Discover a detailed guide on the main changes brought by Google to its conditions of use in 2024 regarding privacy and targeted advertising, and the expected impacts for marketers.
Google announces major changes to its usage policies
in mai 2024, Google will introduce important updates to its general conditions of use to better protect the privacy of users and ensure the security of its platform. Although these changes seem positive at first glance, they will also have important consequences for companies that depend on user data and targeted advertising.
In this article, we will examine in detail the main changes made by Google and see how they will impact both consumers and marketers. We will also provide practical advice so that businesses can adapt in time to this new landscape digital.
Strengthened controls on the use of personal data
One of the key measures announced by Google consists of giving users increased control over the use of their personal data by third-party applications and services. From now on, each application must obtain explicit consent from the user before being able to access information such as geolocation, browsing history or contacts.
Developers will also need to transparently indicate exactly what this data will be used for and offer the option to delete it at any time.. Ces news rules, which are inspired by the European GDPR, will allow users to better control their footprint digital and their privacy preferences.
End of targeted advertising to minors
Google will go further by outright banning advertising targeting based on personal data for users under the age of 18 ans. Advertisers will therefore no longer be able to use browsing histories., geographical positions or centers of interest of children and adolescents to offer them personalized advertisements.
This measure aims to better protect this vulnerable category from the risks linked to the commercial exploitation of their data for marketing purposes.. It represents a major challenge for companies whose economic model relies heavily on adtech and very fine targeting of advertisements..
What impact for marketers ?
For digital marketers, these changes mean nothing more and nothing less than an in-depth overhaul of their online advertising strategies. Without widespread access to user behavioral data, campaigns led by algorithms and ultra-personalized targeting will become much more difficult to implement.
Advertisers will need to develop news approaches less focused on individual data and more focused on broader demographic segments. For example:
Replace deep personalization with segmentation by general interests
Increase the effectiveness of contextual advertising linked to content
Focus on storytelling and engagement rather than direct sales
Encourage upstream interactions via content editorial and social networks
Adapt your message according to generational rather than individual criteria
Marketers will also need to place renewed emphasis on first-party data collected directly from their own user communities to better understand and serve their customers..
How to prepare now ?
For marketers, it is essential to start implementing strategies now “post-cookies” and anticipate future changes. Here are some concrete recommendations :
In-depth audit and mapping of the existing situation : data, techniques, tools, flux…
Strengthening first-party databases and first-party interactions
Development of brand storytelling and contents committed
Experimentation of news techniques : IA, Omnicanal, contextual personalization…
Anticipated testing of future limits on control segments
Active monitoring of technical and regulatory developments
Training teams in new paradigms of human-centered marketing
The most agile companies open to innovation will be best placed to succeed in the new post-market landscape.-Google announced for 2024. There is therefore not a minute to lose to start your digital transformation.
