Google’s Triple Treat- Unleashes a Trio of Updates to Elevate User Experience
Google is embracing the future of greatness. Three game-changing changes from the tech superpower will revolutionize user experience across platforms. These updates, which range from enhanced usability to seamless disruptive capabilities, will enhance user journeys to a higher level. This article explores in detail these innovative improvements that will affect our online life.
Generative Search Experience Update
The AI-generated answers in Google’s latest search generative experience can now display playable videos in addition to photos. Google stated in their blog, “With our generative AI-powered Search experience (SGE) you can quickly get up to speed on a new topic, uncover quick tips for your specific questions or discover products and things to consider.” Google has included generative AI in its search engine so that users can benefit from it. The upgrades that will simplify your life are listed below.
Enjoy images and videos with your searches
It’s been said that seeing something for oneself helps one grasp it better. Google recently added images and videos to its search results, and individuals who have joined Google Labs will soon be able to access the upgrade. As a result, when someone queries something, it returns relevant material including photographs and YouTube videos in addition to a text description. For instance, if consumers look up how to remove stains from marble, they can easily find guidance and pertinent material online.
Amplify Curiosity
Users can search the web for useful information when particular topics pique their attention. Google offers them relevant links to aid in their search results along with an AI overview. Additionally, each link on the website has the published date attached, and they are constantly working to improve the AI model.
Turbocharge your insights
Google recently revealed significant speed improvements that cut AI snapshot time in half.
Google AI updates indicate the sources it has accessed information from, setting it apart from rival AI chatbots like ChatGPT. It is useful to cite and refer to links when researching.
Doesn’t it all sound cool? But wait, there’s more!
Mobile Lookup Updates
In order to improve users’ search experiences on the Google mobile browser, Google has unveiled additional updates. With expanded search concepts, popular and trending topics and themes, and other improvements, searching is now simpler.
Google’s Search Serenades
Google now provides search suggestions pertinent to the website the user is currently browsing. “Related to this page” is the feature’s name, and it offers consumers additional options to look through.
The Google Trendspotting journey
The upgrade also makes it easier for users to access address bar-based trending topics and searches. The iOS version of this feature will be released later this year, but it is only available in the Chrome browser for Android.
Search for similar terms
Users may now search for a word or term immediately from the page they are currently viewing thanks to Google’s touch-to-search upgrade. This was introduced a few years ago on Android. Now that the tool has been updated, they can use it to get relevant search results. For instance, the user can select a word and learn more about it. This is if they are reading about a subject and come across a term that interests them.
Intensify your search
In addition, users will be able to view 10 queries rather than just six suggestions to improve their search experience. The first results will be those most pertinent to the search query. After that, visitors may scroll down to search for further possibilities.
Google Analytics 4 Updates
Google has released several enhanced capabilities on the Google Analytics 4 platform. These capabilities are aimed at improving campaign optimization and helping advertisers better understand user behavior patterns. The upgrade offers enhanced metrics, particularly for iOS campaigns, and a deeper look at targeting tools and performance uplift possibilities. This is how app marketers will benefit:
Audience tools
Unnotified audience suggestions
This tool will help untap the audience of the current app to target those users who are not reachable via push notifications. Only 37% of users enable push notifications, according to Google, meaning brands are missing out. This technology allows marketers to interact with users when they download apps
Relevant app users
Google will automatically identify the most appropriate app consumers for the app engagement promotion if the advertisers have set up a demographic in GA4 for both app and web users.
GA4 Audience Builder in Google Ads
Google will offer the option to create effective GA4 audiences directly in Google Ads during ad campaign setup in the upcoming weeks.
Improved performance
App marketers may automatically enhance app campaign metrics using consented, signed-in data. Google’s experimentation analysis shows that app campaigns generated 10% higher conversions for every dollar spent. Through the GA4 property, advertisers can activate Google Signals to make them available.
Improved marketing optimization for iOS
In order to help marketers better understand the efficacy and measurement of their iOS initiatives, GA4 makes privacy-centric solutions possible. This is how-
- To enhance multichannel reporting and inference, GA4’s feature enables app integration with SKadNetwork. Additionally, it offers a tool for setting up the SKadNetwork so that conversion data is gathered without identifying information escaping the user’s device.
