Akira’s Report on “Data Utilization Strategies to Overcome Strengthened Cookie Regulations” at the Nikkei x TREND FORUM 2024
*(The original article in Japanese was written by Akira Nakamura, the Senior Solution Consultant of the Ayudante’s GMP team. This is a translated version.)
Akira Nakamura, the Senior Solution Consultant of Ayudante
However, this announcement does not mean that cookie-free solutions are no longer necessary. Google remains committed to the development of its Privacy Sandbox initiative as a key alternative, signalling its ongoing focus on enhancing privacy protection.
The session was structured into four parts, and we’ll provide an overview of some key highlights below.
Changes in Regulations and Measurement
Concerns about user privacy may have been around since the early days of the internet. However, with stronger regulations like the GDPR (General Data Protection Regulation) in the EU and the CPRA (California Privacy Rights Act) in California, privacy protection is no longer something that can be left to companies alone. Devices, operating systems, and browsers are now placing real limits on tracking. Understanding how these rules and measurement limitations affect digital marketing is a critical issue.
These restrictions are expected to continue for the long term. That’s why it’s important to understand where these regulations come from and what actions are needed to comply. Simply looking for ways around the rules won’t solve the bigger problems.
Building trust by addressing user privacy concerns is key to increasing brand value. From there, businesses must develop marketing strategies that align with the regulations and adapt to this new landscape.
Cookie Consent Banners
When it comes to measurement and optimising ads, Google offers several solutions. In this session, we focused on explaining Google’s Consent Mode. However, we also took the time to organise and explain the different patterns of how cookie consent banners are used and their purpose. The discussion naturally includes both privacy policies and consent banners, as they are closely linked. It’s clear that companies are gradually putting these measures in place.
Implementing Google’s Consent Mode
The purpose of setting up a cookie consent banner is not just to display it for the sake of compliance. A cookie consent banner gives users the right to decline the use of cookies, which can significantly impact behaviour tracking. However, it also empowers users by giving them the option not to share unnecessary information with companies or media. Providing this option helps reduce concerns about privacy.
At the same time, accurate measurement based on user consent is essential. Using Google Tag Manager, you can manage GA4, ad tags, and marketing tools according to the user’s consent status. It’s also important to recover as much lost data as possible. For example, if Google Consent Mode is properly implemented in GA4, machine learning can help fill in some of the missing data.
In Conclusion
We’ve discussed the implementation of cookie consent banners and Google Consent Mode as measures to address regulations and tracking limitations. Additionally, our company offers a range of measurement solutions, including server-side GTM, enhanced conversion tracking, and stable collection of first-party data. Simply implementing tools to track user behaviour and gather data is no longer enough to deliver real value.
Moving forward, it’s crucial to create an environment where data can be measured while protecting user privacy, using machine learning to recover lost information, and making the most of the data collected.
