Google has announced that third-party cookies will be disabled from 2022. By banning tracking cookies, the world's largest browser is heading further towards a privacy-friendly web.
Although this is a nice outcome, it also changes a lot in the display landscape. Third-party cookies are the building blocks of targeted-based ads. What does this development mean for the future of display advertising and how can we respond to this with even more relevant ads?
Relevant without third-party cookies
Tracking cookies give us a lot of insight into the behavior of our customers. This allows ads served that are tailored to these customers. On the one hand you want to show relevant ads and on the other hand users appreciate ads even more when they are personalized.
However, due to the radical change of Google, the end of remarketing campaigns seems in sight. This can have a lot of impact on advertisers, but certainly also on production parties like us.
From 2022, the focus of display ads will shift further from performance to creation. In addition, it becomes important to tailor your messages to certain target groups. Google will offer alternative groups curated based on interests. This offers individuals more privacy and advertisers relevant targeting methods.
While opinions are divided on Google's rationale, the display market should anticipate the disappearance of third-party cookies.
Google's solution in DV360
To adapt the message in your creations to the target group requires a considerable amount of ads. Large banner sets also take a lot of time to produce and traffic. To deal with this properly, Google has introduced Ad Canvas. An editor for your dynamic banners.
In our opinion, Ad Canvas stands head and shoulders above other editors on the market. This editor offers the possibility to edit creatives in real time and easily make optimizations per format. It is the new way of dynamic banners and we can tell you all about it.
The great thing about the display market is that it is constantly evolving. This therefore requires anticipation and adaptability. For some time now we have been working with Ad Canvas and we serve our customers the best creatives.
Many existing dynamic banners work with a Google spreadsheet as a feed. This way you can adjust elements such as a CTA. Ultimately, this is often cumbersome and time consuming.
Ad Canvas Creatives
To use Ad Canvas, choose a format from the gallery or upload a banner made for Ad Canvas. In the editor you get a good overview of all formats that are available. The Ad Canvas editor roughly consists of 3 sections, namely:
In this panel you can easily add and edit the copy, visuals, landing pages, URLs and styling.
A real-time overview of the design is shown in the live preview. In addition, interaction is also possible, so that you can experience your creative in the same way as your users.
Via this toolbar you can easily filter on different dimensions and create new variations.
Within Ad Canvas it is possible to create different variants of a banner very easily. These variants ensure that you can create your own message for every target group. In addition, this is also a simple way to set up A / B tests. You can then choose to determine on the basis of rules that version A is shown in the Netherlands and version B is served in Germany.
The absence of third-party cookies changes a lot, but also in a positive sense. Creatives are produced in a different way, which makes the look & feel of ads even better and offers even more possibilities.
By taking this new path, you can serve tailor-made ads in no time, based on set components, such as target group and time. Data-driven Ads within Canvas Ads are the future and we are ready for it.