- By including a consenting user’s phone number as a sign-in method, advertisers can optimize their campaigns more effectively.
- With geo-targeted conversion lift measurement, advertisers can now measure iOS app advertisements’ gradual effects with increased accuracy.
With these innovative enhancements, Google simplifies the user experience and puts every search, trend, and recommendation at our fingertips. With these modifications, the tech giant is becoming more empowered, perceptive, and motivating. Only exciting times lay ahead for the users as Google keeps expanding and experimenting with technology to stay relevant in the ever-evolving landscape.
Read More: Google Ads Enhances CTV Advertising
Google Breaks Regional Barriers by Unveiling Arabic BARD
Google has introduced Arabic language in its AI generative platform BARD, along with 39 other languages. Unlike BARD’s initial launch in May, which was only in English, Google has further taken a leap towards inclusivity. Their objective is to make it available in multiple languages.
Arabic, a very complex and intricate language, consists of several dialects, which often lead to challenges while communicating. Arabic speakers also face difficulties in online interaction since the textual form is mainly in classical Arabic. Over the years, Arabic speakers have turned to Arabeezy, an application which combines English letters and numbers, to communicate with each other.
Google has recognized these intricacies, and has launched Arabic BARD, which understands 16 diverse colloquial vernaculars. The model is powered by Google’s latest language model ‘PaLM2’ which can understand information in multiple languages. These include Emirati, Egyptian, and Saudi Arabic and it responds back in Modern Standard Arabic (MSA).
It also has the proficiency to understand code-switching, where the input is able to integrate Arabic and an additional language. The thoughtfully designed user-interface supports right-to-left scriptures, making it further easily operable.
Features Available for Arabic Speaking Users
Google Bard in Arabic is filled with an extensive array of unique features to help with your creative potential. Here are some of them:
- Hear BARD’s responses out loud by clicking on the sound icon.
- Revisit, pin, and rename your BARD chats.
- Share BARD responses with your friends and connections using the shareable link.
- Export Python code to Replit and Google Colab, an online integrated development environment for developers to write and execute code.
Challenges Google faced while developing Arabic Script
Google has made significant technology investments to enhance its Arabic skills for the past two decades. In order to create a language model in Arabic, it was essential to understand certain words which were often spelt the same. Without pronunciations or knowing the meaning of the word, it was inconvenient for the AI to understand the same. This has been a huge limitation for all the known translation tools. What they failed to revise was that without the proper accent or diacritical signs, it was difficult to decipher the intended meaning behind them. But BARD was able to recognize that, indicating a significant breakthrough for the language.
Najeeb Jarrar, Regional Director of Marketing at Google MENA said,
Arabic speakers are now able to leverage the power of BARD, where they’re able to create new content and collaborate with this AI, experiment to generate and create new ideas, simplify topics, and also, directly get involved in the wonders of such technology.
Jack Krawcyzk, Director of Product Management at Google added,
As part of our bold and responsible approach to AI, we’re proactively engaged with experts, policymakers, and regulators on this expansion. And as we bring BARD to more regions and languages over time, we’ll continue to use our AI principles as a guide, incorporate user feedback, and take steps to protect people’s privacy and data.
So next time you want to know about some concept or brainstorm and materialize an idea, give BARD a try. You will not only be able to use unique tools, but might discover a fresh perspective to life!
Read More: Google’s BARD vs ChatGPT: Which AI Will Rule the Search Realm?
Google and Omnicom Collaborate to Enhance Advertising with Generative AI
Omnicom has partnered with Google to integrate the search giant’s generative AI models into its ad tech platform. This collaboration marks the first commercial application of Google’s generative AI technology, which was previously not widely available. Through this integration, brands will gain access to generative text and image capabilities, enabling them to create dynamic and engaging content. This innovative partnership aims to enhance the creative capabilities of Omnicom’s ad tech platform and provide brands with new opportunities for personalized and impactful advertising.
Omnicom will leverage the capabilities of Google Cloud’s Vertex AI, specifically its foundation models such as PaLM 2 and Imagen. PaLM 2 is Google’s large language model for text and Imagen is similar to DALL-E, for generating images.Imagen allows organizations to generate and customize studio-grade images at scale from input text with low latency and enterprise-grade data governance.
