A marketer advertises in many markets around the world, including Germany and France. They've started running YouTube and Search campaigns with Google, and they measure online conversions. What three things should this marketer know about the impact of regulatory changes on measurement and audiences for their business? Select three.
All remarketing capabilities for advertisers will be impacted and lost due to compliance with regulatory changes.
The quality of conversion modeling will be impacted across existing modeled conversions for the Safari browser.
All types of conversion measurement solutions will be impacted and lost because of regulatory changes.
Remarketing in DV360 and GDA will be impacted and integrated with the Privacy Sandbox for re-engagement when Google tags are used.
Explanation
Regulatory changes and browser privacy updates are fundamentally altering digital advertising by limiting the use of third-party cookies. This impacts how advertisers measure conversions and reach audiences.
Analysis of Correct Answer(s)
-
The quality of conversion modeling will be impacted across existing modeled conversions for the Safari browser.
- Browsers like Safari, with its Intelligent Tracking Prevention (ITP), already restrict third-party cookies. This reduces directly observable data. Google uses conversion modeling to fill these measurement gaps. As regulatory and browser policies become stricter, the amount of observable data decreases, which directly impacts the inputs and thus the quality of these models.
-
Remarketing in DV360 and GDA will be impacted and integrated with the Privacy Sandbox for re-engagement when Google tags are used.
- Traditional remarketing on the Google Display Network (GDN/GDA) and DV360 relies heavily on third-party cookies. With their deprecation, these capabilities are being re-engineered. The Privacy Sandbox is Google's initiative to create new technologies for core advertising functions, like re-engagement, in a privacy-preserving way. Therefore, remarketing will not disappear but will be impacted and integrated with these new solutions.
Analysis of Incorrect Options
- The other two options are incorrect because they use absolute and definitive terms like "all" and "lost". This is a common pattern for incorrect answers in certification exams.
- Conversion measurement solutions are not completely lost. They are evolving. Solutions like Enhanced Conversions, server-side tagging, and Consent Mode are designed to help advertisers measure performance accurately while respecting user privacy.
- Remarketing capabilities are not entirely lost. They are changing. Advertisers will shift to privacy-safe alternatives, including first-party data strategies and Privacy Sandbox technologies.