party cookies? Let’s talk about it!
FLoC Off!
Before we delve into Google’s latest product, to jog your memory, let’s rewind to Google’s first attempt at creating a product that would enable brands to continue tracking users without relying on third-party cookies: FLoC.
FLoC stands for Federated Learning of Cohorts – rolls right off the tongue, right?
It was a way of keeping users’ data within their browsers, creating anonymous categorisation based on ‘interest cohorts’.
For the user, it was awesome, offering the privacy they so crave. On the other hand, for brands and companies, FLoC made it difficult to delve into data related to those visiting your website.
Before cookies even showed signs of crumbling, Google moved back to a focus on consumers’ privacy needs. And it’s in the form of broad topic-based targeting.
So how are Topics going to save the day?
Topics to the rescue?
Browsing habits will be automatically categorised based on the topics users search, look at and browse most.
For three weeks, you’ll have access to your users’ behaviour on your site, helping to inform you of your audience and their interests.
OK, we know three weeks isn’t exactly a long time, but we’re trying to stay positive…
The good news is that interest-based targeting should become a lot easier, meaning you can plug your findings into your advertising campaigns.
We predict that Topics will mainly benefit brands looking to build awareness. Lookalike audiences created off the back of data collected through Topics will be broad – meaning you can target larger groups of people with similar interests.
However, in an ever-connected world, targeting a broad audience isn’t always the best way to go, especially if you’re putting a big budget behind it.
Although Topics may allow you to get your brand name out to more potential customers, the broadness of the targeting won’t allow you to create hyper-personalised messages that help connect to your audience.
For example, someone who looks at your eCommerce site for sportswear may be interested in hockey, while another looking at the exact same page may be interested in a completely different sport.
Try creating an ad campaign that targets both those audiences and offers products for each customers’ needs. It may take more time, but it’ll be worth it.
Consumers are in control
Forget robots and AI; without an audience, you wouldn’t have anything to sell or advertise. That said, without your customers’ support, you won’t get very far when it comes to conversions. Here’s some food for thought:
According to Forbes, ‘Over 90% of consumers say transparency by a brand is important to their purchase decisions.’
Over a third of consumers will only use brands that are transparent about their data collection and give control of data to their consumers.
While Google is trying to keep up with the demands of consumers, it’s going to take more innovation to come up with a solution that also satisfies advertisers.
With the funeral of third-party cookies creeping ever closer and consumers even more conscious of how their data is collected online, things need to change.
The industry is pushing to bring new solutions to the table that comply with privacy responsibilities while enabling brands to keep track of users’ behaviours. It’s going to be tough to balance both.
The conversations around GDPR are blowing up right now.
Data transfers from Google Analytics cookies violated data transfer requirements in Austria, throwing Google Analytics into the spotlight and prompting a discussion around its longevity.
While we’re doubtful that Google Analytics will be getting the scrap completely, we’re definitely looking towards a future of changing privacy regulations in addition to those we’re already experiencing.
Change is all around us
Google isn’t the first to alter its privacy policy and most certainly won’t be the last.
Apple gave its customers more control over their privacy settings in their iOS14 App Tracking Transparency update, allowing users to opt out of tracking. And users loved it, with an overwhelming 96% of US users opting out of tracking.
‘How to clear Google cookies on iPhone/android’ is one frequently searched term on Google, so there’s certainly a buzz in the air when it comes to passing over power to the consumers.
It was brands that felt the hit; with so many users opting out, brands had little visibility of their users. Combine that with the removal of cookies, and it can feel like we’re left in the dark when understanding our consumers.
And with consumer groups like GenZ, gamers and millennials pushing the boundaries of what it means to be in those groups, it’s key for brands to understand their consumers more than ever.
Privacy is heating up
Not only are consumers opting out of third-party cookies, but they’re also becoming more conscious of data collection in general. But sometimes tracking and cookies can come in handy.
For some consumers, simplicity and efficiency are paramount. Imagine trying to complete your ASOS shop, only to find that the items you put in your basket a week ago are no longer there. Enter panic mode.
Search engine autocomplete features like password autofill facilitate our online shopping, which users appreciate greatly across markets. Keep an eye out on our blog for updates on digital user behaviour.
What do we recommend?
- Stay up-to-date
For now, get to grips with Google’s updated tracking tools like Topics and keep on top of the latest developments to third-party cookies and GDPR shifts.
- Use Topics to your advantage.
While Topics may not offer the best targeting and tracking solution, you can use it to inform your content marketing strategy. Use the outcome of Topics to direct your content strategy, such as helping to determine which topics you need to discuss more.
Of course, we’re looking for that silver lining.
Topics are super limited. I.e. for someone interested in sports – you can’t drill down into what types of sports they want to read about/what sports products they’re interested in buying, making Topics pretty limited.
Paul Bannister, Co-founder of the ad management firm CafeMedia, says that ‘Topics seems to be a step forward for people’s privacy, but a potential step back for advertising firms.’
Not all doom and gloom!
Luckily there’s Google’s Privacy Sandbox – an open-source effort for us to come together and create new web standards. Sandbox gives marketers the power to influence how the internet is used, which is perfect for balancing the demands of advertisers with the consumers!
We’ll keep you posted with all the latest news from Google over on LinkedIn, so follow us to stay up-to-date.
If you would like advice on effectively targeting your audience amid the changes to Google, get in touch with our team of advertising experts today.