Through seamless integration into their open marketing orchestration platform Omni, agencies and client teams will now have unprecedented access to these powerful models. This integration will enable expediting the content development process, providing enhanced efficiency and creativity.
Jonathan Nelson, CEO, Omnicom Digital said,
We’re thrilled to have another first-mover advantage with Google Cloud’s foundation models and to continue strengthening the use of Generative AI within Omnicom.
By creating Omni as an open operating system, we’re able to quickly integrate these innovative models and mobilize them to thousands of Omnicom employees that use Omni. We’re especially excited to see how Imagen will unlock greater inspiration for our people and elevate the ideas created for clients.
As reported by Adage, Nelson further mentioned that they are closely looking at the video. The models developed by Google were trained using “copyright-free” data. The issue of copyright has hindered the broader adoption of certain AI applications in marketing as agencies and brands have concerns about utilizing the material for which they don’t possess proper licensing.
Nelson said,
Their version of Imagen is particularly interesting because it’s copyright-free which is a huge deal for us so it can be applicable to advertising.
June Yang, Vice President of Cloud AI and Industry Solutions at Google Cloud,
Our partnership with Omnicom deepens this commitment as it allows marketers to create studio-grade images with mask-free editing for any business need, in a platform where they are already familiar, with only a few typing prompts. We cannot wait to see what they create!
Adage reported Omnicom will train machines using data from brands’ entire marketing copy archives to develop custom AI models. Nelson introduced the concept of “data stacking,” where the agency combines its own data with clients’ data, specifically benefiting media and optimization. This approach enables the creation of proprietary products based on the developed models.
This partnership is the latest collaboration between Google and Omnicom, who have closely collaborated together for decades. This includes their early collaboration as an alpha partner for clean room integrations with Ads Data Hub.
Interesting Read: Microsoft Store Ads Expand to Bing Search Results, Empowering Global Advertisers
Google’s Phasing Out of Third-Party Cookies: A Paradigm Shift in Digital Advertising
Google’s recent announcement of phasing out third-party cookies has sent ripples through the digital advertising industry. This move is part of the tech giant’s commitment to prioritize user privacy and reshape the way online advertising operates. In this article, we delve into the details of Google’s plan, its implications for advertisers, and the challenges and opportunities that lie ahead.
The Shift Towards Privacy-Conscious Advertising
Google’s Privacy Sandbox initiative aims to replace third-party cookies with a more privacy-conscious approach. Instead of individual user tracking, Privacy Sandbox proposes the concept of cohorts, grouping users based on similar browsing patterns and interests. By protecting user data and allowing individuals to manage their interests, Google seeks to strike a balance between privacy and effective advertising.
Phased Rollout and Testing
Google plans to gradually implement this change, beginning with 1% of Chrome users in early 2024. This initial phase serves as a real-world test, allowing developers to assess their readiness for the broader transition. The company also plans to make Privacy Sandbox’s relevance and measurement APIs available to all Chrome users in the Chrome 115 release, enabling developers to experiment and test these APIs with live traffic. Tech Crunch quoted Google’s Victor Wong, who leads product for Private Advertising Technology within Privacy Sandbox said,
This plan was developed with close consultation and coordination with UK’s Competition and Markets Authority — the CMA. We consulted with them on this and we felt this is the best way to, jointly with the industry, actually test out the solution.
In Q4 [2023], we help coordinate some of the testing and make that easier. Q1 [2024], we deprecate for 1%, which then, for everyone in the industry, forces them to seriously start experimenting and testing.
Adapting Advertising Strategies
The deprecation of third-party cookies necessitates a significant shift in advertising strategies. Advertisers must explore alternative targeting and measurement methods that rely less on individual user tracking. Leveraging first-party data, investing in contextual targeting, and collaborating with industry partners are among the recommended approaches to navigate this transition successfully.
Challenges and Opportunities
The elimination of third-party cookies poses challenges in measuring conversions, personalizing ad experiences, and attributing campaign success. However, it also opens doors to innovative solutions, such as enhanced first-party data utilization, contextual advertising, and increased collaboration among advertisers, agencies, and technology providers. Advertisers have an opportunity to build stronger relationships with their target audiences while respecting their privacy.
