Google released new data about what the post-cookie future may look like in advertising, revealing a small dip in performance. Although Google said it was still encouraged by the results, the tech giant outlined some potential drawbacks in its research paper.
Google measured the amount of advertising spend that went through the privacy-enhanced pathway, using advertising spend as a “proxy” to understand the potential scale. Spend was down 2% to 7%, while ad effectiveness dropped between 1% and 3% as measured through a metric called “conversions per dollar,” or how much money the advertiser spent to drive an action by the consumer, said Dan Taylor, Google's VP of global ads. The ads maintained a relevance score based on how often consumers clicked on the ads within 90% of cookie-powered ads, Taylor said.