As you probably read on my previous post as time moves forward we continue to see great results of our privacy preserving tech helping our customers.
Today we announced the results from our Interest Based Advertising IBA tests, and they are very promising.
Together with my team we can attest for having great results also in Latin America , confirming that performance and privacy go hand in hand.
For this test ”… we created two experiment arms on a share of Chrome traffic. On one arm, we continued using third-party cookies. On the other, we replaced third-party cookies with a combination of privacy preserving signals for IBA solutions while maintaining the use of third-party cookies for other use cases such as measurement and remarketing.”
The results showed that when using interest-based audience (IBA) solutions with privacy-preserving signals on the display network, Google Display Ads advertiser spending on IBA — as a proxy for scale reached — decreased by 2-7% compared to third-party-cookie-based results. For conversions per dollar, as a proxy for return on investment, the decrease was 1-3%.
Finally, we also observed that click-through rates remained within 90% of the status quo. And we observed similar performance for Display & Video 360.
These are great news for digital advertising!
You can find more details here:
#google #advertising #tech #latinamerica #privacy