Google’s First-Party Data Magic

Plus, 🛍️ Gen Z and Mobile Shopping Drive Holiday Trends

August 29, 2024


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FIRST PARTY DATA

💪 Strengthen Your First-Party Data Strategy with New Google Tools
Insights from Google

Building a strong first-party data strategy is increasingly important as digital privacy regulations evolve. Google has introduced two new tools to help advertisers effectively manage consent and ensure accurate data measurement:

The Scoop:

1. Tag Diagnostics: Available within Google Tag Manager, Google Ads, and Google Analytics, this tool provides real-time insights into your tags’ health, alerting you to potential issues like missing tags or misconfigured commands. It offers guidance to fix these issues, ensuring your first-party data is correctly tracked and used.

2. Simplified Consent Management Setup: Google has launched a streamlined solution that integrates directly with several Consent Management Platform (CMP) partners. This integration simplifies the creation and deployment of consent banners and the implementation of consent mode. The setup is designed to foster trust and transparency with European Economic Area (EEA) users. The new integrated CMP setup offers:

  • In-Product Guidance: Clear instructions tailored to your specific setup.

  • CMP Integration: Seamless connection with CMP providers like consentmanager, Cookiebot by Usercentrics, iubenda, and Usercentrics.

  • Simplified Banner Installation: Easy installation of consent banners through Google Tag Manager with just a few clicks.

These tools will be rolled out gradually over the next few weeks, and are part of Google’s ongoing commitment to helping advertisers thrive in a first-party data-centric world. They allow you to effectively gather, understand, and activate customer data, building a foundation for future growth in a privacy-conscious environment.

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CONSUMER TRENDS

🛍️ Gen Z and Mobile Shopping Drive Holiday Trends
Insights from Retail Dive

holiday shopping is undergoing significant changes, driven by the increasing influence of Gen Z and the dominance of mobile devices. As more consumers, particularly younger ones, turn to social media platforms for their holiday purchases, and mobile shopping continues to outpace desktop sales, retailers must adapt their strategies to meet these evolving consumer behaviors. 

The Scoop:

  • Shopping Preferences: 42% of Gen Z shoppers plan to purchase holiday gifts directly through social media platforms, surpassing millennials (26%), Gen Xers (15%), and baby boomers (6%).

  • Platform Popularity: Instagram leads with 57% of respondents using it for holiday shopping, followed closely by Facebook (56%), TikTok (43%), and YouTube (38%).

  • Significant Growth: Mobile devices are projected to account for 53% of all online holiday sales, a rise from 47.7% earlier in 2024, signaling a shift toward smaller screens.

  • Sector-Specific Trends: Personal care items lead mobile sales (77%), followed by groceries (68.2%) and apparel (60.8%).

  • Sales Patterns: Mobile shopping has grown 10.2% year over year, reaching $280.4 billion between January and July 2024. The holiday season is expected to further boost mobile sales, potentially exceeding desktop sales consistently into 2025.

The shift in consumer behavior highlights the need for retailers to enhance their mobile shopping experiences and leverage social media platforms to engage Gen Z consumers during the holiday season.

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🧻Instagram is rolling out a new feature allowing users to comment directly on Stories, visible to all viewers of that Story to boost engagement, with comments displayed at the bottom of the Story frame. 

🪡Threads is enhancing its fediverse integration, enabling interactions from other servers to be visible on the platform. Through the ActivityPub protocol, Threads supports cross-platform content sharing, offering users greater control over their social media presence.


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