Key web vatals cannot take a back seat because cookies have been phased out

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This post was written by Sam Robson, Managing Director of Viewers at Future PLC

Everyone in the digital advertising ecosystem knows that cookies are active Life support. Publishers, already facing an incredibly competitive market, spent a lot of time exploring options to maintain advertising revenue as soon as their audience packaged and smashed cookies.

Of course, it is possible to place ads in front of consumers if you have traffic to your site, and if a publisher loses an audience, this is a problem that even an alternate identifier cannot solve.

That exact scene could be due to another blur in the digital media business Google. The main web, Which is Google’s metric for measuring a positive user experience, is likely to have a huge impact on search engine rankings. Of course, any major change in search results is likely to update the traffic strategy and most consumers find their content in the best content (and advertisers find their way to consumers).

Although only Google Rollout delayed With this page experience initiative, publishers are investing heavily in CWV preparation. The delay gives advertisers, who seem to be focusing on missing cookies, time to educate themselves about the importance of CWV for their campaign efforts. Advertisers who fail to understand the importance of CWV may dump their ad dollars on sites with low advertising or go out of their way to run their ads in the worst case scenario.

What are Core Web Vitals?

Google’s CWV reports Based on three metrics:

  • LCP (The biggest material color): This is a measure of the time it takes to present the largest content element (usually an image or video) that appears in the load metric viewport, when the user requests the URL.
  • FID (First input delay): Interactive measurement, FID is the time the browser responds when a user interacts on a page (by clicking, tapping a button, or taking another action).
  • CLS (Cumulative Layout Shift): CLS measures the visual stability of a page. It’s more complex than Google’s CWV metrics: it’s “the sum total of all individual profile shift scores for each unexpected outline shift that appears over the entire lifetime of the page.” A score of zero means no shift, while a larger number means more layout shifts. In Google’s view, replacing page elements is a bad user experience, so the less here, the better.

When a URL reaches the threshold amount of data for any of these metrics, Google bases the page’s position on its worst performing metrics. If a page is as strong as its weakest metric, it is important to pay attention to all three.

Behind SEO

Large numbers of publishers have prioritized SEO over the years to drive more search traffic. It lets journalists know how editors and editors also frame headlights and stories. All of these investments can be worthless if sites fail to meet CWV criteria and rank low in search results. The result is a cascade: less traffic leads to fewer ad sales and less revenue.
Publishers are already working behind the scenes to address these issues. Some are investing heavily to spend millions of dollars. But advertisers need to be involved, as well, especially if they want to engage in traffic.

Why it matters to advertisers

Organic search is a major concern for publishers rather than advertisers, but the purchasing side is at least aware that it pays to work with outlets that have a solid SEO foundation. As advertisers begin to build their post cookie strategy, CWV becomes an important variable.

One expected action from the loss of cookies is the close publisher-advertiser relationship and an increase in direct sales. These relationships are often synonymous with large, attention-grabbing ads, but being slow to load them can hurt CWV scores (especially if they’re the biggest element) and manipulate the layout.

This is important because if the main Cookie post strategy The goal is to find the target audience, it does not help to create a poor user experience. Visitors who have been blocked by poorly performing sites are leaving the site. Matters of scale, but if sites with large reach fail to take into account CWV, their traffic will be affected.

At its core, CWV is cleaning up the user experience. To meet the criteria and provide a positive experience, publishers may end up with fewer quality ad units on their pages. While advertisers may see new and updated formats and functionality, they won’t miss out on fewer opportunities. Instead, premium experiences for the remaining ads drive engagement and reduce tune-out. Advertisers have less fear of congestion, and publishers, hopefully, can earn potentially lost revenue by charging higher CPM for these remaining units, and gaining more traffic by providing a better user experience.

What can advertisers do?

While the burden of compliance rests largely on the shoulders of publishers, advertisers play a role in deciding how much their publishing partners charge with CWV. Of Loss of cookies The need for communication between publishers and advertisers was already growing. The rise of CWV makes that communication even more important. Frequent conversations around direct-selling campaigns, their performance, and their impact on the page environment are the only way for both parties to succeed.

For that, advertisers should be willing to compromise. The common link between the decline of cookies and CWV is the end user experience. Unfield pages that take a long time to load and are constantly shifting are as stable as the turnoff for consumers. In the post-cookie era, it is imperative that advertisers pursue replacement solutions rather than prioritizing experience.


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