Industry Response and Readiness
While Google’s move towards privacy-conscious advertising has received praise, it has also sparked discussions and concerns within the industry. Adtech developers are eager to test Privacy Sandbox APIs at scale, and some have already begun experimenting. However, other browser vendors are pursuing different approaches, adding complexity to the advertising ecosystem.
Preparing for the Future
Advertisers are advised to stay informed about the latest developments and guidelines associated with Privacy Sandbox. They should assess the compatibility of their current advertising tools and platforms, invest in building first-party data capabilities, and actively collaborate with industry stakeholders to shape the future of privacy-centric advertising.
Google’s decision to phase out third-party cookies marks a significant milestone in the evolution of digital advertising. As the industry adjusts to the new reality, advertisers must embrace innovative strategies and technologies that respect user privacy while maintaining effective targeting and measurement capabilities. The road ahead may present challenges, but by staying proactive and adaptable, advertisers can seize the opportunities that arise and continue to connect with their audiences in a privacy-conscious manner. The era of cookieless advertising is upon us, and it’s time to embrace the change.
Interesting Read: And Google Does It Again, Delays Phaseout of Third-Party Cookies
Baidu unveils ERNIE, the AI-powered chatbot to ChatGPT
Baidu’s ERNIE Bot, the ChatGPT-like AI chatbot to transform China’s AI landscape in March. Baidu one of China’s biggest search and artificial intelligence firms plans to implement its artificial intelligence chatbot ‘Ernie’ into its search engine in March. ERNIE, which stands for “Enhanced Representation through Knowledge Integration,” is an AI model that not only generates text, such as poems and essays but also has the capability to create images from text, which is a combination of the functionalities of ChatGPT and Midjourney. This feature makes ERNIE a more comprehensive and valuable tool.
Baidu’s CEO Robin Li announced in an internal memo that ERNIE Bot will be utilized in all of Baidu’s operations, including search and cloud services. Moreover, Baidu plans to incorporate ERNIE Bot into its driverless car technology and smart speaker for enhanced user experience. Currently, Baidu’s cloud services hold just 9% of the market, but the addition of an AI chatbot like ERNIE Bot could give the company a competitive edge.
Li said in the memo,
AI technology has reached a tipping point and all industries will inevitably go through transformation.
Baidu stands as the best example of the long-term growth of China’s AI market and is advancing at the forefront of this new wave.
Interesting read: The AI Search War: Microsoft & Google Compete for Search Engine Leadership
China’s biggest tech companies, such as Baidu, Alibaba, and Tencent, along with top universities and city governments, are vying to develop their own AI chatbots to keep up with the global competition. Despite being beaten to the punch by American-made chatbots like ChatGPT and Microsoft’s Bing, these Chinese companies have been investing in their in-house AI capabilities for years, and are now pushing forward to create their own AI chatbot versions.
In China, regulators review all online content, including comments and search results, before posting to ensure it complies with a growing list of banned topics. Baidu, the Chinese Google has become adept at filtering content but faces a challenge in applying these constraints to an AI chatbot like ERNIE, which generates fresh content with each use. The ability of ChatGPT to create a sense of organic conversation by responding to each prompt is precisely what makes it so difficult to censor.
If Beijing’s worries about Ernie Bot’s unfiltered responses increase, Baidu may need to halt its operation shortly after its launch. Well, that time will tell! China’s tech giants have so far used their AI capabilities to develop less politically risky products like cloud services and driverless cars. Baidu’s launch of ERNIE Bot puts the company in a precarious position, particularly after a government crackdown on tech companies.
After years of regulatory scrutiny and a weakened economy due to COVID-19, the launch of ERNIE Bot could be a significant move for Baidu’s future growth.
Interesting read: Taboola’s AI Ad-Creation Tool in Beta Testing: Revolutionizing Ad Tech
The AI Search War: Microsoft & Google Compete for Search Engine Leadership
The swift ascent of ChatGPT, developed by OpenAI and supported by Microsoft, has caused a sensation worldwide with its capability to deliver rapid results. In fact, within just two months of its release, the app has garnered 100 million users, making it one of the quickest-growing applications globally.
