Online Media’s New Vulnerability Is a Selling Point for Out-of-Home Advertising

Google introduces new data policy changes.

Google recently announced updates to its Chrome browser that will severely limit the ability for third parties to track “cookies” – the most common method online advertisers use to digitally track user behavior across websites. Chrome will now enable its users to clearly view which sites set cookies and to remove those third-party cookies, as desired.

Google’s announced changes will limit advertisers’ ability to target and retarget individuals based on demographic factors.

 

Why the new Chrome updates will help OOH grow its market share.

Since out-of-home audiences are physically present in the asset’s vicinity, OOH will be better positioned to capture regional and local advertising business for clients seeking location-based targeting.

Finally, without the use of third-party cookies, advertisers will have difficulty tracking user activity across the Internet. This would lead to less effective online attribution and tracking, which in turn will make it more difficult to quantify online advertising ROI.

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