Dear marketers,
In an ever more challenging world, helping businesses grow with technology — so they can continue to create jobs, exports and prosperity — is at the heart of our mission at Google.
We're investing in leading-edge technology to give you the tools you want, and the performance you need, while ensuring you and your customers have the privacy and safety you deserve.
In 2024, marketers who put AI to work at scale have the edge. You can now move at the pace of consumers, create relevant creative at scale, and have confidence that your budget is well spent and optimised.
But, to make the most of this opportunity, we will need to do our work differently. Because 2024 will also see the regulatory and technology landscape evolve in line with people’s expectations for privacy online.
New regulations are in active development or going into effect across the globe and the industry is shifting away from reliance on third party cookies, which marketers have depended on for decades to reach consumers and measure results. All of this is driving major changes in how you can capture and use data for marketing.
For online advertising, and the future of the internet, this is a pivotal moment. Because the future of the web depends on what all of us in this industry are willing to do to secure it.
Together, we can build an ad-supported web that’s fit for the future. That means one that’s safer for people; successful for publishers; and stronger for businesses.
This is not only a new beginning for the industry, it’s a moment of opportunity for your customers, your business, and your team.
Because marketers who act now, through pivoting to privacy-enhancing technologies and future-facing measurement solutions, will be the ones to unlock growth in this new era of AI-powered marketing.
We’ve been through these transformative moments together before — think about getting started with the shift to digital advertising and the rapid shift to the mobile moment. Each time we saw that often those who got ahead, stayed ahead.
This will be a lot of work, but the payoff will be worth it and we’ll be with you every step of the way on your journey.
To help you get started, we’ve launched Ready, Set, Grow — a series of resources to guide you and your team through the most critical steps you need to take now.
From conversion measurement with consent mode, to better understanding your users with Google Analytics 4, we’re here to help as you build your new privacy-first marketing foundations.
Now is the time to make this new era of marketing a reality and put Google AI to work for you.
Thank you for your trust and for your partnership as we embark on this journey together.
Matt Brittin
President, Google EMEA
