{"id":1871,"date":"2020-12-08T12:27:09","date_gmt":"2020-12-08T11:27:09","guid":{"rendered":"https:\/\/schibstedforbusiness.com\/no\/?p=1871"},"modified":"2021-12-08T10:09:16","modified_gmt":"2021-12-08T09:09:16","slug":"google","status":"publish","type":"post","link":"https:\/\/schibstedforbusiness.com\/no\/google\/","title":{"rendered":"N\u00e5r Google lukker kakeboksen m\u00e5 vi bake selv"},"content":{"rendered":"

Vi n\u00e6rmer oss slutten p\u00e5 et ekstraordin\u00e6rt \u00e5r preget av berg og daler. At annonsebransjen har f\u00e5tt kjenne virusets ringvirkninger i lommeboken er for lengst kjent. Og mine tanker g\u00e5r fortsatt til alle som jobber i bransjer som har m\u00e5ttet sette businessen p\u00e5 hold, mens de venter p\u00e5 at smitten skal g\u00e5 ned \u2013 og reglene mykes opp.<\/p>\n

Men det er ogs\u00e5 flere bransjer som gj\u00f8r det sv\u00e6rt godt. Det har bidratt til at de digitale annonseinntektene er i ferd med \u00e5 returnere til det niv\u00e5et vi var p\u00e5 f\u00f8r Covid-19, og det gir oss grunn til \u00e5 v\u00e6re digitalt optimistiske.<\/p>\n

Vil ikke st\u00f8tte tredjeparts cookies i Chrome-nettleseren<\/strong><\/h3>\n

I januar i \u00e5r besluttet Google at de fra 2022 ikke lenger vil st\u00f8tte tredjeparts cookies i Chrome-nettleseren. Eller for \u00e5 si det p\u00e5 den enkle m\u00e5ten: Annons\u00f8rer vil ikke lenger kunne kj\u00f8re m\u00e5lrettede annonser programmatisk. Budskap vil ikke kunne styres p\u00e5 tvers av publisister, og brukerne vil ikke gjenkjennes p\u00e5 tvers av publisister. Effektivitetsgevinsten ved digital annonsering forsvinner rett og slett.<\/p>\n

Det kan vi ikke sitte stille og se p\u00e5. Om Google lukker \u201ckakeboksen\u201d, m\u00e5 vi brette opp ermene og bake selv. Heldigvis har vi f\u00f8rsteklasses ingredienser i v\u00e5re merkevarer \u2013 koblet med at brukerne logger inn. Det gir oss verdifull f\u00f8rstepartsdata, og det er nettopp her l\u00f8sningen ligger.<\/p>\n

Vi vet hvem brukerne p\u00e5 v\u00e5re siter er, og brukerne kan fortsatt f\u00e5 relevant informasjon og reklame, fremfor \u00e5 bli spammet med alt som ikke er relevant for dem.<\/p>\n

I tillegg har vi streng kontroll og gode systemer for datah\u00e5ndtering utifra et personvernperspektiv, som er ekstremt viktig for \u00e5 lykkes. Her samarbeider vi ogs\u00e5 tett med b\u00e5de MBL og regulatoriske myndigheter.<\/p>\n

\u00c5 ha en langsiktig datastrategi for \u00e5 f\u00e5 brukerne til \u00e5 logge inn er selvsagt ikke nytt. Akt\u00f8rer som Amazon, Facebook og Google har v\u00e6rt her siden f\u00f8dselen. Vi blomstrer noe senere, men vi begynner allerede \u00e5 f\u00e5 en rik flora: Som den st\u00f8rste publisisten i Norden har vi allerede to millioner innloggede brukere hver eneste dag.<\/p>\nLink text<\/a>\n

Felles datastrategi<\/strong><\/h3>\n

Schibsted har i dag en felles datastrategi, som g\u00e5r p\u00e5 tvers av b\u00e5de merkevarer og land. Dette er h\u00f8yt prioritert i hele konsernet. Skal vi m\u00f8te utfordringene og gj\u00f8re disse til en styrke og mulighet for oss, s\u00e5 er vi n\u00f8dt til \u00e5 samle oss. Det inkluderer trygg prosessering og oppbevaring av data.<\/p>\n

Det er mye som tyder p\u00e5 at vi er p\u00e5 god vei, og at de felles tiltakene vi har satt igang ogs\u00e5 vil \u00f8ke til \u00e5 \u00f8ke innloggingen ytterligere i tiden fremover. I tillegg ligger det fremover store muligheter for \u00e5 samarbeide med norske annons\u00f8rer om bruk av deres data, opp mot v\u00e5re.<\/p>\n

Resultatet av alt dette blir at vi fortsatt kan bygge nye produkter, og m\u00e5lrette innhold fra annons\u00f8rer, ut til brukere, p\u00e5 en trygg og relevant m\u00e5te. Det er trippel vinn!<\/strong><\/p>\n

Bare i l\u00f8pet av det siste \u00e5ret har vi lansert flere nye annonseprodukter, som styrker denne effekten.<\/p>\n

Denne uken lanserte vi \u201ckeyword matching\u201d, som gir annons\u00f8rer muligheten til \u00e5 annonsere i en redaksjonell kontekst. I f\u00f8lge en ny unders\u00f8kelse utf\u00f8rt av IAB, sier forbrukere at tilliten deres til en merkevare \u00f8ker dersom de annonserer i konteksten av nyheter, s\u00e5 vi er spente p\u00e5 hvordan dette vil sl\u00e5 ut i markedet. Testresultatene lover godt.<\/p>\n

Annonsemarkedet er uforutsigbart<\/strong><\/h3>\n

Vi har noen krevende m\u00e5neder bak oss. Mange i bransjen har hatt, og har, det skikkelig t\u00f8ft. Men la oss for en gang skyld i \u00e5r klappe oss litt p\u00e5 skulderen, og anerkjenne det fremoverrettede arbeidet som gj\u00f8res hos b\u00e5de publisister og annons\u00f8rer hver eneste dag. For markedet ligger langt fra brakk.<\/p>\n","protected":false},"excerpt":{"rendered":"

Vi n\u00e6rmer oss slutten p\u00e5 et ekstraordin\u00e6rt \u00e5r preget av berg og daler. At annonsebransjen har f\u00e5tt kjenne virusets ringvirkninger i lommeboken er for lengst kjent. Og mine tanker g\u00e5r fortsatt til alle som jobber i bransjer som har m\u00e5ttet sette businessen p\u00e5 hold, mens de venter p\u00e5 at smitten skal g\u00e5 ned \u2013 og […]<\/p>\n","protected":false},"author":1,"featured_media":1874,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nN\u00e5r Google lukker kakeboksen m\u00e5 vi bake selv - Schibsted for Business<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/schibstedforbusiness.com\/no\/google\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"N\u00e5r Google lukker kakeboksen m\u00e5 vi bake selv - Schibsted for Business\" \/>\n<meta property=\"og:description\" content=\"Vi n\u00e6rmer oss slutten p\u00e5 et ekstraordin\u00e6rt \u00e5r preget av berg og daler. 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