Category: AI Impact

Posted on

Starting Today 2-15-25 Google Starts Digital Fingerprinting

Fingerprints

Today is the rollout day for Google’s new tracking method that you cannot opt out of called Digital Fingerprinting.

Cookies don’t matter anymore. Now, Google is collecting the following information for use with advertising on its Google Ads platform and across all its properties and partner properties on the web.

Unique Signals Make Your Fingerprint

Google now records the following on you in order to create a unique digital ID of your online use and behavior that can be targeted with Google Ads advertising.

  1. IP address
  2. Device’s unique signature.
  3. Operating system and version
  4. Browser type used
  5. Battery level
  6. Language
  7. Screen resolution and screen size
  8. Keyboard plugins
  9. Network information
  10. User behavior online
  11. Device model and make
  12. Supported fonts
  13. User agent string
  14. Time zone
  15. Http headers
  16. Behavior data including mouse movements
  17. Typing patterns
  18. WebGL (Web Graphic Library) a JavaScript API that renders interactive visuals in a browser
  19. Device hardware information and configuration
  20. Graphics card details
  21. Other numerous signals

What Are the Experts Saying?

Other websites have stated that Google is collecting hundreds of data points including those mentioned above that are used to create a cross network digital ID that identifies your activity for targeting. I have not seen that this digital ID is matched to you as a known person, but that cannot be ruled out at this time.

What I do see is that all this collected information is used to create a unique profile that Google can then leverage in their advertising to make granular decision on who to target for remarketing, content advertising, and smart connected TV advertising.

Many privacy professionals and countries have expressed growing concern over this new tracking tactic and are posting complaints about this change. Of important note is that a user simply cannot opt out or control what data is being collected. This new tracking method is not like a cookie tracking. The end use does not have the ability to control or opt out of the information collection.

Below are a few comments from important agencies.

“The UK’s Information Commissioner’s Office (ICO) has called Google’s policy change to use digital fingerprinting “irresponsible”. The ICO says that fingerprinting is an unfair way to track users and reduces their control over their information.” Read more.

Regulators and privacy advocates have long warned the marketplace of the privacy dangers of fingerprinting techniques. For example, in 2015 the World Wide Web Consortium (W3C) came out strongly against fingerprinting, calling it a “blatant violation of the human right to privacy.” Read more.

“By allowing fingerprinting, Google has given itself – and the advertising industry it dominates – permission to use a form of tracking that people can’t do much to stop,” said Martin Thomson, distinguished engineer at Mozilla, a rival to Google.” Read more in this BBC article.

Our Take on Digital Fingerprinting

Of specific concern to our team at McCord Web Services is a  user’s inability to review the tracked data, to opt out, or to have data removed. These new tracking signals are not like browser cookies.

For advertisers on Google Ads, a digital fingerprint is maybe great news. A digital fingerprint allows for more robust tracking and therefore better ad targeting which may drive more targeted conversions.

We do expect more states, countries, and agencies to weigh in on this important topic that impacts a consumer’s privacy in the weeks to months to come.

What Can You Do Now?

You can add the WebGL Defender extension to your browser for now to capture a degree of privacy. This extension works for me in Edge and Firefox. The extension thwarts tracking by generating a fake response for the tracking in the WebGL category which may to a degree thwart the fingerprinting.

However, as the WebGL is a JavaScript library, some websites have not worked for me (GoDaddy is one of them), as it perceives that JavaScript is off.

Be aware that Google has already stated that JavaScript must be turned on to use the Google.com search engine as of February 15th. Read this article on that topic.

As more information becomes clear, we will keep you updated on this important change.

To find out more about McCord Web Services and what we do, please visit our website at McCordWeb.com.

Posted on

AI and PPC: The Evolution of Advertising Strategies

AI's Impact on PPC Marketing Strategies and Google Ads

Pay-per-click (PPC) advertising has always been a dynamic field, constantly evolving with the introduction of new technologies and strategies. One of the most transformative forces in this space is artificial intelligence (AI). From keyword targeting to ad copy generation, AI is set to revolutionize how we approach PPC campaigns. In this blog post, we’ll explore the key ways in which AI will reshape PPC advertising, making it more effective and accessible for digital marketers, PPC specialists, and small business owners alike.

