Foundations for durable ads performance

Advances in AI-powered technologies are arriving, unlocking new capabilities and opportunities for marketers. Key to taking advantage of the AI opportunity is employing durable measurement and audience solutions. Used together, these components will help you make decisions with confidence and power AI to deliver long-term performance for your business.

Now is more important than ever to lean into AI. Platform shifts, such as Chrome’s plans to deprecate third-party cookies in early 2025, require businesses to adopt new ways to meet their marketing objectives. And increasing regulations are demanding the industry to reimagine a digital ads ecosystem that is more transparent and meets consumers’ expectations for privacy. 

That’s why we’ve been innovating our ad platforms, actively testing the Privacy Sandbox APIs alongside other privacy-preserving signals. To help you reach the right customers and measure results with confidence, implementing solutions like the Google tag will be critical. 

You've seen some of the steps below in the AI Essentials “Get ready with the right foundation” pillar. This chart offers you a privacy deep-dive into those familiar tips that, together with additional optimizations, can protect your performance today.

	Google Ads	Display & Video 360  Campaign Manager 360 Search Ads 360
Build a durable ads infrastructure	Establish robust sitewide tagging with the Google tag or Google Tag Manager, so you capture the data that matters most to you. And for advertisers operating in the European Economic Area and the UK, create a strong framework to collect and maintain users’ consent with Consent Mode.    Enable cross-domain linking to confidently measure the customer journey across multiple domains.    Set up enhanced conversions to improve the accuracy of your conversion measurement.	Use the Google tag as the format for your Floodlight activities in Search Ads 360, in Display & Video 360, and in Campaign Manager 360, so you capture the data that matters most to you. And for advertisers operating in the European Economic Area and the UK, create a strong framework to collect and maintain users’ consent with Consent Mode.    Label your Floodlight tags with conversion goals (coming soon)* and disable or archive unused Floodlight activities to improve the effectiveness of your measurement.    Set up enhanced conversions in Search Ads 360 to improve the accuracy of your conversion measurement across search engines.    Leverage MatchID in Search Ads 360 for more durable offline conversion uploads.
Measure and attribute your conversions accurately	Use Google Analytics 4 to gain deeper insights across your websites and apps.    Identify any HTTP pages on your site and convert them to secure HTTPS pages to meet website security standards.	Turn on YouTube auto-tagging in Display & Video 360 and enhanced attribution in Campaign Manager 360 for improved click-through conversion attribution.    Confirm your conversion domains are set up properly for each placement in Campaign Manager 360 to ensure the right conversion events are measured.    Set up new tracking ads for a more accurate conversion attribution in Campaign Manager 360.    Use Google Analytics 4 to gain deeper insights across your websites and apps.    Identify any HTTP pages on your site and convert them to secure HTTPS pages to meet website security standards.
Engage with relevant customers	Adopt Customer Match to reach and re-engage your customers on Google’s surfaces.    Adopt optimized targeting to reach more customers who are likely to convert.    Explore Performance Max, and leverage the New Customer Acquisition and Retention goals* to engage with new or existing customers.	Adopt Customer Match to reach and re-engage your customers on Google’s surfaces.    Adopt optimized targeting to reach more customers who are likely to convert.    Test Publisher Advertiser Identity Reconciliation (PAIR) to re-engage with your highest-intent audiences across premium publisher content.*    Make sure you opt into enhanced automation to preserve your audience re-engagement capabilities.

^{*Please contact your Google account representative for more details on this upcoming solution.}

We’ll continue to evolve these steps as we make updates to our products. Make sure you bookmark this page and return to it regularly to stay up to date with the latest recommendations.

In the meantime, if you work with third-party ad-tech providers such as Data Management Platforms (DMP) or ad servers, reach out to them to better understand their roadmap for when third-party cookies are phased out.

In addition to the levers above, which are geared toward optimizing your ad campaigns, we recommend that website owners review Chrome’s guidance regarding how to prepare your site more broadly for third-party cookie deprecation. 

 

 

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