Insights
Research and practical guidance for making better digital marketing decisions.
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Retargeting normally depends on online tracking, identifiers and profiling, so marketers must assess both ePrivacy/cookie requirements and GDPR obligations. In Ireland, non-essential tracking technologies generally require valid consent; organisations also need transparent notices, data minimisation, appropriate processor arrangements, secure audience handling and a clear way for people to withdraw or object.
Google Partner status indicates that a participating company meets current programme requirements relating to performance, spend and certifications. Premier Partner status is awarded annually to companies in the top tier of participating partners within a country, based on additional factors. The badge is a useful credential but not a guarantee of campaign performance, strategic fit or client outcomes.
Performance Max is a goal-based campaign type that uses Google AI across bidding, budget, audiences, creative and attribution to access inventory across Google channels. It can complement Search and other campaign types, but it reduces some channel-level control and depends heavily on conversion quality, creative inputs, feed quality and account governance. The right choice depends on the objective and evidence—not on a universal claim that one campaign type is better.
Display measurement must separate delivery, viewability, engagement, attributed conversion and incremental effect. View-through conversions can reveal a relationship between an impression and a later action, but the result depends on eligibility rules, identity signals and conversion windows and does not prove causation.
Conversion funnel optimisation examines how people move from discovery through evaluation and action, identifies where the experience fails to answer a need or creates friction and tests changes against a defined outcome. It should not focus only on button colour or the last page: traffic quality, message, trust, accessibility, form design, follow-up and measurement all affect performance.
Chrome did not proceed with a new standalone third-party-cookie choice prompt and continues to give users control through browser settings. In October 2025, Google announced that several Privacy Sandbox technologies would be retired while others would remain. Marketers should therefore avoid building strategy around one replacement API and instead prioritise valid consent, first-party relationships, contextual relevance, platform diversification, sound measurement and data minimisation.
Chrome ad filtering in 2018 was a historical response to intrusive formats, not a recent update or universal ad blocker. The lasting lesson is to treat advertising quality as a user-experience system: recognisable ads, controlled density, stable pages, accessible controls and measurement beyond raw impressions.
YouTube advertising performance depends on matching the campaign objective, format, audience and creative to a defined outcome. Build for the placement, supply suitable asset variations, validate conversion measurement, control exclusions and frequency where available, and optimise for incremental business value rather than a volatile platform audience statistic.