Refining Keyword Targeting

One of the most significant impacts AI will have on PPC is in the realm of keyword targeting. Traditionally, advertisers have relied on precise match keywords to ensure their ads reach the right audience. However, this approach often limits reach and can be costly. As AI technology becomes more advanced, it’s capable of refining broad match keyword targeting, making it more relevant and reducing the cost per click (CPC) for advertisers.

Moving to Broad Match Keywords

AI algorithms can analyze vast amounts of data to understand user intent better, allowing for more accurate broad match keyword targeting. This means that ads are more likely to be shown to users who are genuinely interested in the product or service being advertised, even if their search query doesn’t exactly match the keywords. Over time, this could lead to lower CPC and higher return on investment (ROI) for advertisers.

AI-Controlled Auction Time Bidding

While AI-controlled auction time bidding can optimize ad placements and improve budget efficiency, it also comes with potential pitfalls. Without proper oversight, it can artificially inflate the cost per acquisition (CPA), leading to skyrocketing expenses without a corresponding increase in conversions.

The Importance of Oversight

AI algorithms are designed to learn and adapt over time, but they still require human oversight to ensure they are making decisions that align with business goals. PPC specialists will play a crucial role in guiding AI decision-making to prevent inflated CPAs and maintain a balanced budget.

AI-Generated Content and Shopper Decision-Making

AI-generated content is another area where AI will have a profound impact on PPC advertising. As technology advances, AI can create more sophisticated, personalized ad copy that resonates with the target audience, thereby influencing shopper decision-making in a positive way.

Personalized Ad Copy

AI can analyze user data to generate customized ad copy that speaks directly to the needs and preferences of individual users. This level of personalization can lead to higher engagement rates and improved conversion rates, making PPC campaigns more effective. We believe AI-generated content will become increasingly sophisticated, allowing for highly personalized ad copy that will significantly impact shopper decision-making.

Smart Automation Tools

Smart automation tools powered by AI will continue to evolve, reducing the manual effort required in managing PPC campaigns. This will make PPC advertising more accessible for small business owners who may not have the resources to hire dedicated PPC specialists.

Accessible PPC for Small Businesses

AI-powered automation tools can handle tasks such as keyword research, bid management, and performance analysis, freeing up time for small business owners to focus on other aspects of their business. This democratization of PPC advertising will enable more small businesses to compete in the digital marketplace.

Preventing Click Fraud

Click fraud is a significant concern in PPC advertising, as it can drain budgets and reduce ROI. AI will play a crucial role in preventing click fraud by analyzing patterns and identifying fraudulent activity in real-time.

Ensuring Genuine Engagement

AI algorithms can detect and filter out suspicious clicks, ensuring that ad spend is directed towards genuine potential customers. This will help maintain the integrity of PPC campaigns and improve overall effectiveness.

The Evolving Role of PPC Specialists

As AI continues to advance, the role of PPC specialists will also evolve. While AI can handle many aspects of PPC management, human expertise will still be essential for strategic decision-making and oversight.

Guiding AI Decision-Making

PPC specialists will need to stay updated on the latest AI technologies and best practices to effectively guide AI decision-making. By combining AI capabilities with human expertise, PPC specialists can create highly effective and efficient campaigns.

Summing Up AI’s Impact on PPC Marketing Strategy

The future of PPC advertising is undoubtedly intertwined with the advancements in AI technology. From refining keyword targeting to generating personalized ad copy, AI is set to revolutionize how we approach PPC campaigns. As AI continues to evolve, digital marketers, PPC specialists, and small business owners must stay informed and adapt to leverage these advancements effectively.

By embracing AI and integrating it into their PPC strategies, businesses can achieve greater efficiency, improved ROI, and a competitive edge in the digital marketplace. The key will be to balance AI’s capabilities with human oversight and expertise, ensuring that AI-driven decisions align with overall business goals.

Ready to explore the future of PPC advertising with AI? Contact us your small business advertising specialists and improve your advertising strategy today.