A marketer who advertises in many global markets, including Germany and France, and runs YouTube and Search campaigns with Google while measuring online conversions should know three things about the impact of regulatory changes on measurement and audiences: the quality of conversion modeling will be impacted across existing modeled conversions for the Safari browser; cross-device and engaged-view conversions, as well as YouTube campaign performance, will begin to degrade; and remarketing in DV360 and Google Display Ads will be impacted and integrated with the Privacy Sandbox for re-engagement when Google tags are used.

• The quality of conversion modeling will be impacted across existing modeled conversions for the Safari browser.
• Cross-device and Engaged-view conversions will be impacted, and YouTube campaigns will begin to degrade.
• All remarketing capabilities for advertisers will be impacted and lost due to compliance with regulatory changes.
• Remarketing in DV360 and GDA will be impacted and integrated with the Privacy Sandbox for re-engagement when Google tags are used.
• All types of conversion measurement solutions will be impacted and lost because of regulatory changes.

The correct answers are: The quality of conversion modeling will be impacted across existing modeled conversions for the Safari browser and      Cross-device and Engaged-view conversions will be impacted, and YouTube campaigns will begin to degrade, and Remarketing in DV360 and GDA will be impacted and integrated with the Privacy Sandbox for re-engagement when Google tags are used

Explanation: The given answer is largely correct, reflecting the anticipated impacts of regulatory changes (like the DMA in the EEA) and the deprecation of third-party cookies.

Here’s a breakdown:

1. The quality of conversion modeling will be impacted across existing modeled conversions for the Safari browser: This is correct. Browsers like Safari (with Intelligent Tracking Prevention – ITP) have already limited cross-site tracking and third-party cookies. While Google uses modeling to fill these gaps, further regulatory changes can impact the signals available, potentially affecting the accuracy of this modeling.
2. Cross-device and Engaged-view conversions will be impacted, and YouTube campaigns will begin to degrade: This is also correct. Cross-device conversions heavily rely on stable identifiers that span devices, which are becoming restricted. Engaged-view conversions for video, particularly on platforms like YouTube, also rely on signals that are being affected by cookie deprecation and privacy changes. Without sufficient data, the effectiveness of these measurements and subsequent campaign optimization can degrade.
3. Remarketing in DV360 and GDA will be impacted and integrated with the Privacy Sandbox for re-engagement when Google tags are used: This is definitively correct. Remarketing, which relies on tracking users across websites, is directly impacted by the deprecation of third-party cookies. Google’s Privacy Sandbox initiatives (like the Protected Audience API) are specifically being developed to provide privacy-preserving alternatives for re-engagement and interest-based advertising in DV360 and Google Display Ads (GDA) when Google tags are used.

Reference:

• Ads Privacy Hub Overview – Google Ads Help: https://ads.google.com/home/privacy/ (This hub broadly discusses how privacy regulations, browser changes, and platform shifts impact measurement and audiences, mentioning “loss of conversion tracking data for same-device and cross-device conversions” and “restrictions on third-party cookies impacts remarketing lists.”)
• How Google Ads and Display & Video 360 are testing remarketing based on new sets of privacy-preserving signals – Google Display & Video 360 Help: https://support.google.com/displayvideo/answer/13626996 (This page specifically mentions the Protected Audience API for remarketing and its integration with DV360, acknowledging the impact of privacy changes on remarketing.)
• About enhanced conversions – Google Ads Help: https://support.google.com/google-ads/answer/9888656
•  (While not directly stating “degrade,” it implies the need for solutions like enhanced conversions to recover lost data due to privacy changes, affecting overall observability).