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Improves app tracking transparency and initiates Google third-party cookie prohibition policy As a regulation to protect user privacy and personal information security, Apple introduced the app tracking transparency policy starting with iOS 14.5 in 2021, and Google's Chrome blocked third-party cookies starting in July 2023, thereby reducing the cookie-based privacy policy that had been easily used so far. Targeting advertising has become difficult. As a result, performance marketing results deteriorated not only in apps but also on the web, and many marketers began to worry about what they could do with third-party cookies gone. In the case of Chrome, about 40% of cases are already blocked worldwide, and they plan to increase this to 100% by the middle of this year. Improvement of iOS app tracking transparency (app cookie acceptance message) and explanation of Google's third-party cookie prohibition policy Environmental Change 1. Enhancement of iOS app tracking transparency and start of Google third-party cookie prohibition policy (Source: Ascent Korea) The end of cookies, the era of cookieless Customer data is classified into 1st party data, 2nd party data, and 3rd party data depending on who owns the data or the source.
Among these, 3rd party data refers to customer data purchased from Canada Phone Number Data companies such as data brokers or DMPs (Data Management Platforms), and is big data collected from numerous companies and websites. In fact, the main reason marketers have relied on third-party cookies is because they are the cheapest option for easily reaching consumers with desired attributes without having to build an elaborate relationship with them. However, as the use of cookies has become difficult, brands and media are emphasizing the need to collect and cultivate their own data to provide personalized experiences to customers and gain trust from customers. As we have already seen in many articles about the death of cookies, collecting first-party data alone is not an alternative. You need to be able to answer which consumer segments you should focus on and through which media you can efficiently reach those consumer segments. To achieve this, what questions should we marketers ask? 2. The two-power system between Naver and Google in the domestic search market, where Naver’s monopoly has ended Over the past 4 to 5 years, Google's share has steadily risen, and Naver's monopoly, which accounted for more than 80% of the domestic search market, has come to an end.
As of 2023, Google's share will rise to 40%. This is a major change that requires an infrastructure change from the existing Naver-centered marketing, meaning that a new marketing strategy is needed. A new type of marketing that is carried out in the US and Japan is now needed in Korea as well, based on Google. Graph showing the search market share trends of Naver and Google in Korea 3. Three trends found in the recently changing marketing environment With third-party cookies blocked and significant changes in search engine market share occurring in Korea, the issues receiving the most attention are summarized as follows. – The end of performance marketing, decline in efficiency – Increased interest in first-party data and D2C– Increased interest in SEO (search engine optimization) News articles related to the demise of performance marketing, first-party data, growing interest in D2C, and growing interest in SEO. As mentioned earlier, this change is a topic that started not recently, but already 4-5 years ago. However, it appears that companies and marketers have started to become interested in it since last year. As a result of checking through Google Trends, the search volume related to SEO (search engine optimization) and SEM (search advertising) has grown approximately 6 times since May 2023. This is almost twice the digital marketing search volume.
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发表于 2024-3-4 16:54:25