With cookies to be phased out in the latter half of 2024–following a number of delays–Google has launched a new product to encourage brands and advertisers to build first-party data strategies.

Google Ads Data Manager is currently rolling out globally and will become generally available in early 2024, with Google noting that it will incorporate the tool with additional ads products next year. 

According to the company’s research, less than a third of marketers “consistently and effectively” access and integrate first-party data across channels. And, it says, most methods that do facilitate the ability to collect and protect first-party data also make it difficult to use in a privacy-centric manner for campaigns. 

In a blog post announcing the new product, Google says the new “streamlined” service puts data management controls in one place, allowing advertisers to more effectively “measure conversions or reach people with relevant ads. Up until now, creating these connections could mean engineers or analysts duplicating tasks, including custom queries.” 

According to Nick Henderson, VP of performance, media, at Dentsu Canada, the move will have a noticeable impact. “This will level the playing field between smaller organizations and larger advertisers who are more sophisticated in this space, who have teams dedicated to managing this type of data,” he tells MiC. “It’s something we will explore to help advertisers leverage their own first-party data more effectively and consistently.”

“Being able to start matching and connecting dots of where conversions and leads are being generated in a hashed, privacy-secured environment” is pivotal, Henderson adds. Data and ad strategies built upon privacy and trust go a long way to building brand loyalty and going beyond traditional tracking and measurement. 

Google is also developing API connector tools to facilitate first-party data access via a variety of sources like customer relationship management and customer data platforms (like ActiveCampaign and Pipedrive), as well as tools like Shopify Audiences.

Image via Unsplash / Towfiqu barbhuiya