Both Google and Facebook are positioned to benefit by further forcing advertisers to use their 1st party data and ad buying tools if they want to continue reaching their audience at scale, with Google’s Privacy Sandbox allowing them to attached a unique ID to every ad impression they serve and ultimately allowing them to truly understand if a person who saw an ad eventually did buy the product. Right now, walled gardens such as Google, Amazon and Facebook seem to be leading the way when it comes to ensuring their advertising revenue continues to grow, especially when we eventually say goodbye to 3rd party cookies in 2022. Only this week have we seen Facebook launch an e-commerce platform aimed at helping business build a digital presence while at the same time gaining access to even more user purchase data. The move isn’t surprising, as we hurtle towards an advertising ecosystem that doesn’t rely on cookies – many publishers will be making huge plays in the data space to ensure their 1st party data is as rich as possible.
The media attention this deal has attracted has in many ways overshadowed much of the underlying strategy behind the decision, which looks to be growing podcast ad revenue and having a tighter grip on their 1st party data. Spotify made the announcement this week that it has entered into a multi-year deal to exclusively host the popular podcast on its platform in a deal rumoured to be worth upwards of $100m. Hands up who only started listening to ‘The Joe Rogan Experience’ podcast during lockdown and quarantine? Me too (I typed that one handed)
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