How to market your company’s capital raise after Google stop allowing third party tracking

How can advertisers and companies who have relied on Google adwords adjust to the new privacy policies.

Marketing to investors will be hit like all sectors when Googles new third party tracking policy comes into affect.

Facebook will soon follow suit destroying years of ad-spends by companies to accumulate user data. Apple have already delivered strict rules on privacy for apps on their store.

Google just destroyed many advertisers

Google accounts for over half the online marketing $292 billion according to Jounce Media. The Alphabet Inc. company stated that it plans to stop using or investing in tracking technologies that uniquely identify web users as the move from site to site across the internet. This essentially will eliminate look alike groups and targeted campaigns from being effective.

About 40% of the money that flows from advertisers to publishers on the open internet—meaning digital advertising outside of closed systems such as Google Search, YouTube or Facebook—goes through Google’s ad buying tools, according to Jounce Media.

Internet privacy issues worldwide

Unless you have been living under a rock, the news about internet privacy has been playing out in Europe and US for years. Google, Apple, Amazon and Facebook have been the center of antitrust and privacy issues. More intrusive ads and targeted content have helped to spread misinformation, false narratives and even help to win elections. Brexit is the ultimate case of the exploitation of user data to sway votes.

Ad-tech companies now scramble to find alternatives

Ad-tech companies must now try to figure out how they can justify their results with an estimated 700% drop in results based Googles latest decision.

Moreover, many online advertisers rely solely on Google tracking to help target audiences for clients. Advertising agencies will now face the biggest upheaval in years trying to adjust to these new rules.

Being pro-active in advertising versus reactive

Now that the cat is out of the bag, how can companies compete in the new world of customer privacy? This will be played out in real time as companies pivot ad spends, change strategies and some will just accept defeat against the monsters of tech.

How many companies saw the signs and were early adopters?

Very few companies saw the writing on the wall. Avoiding telling clients the truth the felt the need to avoid the questions regarding privacy and cookie laws. These conversation were held behind closed doors, with regulators, European courts and court hearings here in the US.

Youtube and Influencers will now face monetization issues

Youtube is the second largest search engine in the world. Influencers make money by advertising, pre-rolls and product placement. Bringing their active audiences along for the ride led to monetization and becoming brand names.

Youtube will also be part of the broad stroke that will hurt many online advertisers. Pre-rolls and targeted advertising will not yield the desired results. Monetization was affected 2 years ago by another youtube policy change and many of the struggling influencers with less that 500k subscribers will bow out in defeat.

Platforms like patreon or onlyfans will see their subscribers increase as the move to get direct paid subscribers will become the norm and reliance on advertising revenue will become a secondary concern.

Bigger ad-spends still mean diminished returns

Most advertisers looking for CPLs or CPAs will find that they can no longer attain the conversions that their clients expect and need. Increases in budgets will still bring less quality leads and less conversions without the one ingredient that google offered, third party tracking cookies.

Facebook will not be far behind and the apple store will also not allow apps to track individual users for advertising. Rideshare and geolocation apps that allow tracking will not be affected, but app advertising will become a battle ground while still in its infancy.

Alternative solutions that work

Google Chrome will withdraw support for third-party cookies, the connective tissue of digital advertising. The ad-tech industry has subsequently rallied behind alternative solutions initially based on hashed email addresses.

Google issued a stern policy clarification curbing these alternatives, discarding efforts to make solutions such as Unified ID 2.0, now the ward of industry body Prebid, interoperable with offerings such as authentication tools from LiveRamp and others

Can online marketing still be successful.

Fortunately, online marketing and advertising can still be successful and deliver results, so long as all expectations are aligned. Investor Leads markets to a direct audience. We adhere to strict privacy policies. Marketing to investors is highly a regulated arena.

The focus of advertising is to create leads and conversions, this is what we do. We witnessed the decline in many email marketing companies results. It is still effective for organically grown and nurtured lists, but not one off email sends.

We have seen the display ad world decline through adblockers and ad networks that deliver bids. Instead, Investor Leads made direct relationships with the publishers, allowing greater access and deeper targeting that traditional pay and spay banner advertising.

Investor Leads has seen how lead funnels, lead surveys and co-registration leads waste time and effort as more spam-bots and crawlers are loaded into the leads delivered.

Investor Leads has seen the writing on the wall for intrusive and invasive online advertising for years. Rather than exploit the problem, our team worked to develop the solution. We have migrated and updated our company wide practices since 2019 to keep ahead of privacy trends.