Microsoft announced the launch of its latest AI product, a revised version of Bing-powered by a custom-made OpenAI language model that is designed specifically for search and is more powerful than ChatGPT. The tech company describes tools as an AI copilot for the web. The company will also be upgrading its Edge browser, bringing new features to the table.
The announcement from Microsoft arrives around the same time as Google’s announcement of Bard, its answer to ChatGPT. As ChatGPT posed a challenge to Google, the company responded with Bard. Microsoft has now entered the field with a cutting-edge search engine that utilizes artificial intelligence.
Interesting Read: Google’s BARD vs ChatGPT: Which AI Will Rule the Search Realm?
However, during its live demo, Google’s AI algorithm, Bard, made grotesque errors, resulting in a loss of $100 billion in market capitalization for its parent company. What precisely occurred to cause such significant damage to Google? Industry specialists have pointed to a mistake in the response given by the chatbot in Bard’s promotional material. This error happened in response to the query, “What new discoveries from the James Webb Space Telescope (JWST) can I tell my nine-year-old about?”
Bard’s response in the online demo includes an answer that states the telescope “took the very first pictures of a planet outside of our own solar system.”
The error was picked up by many astronomers including Grant Tremblay, an astrophysicist at the US Center for Astrophysics, who tweeted:
Not to be a ~well, actually~ jerk, and I'm sure Bard will be impressive, but for the record: JWST did not take "the very first image of a planet outside our solar system".
the first image was instead done by Chauvin et al. (2004) with the VLT/NACO using adaptive optics. https://t.co/bSBb5TOeUW pic.twitter.com/KnrZ1SSz7h
— Grant Tremblay (@astrogrant) February 7, 2023
The incident highlights the fierce competition between Google and Microsoft, as Bard was developed to rival Microsoft-backed ChatGPT. In less than a week, we witnessed the two big tech giants engage in all sorts of acrobatics to secure their positions and control the market as they compete to lead the next wave of AI-enhanced computing.
Who will win the AI-powered search/chat war?
Despite the fact that the market is still bullish on Google, experts believe they are still a few steps behind Microsoft, which has recently caught up to ChatGPT’s advances. Today, Microsoft stands ahead on the AI front. People are curious about the potential impact of large language models (LLMs) on search. Last week, Microsoft caused a sensation by integrating OpenAI’s technology into Bing search.
“First of all I have the greatest of admirations for Google and what they’ve done. They’re unbelievable with great talent. I have a lot of respect for Sundar Pichai and his team.I just want us to innovate. Today was the day when we brought some more competition to search. We’ve been at it, believe me, I’ve been at it for twenty years and I’ve been waiting for it.
But at the end of the day, they are the 800 pound gorilla on this which is what they are and I hope that with our innovation they will definitely want to come out and show that they can dance and I want people to know that we made them dance and I think that will be a great day.”
– Satya Nadella
Google’s recent actions certainly make it look like they are dancing. Despite their superior AI models and expertise, they have not effectively commercialized this technology due to a lack of a culture that supports innovation. However, the pressure from Microsoft and OpenAI is quickly transforming this situation.
The intense competition between the leading tech companies has been captivating to observe, with each company making impressive announcements in quick succession. Behind the scenes, there is a fierce battle being waged in the boardrooms of these tech giants. The heightened interest in the latest AI-powered version of Bing has resulted in high demand for the product, causing a waitlist to form for those eager to try it out.
Race to ace the AI-powered search industry
Google holds a dominant position in the global search market with a market share of over 93%, while Bing’s share is 3% in January, 2023. According to Microsoft Chief Financial Officer, Amy Hood, search advertising represents a significant portion of the digital advertising industry, accounting for an estimated 40% or $200 billion of the $500 billion market. The majority of these revenues are generated by Alphabet, which reported a total of $163 billion in search advertising last year.
Its business model revolves around advertising and search-based revenue, with roughly 60% of its income coming from Google Search. Microsoft announced the integration of ChatGPT into Bing sent Google into a state of emergency. A significant disruption to this income stream could have disastrous effects. The emergence of ChatGPT as an AI-powered alternative to search represents a potential threat to Google’s business.
