It’s Not Google’s Fault! It’s the U.K.’s…

On this MarTech podcast episode we unpack Google ad tech antitrust — what brands and agencies need to know.

What you’ll learn about Google Ad Tech Antitrust

Jason Gillespie of RTB House explains why most marketers are wrong about Google’s Privacy Sandbox — and why cookie deprecation is already effectively complete for a huge portion of the addressable web. You’ll learn how deep learning and neural networks are powering a new generation of cookieless retargeting, and why first-party data collection is the only durable strategy for brands navigating the post-cookie landscape.

The deprecation of 3rd party cookies keeps getting delayed. This may come as a relief to some but it’s coming so it’s just a matter of time. More interesting is why the deprecation keeps getting delayed. In this episode we discuss who the real culprits are and the technologies that are in market to help Marketers prepare themselves for the inevitable. In reality, the timing doesn’t matter because most users can’t be tracked by 3rd party cookies anyway due to specific browsers and blockers. All the more reason to listen in on this episode…

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Takeaways

1. Jason Gillespie had a significant impact on Sean’s understanding of retargeting during their time working together at Criteo.
2. RTB House, a direct competitor of Criteo, uses deep learning and neural networks in their retargeting approach.
3. The future of retargeting lies in a cookie-less world, and Google’s Privacy Sandbox is a solution that maintains privacy while enabling personalized advertising.
4. Different ad tech companies can leverage the Privacy Sandbox to make business and creative decisions without tracking users across the internet. Google’s Privacy Sandbox and the deprecation of third-party cookies are major changes that will impact the advertising industry.
5. AI-driven solutions like RTB House’s Content GPT can help advertisers target audiences more accurately and effectively.
6. First-party data will become increasingly important for advertisers as third-party cookies are phased out.
7. Publishers will need to collect more first-party data from users in order to deliver relevant ads and monetize their content.
8. Marketers should audit their marketing vendors and prioritize partnerships with vendors that are prepared for a cookie-less future.
   

Chapters

00:00

The Unrealized Complexities of Retargeting

03:20

The Future of Retargeting in a Cookie-less World: Google’s Privacy Sandbox

09:02

Leveraging the Privacy Sandbox: Making Business and Creative Decisions

30:12

AI in Advertising: The Role of RTB House’s Content GPT

33:54

The Importance of First-Party Data

37:17

Monetizing Content: The Rise of the Free Wall

46:18

Navigating the Post-Cookie Landscape

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