Enhancing the End-User Experience: Privacy-Safe Ad Frequency

During the earlier days of the fully-fledged internet revolution, it was known that this was the medium that would be great to drive sales, but the tactics were not yet developed. When you would first hear a dial tone on your modem and connected during the dinosaur-era of the world wide web, the well-oiled machine of targeted ads and pay-per-click had not yet been perfected.


After fast-forwarding (NOT through a VHS player!) to 2019, there are now options for targeting consumers that are proven, modern, and that even use artificial intelligence to hone perfection. As the world’s dominating search engine has dug in and aided users worldwide during their internet searches, there are abundant opportunities to reach consumers on their desktops and mobile devices. 


The world’s biggest and savviest search engine believes that it is possible to improve user privacy while preserving access to the ad-supported web. Chrome has put forth a series of proposals that invited the web standards community to discuss regarding how to advance user privacy while still effectively meeting the needs of advertisers and content providers.


At the end of the summer, there was an initial proposal shared outlining practices that Google believes would give people more visibility into and closer control over the data incorporated during advertising. Since then, the entity has been closely engaged with product and engineering experts from the world of digital ads, and among them was the event at the IAB Tech Lab’s Innovation Day on Data Responsibility.


In October, Google held discussions with their ad and publishing partners in Europe during multiple events in London. The conversations were about how to reshape marketing and analytics solutions to provide more privacy, while making sure that they remain effective for those out there putting capital into content supported by ads.


One prime example is how advertisers manage the number of times that an end-user will see an ad, which is an integral part of offering the best in browsing and searching experience. After the blocking and restricting of third-party cookies, those who are in the advertising realm lose their ability to impose limits on the number of times their ads are viewed. So users may have to endure the same ad repeatedly, advertisers may hold onto their wallets, and content creators see less revenue.


In the weeks to come, Google will be introducing a feature in Display & Video 360 that puts machine learning to use to aid advertisers that are managing how often their ad runs. If third-party cookies are absent, frequency will still be able to be managed in a way that allows for user privacy.


Chrome browser is constantly looking at innovative ways to use technology that don’t limit user privacy and taking steps to solve the third-party cookie issue is key for advancement. The hard-working folks on staff at Google and Chrome will keep the public updated on their blog with the results of what they learn, and updates regarding the search engine in the future.


As we approach the New Year here at Farfetched Studios, we are excited to continue to share our wealth of digital marketing knowledge with friends and clients alike. There will be an abundance of opportunities to prosper and reach your target audience via the web, which is our foremost area of expertise!

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