Microsoft may be counting on its chatbot-powered information search to attract new users who could then use Bing for higher-value searches. This strategy may come at the cost of lower margins, at least until expenses can be reduced. However, it would only be justified if Microsoft can effectively challenge Google and gain a significant market share.
“for every 1 point of share gain in the search advertising market, it’s a $2 billion revenue opportunity for our advertising business.”
-Microsoft
Challenges for Google: Balancing Cost and Market Dominance
The shift to AI-based large-language models could also increase Google’s costs, in addition to the threat to its market share. A research note from Morgan Stanley analyst Brian Nowak, quoted by Barron’s, highlights the potential for increased costs for Google due to the shift towards AI-powered search queries. The note indicates that a 10% shift in queries to AI will result in a $1.2 billion increase in Google’s operating costs. If the shift were to reach 50%, expenses would grow by $6 billion and trim pretax profits by 6%. Nowak’s perspective is that AI-powered search queries will cost Alphabet roughly five times more than the current method.
The partnership between Microsoft and OpenAI presents a double challenge for Alphabet investors, as it could result in a loss of market share and increased costs. This comes at a time when Alphabet is already facing regulatory scrutiny over allegations of monopolistic practices and misinformation on its platforms. The Microsoft-OpenAI deal has the potential to add additional stress to the already challenging situation for Alphabet and its investors.
The current technology and business model that has produced consistent profits for 20 years may be challenging to let go of. However, CEO Sundar Pichai is determined to resolve this “innovator’s dilemma” and find the best solution. On the other hand, Microsoft CEO Satya Nadella is hoping that Bing will gain popularity as a search term before Pichai finds a solution.
Wrapping up
In light of the recent “Bard AI fiasco,” Alphabet CEO Sundar Pichai must swiftly resolve the “innovator’s dilemma” and find a suitable solution. Meanwhile, Microsoft CEO Satya Nadella has high hopes for Bing to establish itself as a popular search term before Pichai’s resolution. The pressure is on both tech leaders as they navigate the constantly evolving technology landscape and competition in the search engine market.
Microsoft is ready to reclaim its position at the forefront. Google, be prepared, as Microsoft takes the lead in this first round. Witnessing this AI search engine battle is going to be a lot of fun!
Interesting Read: Tête-à-Tête With ChatGPT- The Power Of AI
Google Prepares To Bring Privacy Sandbox Beta To Android
Google’s Privacy Sandbox features will start appearing on Android phones next year. The move will make it possible for stakeholders in the mobile advertising ecosystem to prepare for a future where targeting and attribution will be more restricted.
After developer previews of Privacy Sandbox for Android 13 have led to its entry into beta to allow developers to test “private advertising solutions on mobile”. Ad tech and app developers will be able to use this beta with privacy-preserving APIs that don’t share user data with third parties or use cross-party identifiers.
There’s rapid progress being made on the Android version of Privacy Sandbox. Upon the start of the beta, developers and ad tech companies will be able to test many Android privacy sandbox APIs – Topics, FLEDGE, attribution reporting, and SDK Runtime more seriously.
Interesting Read: Privacy Sandbox By Google Shows Backdoor To The Third-Party Cookies.
Testing API’s
The Chrome Privacy Sandbox is incubating, and testing the mobile app versions of the three ads-related APIs: Topics, FLEDGE, and the attribution API.
Topics are designed to preserve privacy while showing relevant content and ads, and FLEDGE allows for remarketing and custom audience use cases. Attribution API is readily comprehensible.
SDK(Software Development Kit) Runtime is unique to Android Privacy Sandbox. It provides enhanced safeguards and guarantees around user data collection. This is done through a modified execution environment which limits data access rights and the set of allowed permissions.
The SDK Runtime, which separates advertising SDKs included by applications, will have a closed beta for developers to test Runtime-enabled SDK distribution to select apps because of the coordination required to test the SDK Runtime.
According to Google’s current policy, developers of third-party SDKs, such as in-app measurement companies, can share the same permissions as Android app publishers. In the latest proposals, publisher partners submit their SDK, which Google reviews and then approves or rejects.
