A stylish new “My Ad Center” gives consumers control over which companies and topics they want, as well as how much customization they are okay with for their ad personalization, amid the ongoing privacy issue. The new My Ad Center interface or the ad itself both offer access to these customization possibilities. Users now have control over the algorithm thanks to the feature, which experts in the field agree is a smart step by the tech giant to ease privacy worries.
However, advertisers are interested in how the technology will affect digital advertising. The ‘My Ad Center’ appears to be a powerful move from Google on the broader privacy control issue, says Abbhishek Chadha, Senior VP (North & East) at Interactive Avenues, a Reprise Network Company. Customers’ experiences will be improved by having the option to select the brands and topics that are most relevant to them. Additionally, this will provide bad feedback to users with the deprecation of 3P cookies.
According to Chadha, the main difference will be the enlarged controls that will have transparency elements exposing which brands have paid for the ad and what group Google has bucketed them to target as-with an option offered to adjust those parameters, again improving 1P data on the user. He stated that a small proportion of customers who are extremely concerned about their data may fully deactivate the tool. More personalisation, improved ad encounters, and a greater ROI will all have long-term net positive effects for advertisers.
From a different angle, Global CEO & Co-Founder, GOZOOP Group, Ahmed Aftab Naqvi, said the cookie and mobile-based identifiers will make it challenging to scale back up to existing levels. However, the new approach will improve and be more adapted to KPI delivery in situations where consumers themselves state their brand and category preferences.
According to Executive Director of Everest Brands Solution, Rahul Vengalil, the new ad centre function is a two-edged sword for advertisers. Google has given users the choice to regulate the kinds of advertisements and the sensitivity surrounding the material. People customising the same is the first big issue he perceives. The majority of consumers think in binary terms. Either agree or disagree. Only clients who have advanced will enthusiastically customise, he says.
The other significant difficulty, in his opinion, is that various consumers would require various brands or services at various times. Let’s use the example of a person who wants to purchase an automobile. Today, this person may decide to view automobile advertisements. Once the car is purchased, this category is no longer applicable for at least the next five years. This implies that the setting needs to be changed once more, either at the ad centre or whenever a fresh advertisement is displayed. This is too complicated for a layperson, Vengalil continued.
In the short term, the efficacy of advertisements will increase from the perspective of advertisers if this occurs. However, he went on to say that there might be a long-term decline in engagement for products requiring high levels of commitment, such as cars, houses, or white goods. The intention is excellent, but he is unsure of how many obstacles customers, brands, and Google will face with this account, Vengalil says. According to brand consultant Abhimanyu Mishra from Brandfizz, given the prevalance of Google advertisements, this is undoubtedly wonderful news for consumers who have become more and more sensitive with their privacy, but it is far more complicated when it comes to marketers, be it the brands themselves or the channels they are promoting on.
