Web analytics has not stopped evolving since it was born. It has been the most accurate tool in the industry. From now on, according to Martín, if we want to use tools like Google Analytics to send audiences to Google Ads or dv360. In the absence of Third Party Cookies, we will not be able to do so. At the regulatory level, if we do not have the user’s consent. We will not be able to use web analytics cookies, «He explains.
So what are we left with? Martín exposes his solution called Consent Mode, to be able to inform our tools if we have the user’s consent for the measurement or for advertising. Or if on the contrary, we do not have it. “That is, Google Analytics will continue to work, but without cookies. It is going to collect
aggregated information that it will then be able to model in the Google Analytics. 4 interfaces in order to estimate the total behavior of the user».
We Have Not Resolved the Questions
Regarding the hearings, the expert assures that we have not resolved the questions about the DMPs for a long time. « The problem is that for a DMP, the data you get from different providers can be synchronized to be able to buy those audiences in a DSP that need Third Party Cookies «. Therefore, as far as the expert can comment is that «the functionality of integrating third-party data to then buy audiences in a programmatic Ireland B2B list ecosystem does not currently have an alternative technology and that purchase of individualized audiences through cookies in DMPs seems to have little future”.
The MarTech and AdTech ecosystem has been a world of startups for the last 20 years and they have been growing. The expert introduces this universe to comment that several DMPs. Are now being repositioned as CDPs and other data integration tools. “Many times information such as email, telephone number is associated… The CDPs are going to be in charge, or so it seems, of activating the first party data on different advertising platforms.”
When It Comes to Activating First Party Data
“CDPs are positioning themselves as a fundamental actor. But it is true that I am not 100% sure if the CDP is something that the advertiser must buy,” explains Martín. Faced with this situation, he t2ó asks about Google’s vision. But the expert admits that it is complicate: “ Google’s vision is sometimes transmitt from a more advertising point of view.
In early March there was an announcement on the Google Ads blog. About how we see the future of the advertising industry.” On the other hand, the expert assures that they are responsible for the development of an open-source project. Called Chromium and that it is also one of the fundamental pieces of the web ecosystem.
In summary, and to close this month’s episode, Jesús Martín shares that Google can continue to support the ecosystem. That has made the web such a rich environment, with so much information and universal access to information. But changing the technology that supports to really be able to preserve the privacy. And security of users while they are browsing this website.