In a nutshell, ad tech companies and developers interested in testing the Android versions of Topics, FLEDGE, and the reporting attribution API must enroll and verify. As part of the beta early testers program, they will also have to fill out a form. However, SDK Runtime remains in closed beta for a select number of apps. The blog said,
“To utilize the Beta release, developers will need to compile their solutions with an API level 33 SDK extension update that is coming soon.”
How different is Google from Apple?
Despite the fact that Google seems like a more collaborative partner in mobile than Apple, there’s much debate about how the future of identity will unfold. Google has not yet announced a formal deadline for when Android AdID, the mobile equivalent of the cookie, will be deprecated. In contrast to Apple’s SKAD network, which advertisers and developers have found volatile and non-transparent, Google’s framework offers more granularity and capability to effectively measure and target ads.
Google plans to roll out the initial Privacy Sandbox Beta to Android 13 mobile devices in early 2023. It will “start with a small percentage of devices and increase over time.” During this time, developers will continue to get access to the latest features before they are released to the public. Google is working with ad tech and app developers offering advice to advertisers and publishers in the blog post,
“We’ve heard from many advertisers and publishers about the role they can play in testing these new technologies. For companies that rely on third party solutions for ad serving or ad measurement, we recommend working with your providers to understand their testing roadmaps and how you can participate in early testing of Privacy Sandbox.”
Interesting Read:Google Makes Final Settlement In Location Tracking By Paying USD 391 Million
Google Makes Final Settlement In Location Tracking By Paying USD 391 Million
Google has agreed to pay a historic $391.5 million settlement to 40 states in the U.S over its location tracking practices. Last month, Google paid $85 million to the state of Arizona to settle the claims that the tech giant illegally tracked the location of Android users.
It is alleged that Google misled users into thinking they had disabled location tracking while the company was still collecting their location data. Oregon and Washington jointly led the investigation, which marked the largest privacy settlement by an attorney general. Oregon Attorney General Rosenblum said in the news release,
“For years Google has prioritized profit over their users’ privacy. They have been crafty and deceptive. Consumers thought they had turned off their location tracking features on Google, but the company continued to secretly record their movements and use that information for advertisers.”
In a statement, Michigan-stated Attorney General Dana Nessel said,
“The company’s [Google] online reach enables it to target consumers without the consumer’s knowledge or permission. However, the transparency requirements of this settlement will ensure that Google not only makes users aware of how their location data is being used, but also how to change their account settings if they wish to disable location-related account settings, delete the data collected and set data retention limits.”
The settlement aims to help consumers navigate online spaces while protecting their privacy. Location data is a key part of Google’s digital advertising business. Google uses the personal and behavioral data it collects to build detailed user profiles and target ads on behalf of its advertising customers. Location data is among the most sensitive and valuable personal information Google collects. Even a limited amount of location data can expose a person’s identity and routines and can be used to infer personal details.
It was revealed in the settlement that Google misled its users into thinking they had disabled location tracking in their account settings, when in fact it was still collecting their location data. Google has also committed to improving location tracking disclosures and user controls in 2023 as part of the multimillion-dollar settlement with the AGs.
What the settlement requires Google to do?
The settlement requires Google to be more transparent with consumers about its practices. Google must:
– Show additional information to users whenever they turn a location-related account setting “on” or “off”;
– Make key information about location tracking unavoidable for users (i.e., not hidden); and
– Give users detailed information about the types of location data Google collects and how it’s used at an enhanced “Location Technologies” webpage.
The settlement also limits Google’s use and storage of certain types of location information and requires Google account controls to be more user-friendly.
What Google plans to do?
A Google blog post stated that some of the location tracking practices detailed in the settlement had already been corrected by the company.
Google spokesperson told TechCrunch, “Consistent with improvements we’ve made in recent years, we have settled this investigation which was based on outdated product policies that we changed years ago.”
Google said it will also start providing more “detailed” information about the data it collects tracking during the account setup process and is launching a new toggle to turn off and delete your location history and web and app activity “in one simple flow.”
Interesting Read: Google Rolls Out Advert Target Frequency For YouTube Campaigns
And Google Does It Again, Delays Phaseout of Third-Party Cookies
Advertisers and publishers can heave a sigh of relief as Google delays phasing out of third-party cookies in the second half of 2024. In light of the news, marketers, developers, and publishers will now be able to spend more time developing alternative privacy-preserving ad solutions. In spite of this, the industry feels the heat.
