Consumers are asking for more transparency and greater control over how their data is being used. Existing technologies like third-party cookies are being replaced by privacy-preserving ones. New regulations are either in active development or going into effect across the globe.

These major industry shifts are happening in tandem with the acceleration of AI-powered technologies, unlocking new capabilities for marketers and opportunities to ‘do marketing differently’.

All of these things will further influence the way digital marketing works. It will change how marketers reach audiences online and measure their digital marketing activities with Google. It’s important for advertisers to have a clear roadmap, plan and timeline in place, with a clear set of actions and agreed owners.

“For a number of years, the industry narrative has focused on privacy recommendations and best practice but that was an unrealized performance gain; that action didn’t have any consequence,” explains Adam Taylor, UK privacy lead at Google. “2024 is the year where the rubber hits the road and action is required to prevent consequences. Those who are prepared are well positioned to get ahead, but for those who aren’t, it’s not too late to benefit from it.”

Dive in to explore the Ready. Set. Grow resources to help you and your team navigate the essential steps you need to do, when and why.