As we approach the dawn of 2024, our agency is committed to ensuring that our partners start the year on a high note by implementing strategic optimizations and essential account changes, especially as the cookie-less future is approaching.
Timeline Note on Third-Party Cookies in 2024
Google’s Privacy Sandbox for the Web is set to revolutionize online privacy by phasing out third-party cookies. This initiative, scheduled for Q3-Q4 of 2024, employs advanced privacy techniques such as differential privacy, k-anonymity, and on-device processing. By limiting tracking methods like fingerprinting, the Privacy Sandbox enhances user privacy and security by restricting the information sites can access. Net Conversion, as a Google Premiere Partner, will have early access to all betas and will swiftly implement these changes across all accounts. The Privacy Sandbox includes essential features like Topics API, Attribution Reporting APO, Protected Audience API, and Private State Tokens API, aimed at combating spam and fraud through increased contextual targeting. The pre-launching and general availability of Google’s Privacy Sandbox API is anticipated in early Q3, marking a significant stride toward a more private and secure online environment.
Due to these big changes occurring in 2024, Net Conversion is laser focused on leveraging all optimizations and tools available to ensure we reach our partner’s media goals. In this blog post, we’ll delve into three critical areas of optimizations that will kick off the year:
Invalid Traffic
Invalid traffic (IVT) continues to pose a significant threat to ad spend, with an estimated $72.37 billion projected to be wasted in 2024.
Key Findings:
- 8.5% of all paid traffic and one in every 11.7 paid-traffic website visits are deemed invalid.
- IVT leads to wasted time on non-converting spam leads and contributes to inaccurate budget allocations and revenue forecasts.
- The potential lost revenue opportunity for brands in 2024 is estimated to be as much as $204.83 billion.
Solution:
Our Net Conversion solution involves the continuous application of exclusions and brand safety measures across all accounts and partners. This ensures minimal invalid traffic and safeguards our partners’ ad dollars from unnecessary waste.
Leveraging AI for Optimizations
In the dynamic landscape of digital advertising, leveraging artificial intelligence (AI) is crucial for staying ahead. Our agency focuses on building a durable ads infrastructure, measuring and attributing conversions accurately, and reaching and engaging with our partner’s core audiences.
Key Strategies:
- Establishing sitewide tagging with Google Tag or Google Tag Manager for user consent.
- Enabling cross-domain linking for accurate customer journey measurement.
- Implementing enhanced conversions and utilizing Google Tag for Floodlight activities.
- Utilizing GA4 for deeper insights, and activating YouTube auto-tagging where available (and especially in DV360).
- Adopting Customer Match for reaching and re-engaging customers on Google and employing optimized targeting for a conversion-ready audience.
Meta Objective Changes and Optimizations
To align with changes in the digital advertising landscape, our agency recognizes the importance of adapting to meta objectives. The consolidation of 11 ad objectives into 6 streamlined objectives necessitates adjustments to objective names, ad set options, and campaign results.
Key Changes:
- Six simplified ad objectives: awareness, traffic, engagement, leads, app promotion, and sales.
- New ad set options and conversion locations aligned with the streamlined objectives.
- Changes to campaign result displays, impacting reporting metrics.
Next Steps:
To prepare for the upcoming changes in Ads Manager in January 2024, our agency has already gone ahead and proactively updated all campaigns to use the new objectives moving forward. By doing so this will ensure maximum efficiency in campaign performance.
Conclusion
In the ever-evolving realm of digital advertising in 2024, our agency steadfastly upholds its commitment to positioning our partners for triumph. As we stand on the precipice of the new year, the impending cookieless future serves as both a challenge and an opportunity. At Net Conversion, our dedication takes center stage, driving us to proactively navigate the intricacies of this evolving landscape. The commitment doesn’t waver; instead, it intensifies. With the new year’s arrival, Net Conversion will continue to keep our partners abreast of essential optimizations, providing them with the strategic leverage needed to ensure sustained success. As the industry transforms, our agency remains a beacon of support, guiding partners through complexities and empowering them to excel in the dynamic digital advertising arena.