This is the second time Google pushed off the cookie demise. Previously, it extended the deadline to late 2023. However, Anthony Chavez, Google’s VP of the Privacy Sandbox, explained in a blog post that the decision is made based on feedback.
“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.”
Chrome plans to extend its Privacy Sandbox API testing timelines ahead of the death of cookies. Chavez said in the blog,
“This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.
The web developers already have access to these APIs, and the company will roll out the trials beginning in early August.
“The Privacy Sandbox trials will expand to millions of users globally, and we’ll gradually increase the trial population throughout the rest of the year and into 2023. Before users are added into the trials, they will be shown a prompt giving them the option to manage their participation. As the web community tests these APIs, we’ll continue to listen and respond to feedback.”
For those unfamiliar, the Privacy Sandbox is Google’s initiative that replaces third-party cookies as well as cross-site tracking identifiers, fingerprinting, and other covert techniques once privacy-conscious alternatives have been developed.
Global regulators -all eyes on Google
Google’s privacy protocols have been on the radar of the global regulators after the UK’s antitrust regulator, Competition and Markets Authority (CMA) launched an investigation into the company’s cookieless solutions for the future. While the CMA accepted revised commitments from Google, it pledged not to remove third-party cookies until it was satisfied that its competition concerns had been addressed.
The ad industry’s and CMA’s main concern is that Google should not dominate the digital advertising space if other companies do not have access to third-party cookies. Hence, Google pledged not to give preference to its own adtech after cookie deprecation and work fairly with its competitors.
With the cookie phase-out announcement, companies are already involved in developing alternate solutions like data clean rooms, independent web IDs, and more. This further delay will give them additional time to prepare, test, and adapt new solutions. Brands can utilize this time wisely. They can explore as well as evolve their data and tech strategies to prepare for a cookieless future.
Is Google Joining The ONDC Bandwagon With Paytm And PhonePe In The Race?
Amazon and Flipkart are a duopoly in India’s e-commerce. The Department for Promotion of Industry and Internal Trade (DPIIT) conceptualized the Open Network for Digital Commerce (ONDC), to democratize digital commerce and move it away from platform-centric models.
Google is reported to be interested in joining the ONDC network in order to expand its reach in India, including search and payments. The rivals of Google Pay, Paytm and PhonePe, have come on board and are working on ways to incorporate the network into their platforms.
According to reports, India’s Open Network for Digital Commerce (ONDC) was soft-launched late last month as the government challenged Amazon and Walmart’s dominance in the fast-growing e-commerce business.
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Will Google be able to make a mark in the Indian Ecommerce Industry?
Google has a strong presence in a number of segments, including search, payments, workspace, entertainment, app store hosting, mobile UI, and even hardware. However, not eCommerce per se. Google’s talks follow the success of its payments business because of the government’s initiative for financial transactions, the Unified Payments Interface.
The search giant has been upfront about its desire to work primarily with Indian SMBs (small and medium businesses) and has launched several search and discovery features. A Google spokesperson commented referring to the payment service,
“We remain committed to focus on the enablement of small and medium businesses to leverage digital for deeper discovery and payments capabilities with Google Pay.”
It also has the Google My Business initiative, which offers businesses the ability to profile themselves, launch advertisements, manage their workspaces with G Suite, and accept payments via GPay. Google hardly monetizes its “shopping” tab the right way inspite of its wide global reach. A Google shopping business operates solely as an online listing aggregator. It does not handle any order fulfillment, such as shipping, as do companies like Amazon.
Google is in talks with the Indian authority to connect ONDC but declined to comment. It is yet to determine how it can contribute to the ONDC eCommerce journey but is likely to concentrate on the discovery end of the network.
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What is ONDC and how does it work?
eCommerce in India is set to reach $200 Bn by 2026 with the rise of digital infrastructure. Also, India is also home to the third largest online shopper base of 140 m. These numbers prove that Indians are gradually inclined toward online shopping and eCommerce is booming.
The government wants to level the playing field for sellers who wish to list their products online by reducing the cost of doing business. ONDC aims at connecting 30 million sellers and 10 million merchants online by August, covering at least 100 cities and towns.
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