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Good morning, Marketers, we’ll just have to wait and see.
Google announced that it was replacing Federated Learning of Cohorts (FLoC) with a proposed Topics API for targeting. Meanwhile, the timeline for deprecating third-parties cookies might change again.
Digital marketers have become masters of the waiting game, demonstrating the need to be agile and ready for unexpected changes. It’s also becoming clearer that marketing teams need to come up with fresh ideas in their strategies and be first to act, instead of waiting around while major players like Google keep changing the field of play.
For example, marketers are being proactive to changes in the email marketing space by adjusting how they measure performance after Apple’s Mail Privacy Protection shakeup. When it comes to cookies, I’m sure we’ll be just as resilient.
Quote of the day: “It’s not necessarily a bad thing for marketers to be responsible. If marketers do email marketing properly, they may wind up with better performing campaigns.” Guy Hanson, Vice President of Customer Engagement, Validity