Amid rapid digitalization, concerns over online personal data collection have accelerated privacy protection efforts. Third-party cookie regulations, particularly, will significantly impact digital advertising, driving active development of replacement technologies. "Privacy Sandbox" and "Universal ID/Common ID" are among these alternatives. Understanding these trending terms helps you quickly grasp societal needs and business challenges. This article highlights five trending keywords currently generating discussion.
Google's Proposed Third-Party Cookie Alternative: "Privacy Sandbox"
"Privacy Sandbox" refers to a new concept proposed by Google as an alternative to third-party cookies. It aims to maximize advertising effectiveness by replacing tracking and ad performance measurement—previously achieved through cookies—with other methods, while also protecting user privacy. Although collectively called "Privacy Sandbox," it encompasses various technologies, with different functionalities per API. For example, the Topics API, expected to replace targeting, delivers digital ads based on high-interest topics selected from a user's browsing history. However, it prevents third-party access by performing topic selection solely on the user's device. Over 30 other technologies have already been proposed, making it difficult to grasp all the details. Advertisers and agencies will likely need to collaborate to adapt.
Articles related to the Privacy Sandbox covered in Dentsu-ho can be found here
Could it be the trump card for cookie regulation countermeasures? "Universal ID/Common ID"
Another countermeasure for cookie regulations is the "Universal ID/Common ID." This solution generates a user identifier to replace third-party cookies. Designed to remain consistent over time, it enables tracking user behavior and interests long-term. "Universal ID/Common ID" further divides into two types: "Confirmed ID" and "Estimated ID." "Confirmed ID" is generated based on confirmed data like email addresses obtained with user consent. Its key feature is high accuracy due to using confirmed data as the key. On the other hand, an "Estimated ID" is an ID assigned to users exhibiting similar behavior patterns, based on multiple non-personally identifiable information such as user actions and device type. Its advantage lies in the ability to secure a large volume of such IDs. Multiple companies are developing these solutions, and they are beginning to be utilized in the digital advertising industry, though challenges remain regarding their versatility. We should keep an eye on future developments.
Articles related to Universal ID/Common ID covered in Dentsu-ho can be found here
Toward the Post-Cookie Era.ContextualAdvertisingGains Renewed Attention
Contextual advertising is also one alternative to third-party cookies. It refers to a method that analyzes text and images within web pages to display ads aligned with the article's context. While not a novel concept, it is gaining renewed attention as targeting ads using cookies is expected to become more challenging. It can also be seen as a return to traditional advertising methods that appeal to the "surface" of web pages, videos, and apps, rather than ads targeting specific individuals. Contextual advertising is also considered beneficial for branding, as it can avoid issues like the mass display of retargeting ads on pages with low relevance to the ad content. Recently, advancements in AI technology for analyzing page content have improved accuracy, enabling more appropriate ad delivery. Why not consider utilizing it as a concrete countermeasure to cookie regulations?
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Are They Really Effective for Boosting Impressions?The Hidden Issues with"1-Second Videos"
"One-second videos" refer to extremely short clips, typically around one second long, that are increasingly being posted on social media platforms like X (formerly Twitter). Some users believe attaching these "one-second videos" alongside regular posts is an effective way to boost view counts, leading to their widespread adoption. However, there has been no official statement from social media platforms confirming whether this tactic actually works within their algorithms, leaving its effectiveness unclear. Social media-related "hacks" like "1-second videos" periodically gain attention. While they might offer temporary benefits, relying on such superficial impression-boosting tactics risks damaging user perception and harming brand value. Platforms could also implement countermeasures. When marketing via social media, caution is advised against casually adopting such methods.
Articles related to 1-second videos covered by Dentsu-ho are here
Escaping Smartphone Addiction?What Arethe"Dumb Phones"Captivating U.S. Gen Z?
Going against the trend of increasingly powerful smartphones, "dumb phones" are gaining popularity among America's Gen Z. While some models can connect to the internet, they primarily refer to mobile phones equipped only with basic functions like calls and messaging. In that sense, they could be considered simpler than feature phones. Originally targeting middle-aged and older adults, dumb phones unexpectedly resonated with Gen Z's desire for social media fatigue relief, digital detox, and nostalgic consumption. Their appeal lies partly in privacy protection: they lack social media apps that collect personal data and don't support registering credit cards or other sensitive information. This trend might gain traction in Japan too. Watch this space.
This month, we focused on keywords related to privacy protection to prepare for the arrival of the cookie-free era. The backdrop to increasing regulations is a shift in people's awareness regarding the handling of personal information online, including digital advertising and social media. The trend toward "dumb phones" with minimal functionality can also be seen as one manifestation of this change. If you are considering marketing or branding that aligns with these user mindsets and new values, please feel free to reach out to us.
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