Welcome to a new edition of Marketing Updates With Motion Ave! Google dominates the headlines this week, from new tech to phaseouts! Curious? Read on!
Parallel Tracking Now Mandatory For Google Ads
As of March 31, all Google Ads using video must incorporate parallel tracking. This function prevents slowdowns for users by causing their browsers to handle data requests from click measurement providers in the background, while they can get straight to (and through) the ads. Parallel tracking is already mandatory for Search, Shopping, and Display campaigns.
Bid And Budget Simulators Come To Google Smart Bidding
Bid simulator support will now be available for one specific smart bidding strategy: Target ROAS (return on ad spend) bid strategy. This feature creates simulations using activity across the web from the past 7 days to test such adjustments as higher targets and budgets. While it’s not psychic, this kind of pattern analysis is an unprecedented insight to help marketers budget and price.
Change the future here:
R.I.P. Chrome Apps: 2013-2022
Chrome apps are on death row- support ends for all desktop OSes by the end of this year, and Chrome OS gives the boot in 2022. While some of the community is undoubtedly displeased, this move doesn’t signal a wholesale elimination of independent and open-source development: Chrome Extensions aren’t going anywhere.
Get to know all about the phase out process here: https://blog.chromium.org/2020/01/moving-forward-from-chrome-apps.html
No, Seriously, No Cookies: We Mean It This Time
Chrome is going on a deeper diet than just cutting Apps- Google has announced plans to end support for third-party cookies within two years. Assuming they follow through, this represents major action on Google’s public sentiments of committing to greater privacy. If implemented as thoroughly as Google promises, this will be a cataclysmic change for digital marketers- one of the core sources of user data and activity metrics will go entirely dark.
Prepare for the analytics apocalypse here: https://techcrunch.com/2020/01/14/google-wants-to-phase-out-support-for-third-party-cookies-in-chrome-within-two-years/
That’s it for Google week! Join us next time to find out what Google and the other big names will bring to the digital marketing world!