Google Reverses Decision on Eliminating Cookies in Chrome
According to the Wall Street Journal, Google is reversing its policy on cookies and has decided to retain them in its Chrome browser. Google’s plans to eliminate cookies were initially announced in 2020 but faced strong opposition, delaying its implementation. Google is introducing a prompt allowing users to choose whether to enable or disable cookies.
Google Privacy Sandbox Vice President Anthony Chavez wrote in a blog post: “We recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising…We’re discussing this new path with regulators and will engage with the industry as we roll this out.”
Google’s initial proposal aimed to phase out cookies by 2022, a move applauded by privacy advocates but criticized by advertisers who feared it would drive them toward Google’s own digital-ad products. In response, U.K. regulators launched an investigation into the plan’s potential impacts on competitors. As the investigation progressed, Google’s timeline for phasing out cookies extended beyond the initial target. In April, a Wall Street Journal report cited that the British government’s Information Commissioner’s Office would release a critical report on Google’s replacement technologies. The uncertainty surrounding the future of cookies in Chrome has significantly impacted the $600 billion-a-year online advertising industry and businesses. Companies have scrambled to adapt, collecting consumer data and building detailed profiles to mitigate the expected changes.
Google’s Chrome Help explains how to delete, allow, and manage cookies in Chrome here.
FIS Unveils SMB Digital Lending Solution Created in Partnership with Lendio
FIS, a worldwide financial technology provider, announced the launch of its new SMB Digital Lending solution, which was created in partnership with Lendio. The solution leverages machine learning (ML) and advanced data analytics to assist banks in sourcing, underwriting, and funding small to medium-sized business (SMB) loans. The digital banking solution complements FIS’ existing consumer and large corporate lending services. By streamlining and automating the lending process, SMB Digital Lending aims to provide more cost-effective solutions while reducing the barriers to securing small business funding in a challenging economy.
“FIS’ SMB Digital Lending solution is a game-changer for financial institutions and small businesses alike,” said Steve Sabin, SVP, Division Executive, FIS Lending. “By partnering with Lendio, we are leveraging our unmatched scale and reach in the banking industry plus Lendio’s advanced small business underwriting technology and empowering financial institutions to profitably serve their small business customers. The expansion of our digital banking capabilities illustrates FIS’ commitment to serving the entire money lifecycle—whether at rest, in motion, or at work—and I look forward to seeing the positive impact the solution brings.”
Per the U.S. Chamber of Commerce, nearly all (99.9%) businesses in America are small businesses that represent 43.5% of the GDP and employ almost 50% of the workforce. Small business underwriting is exhaustive, time-consuming, and costly, which can deter potential borrowers, particularly when interest rates are high. The SMB Digital Lending solution is cloud-native and API-driven, offering automated decisions and loan boarding. It creates a comprehensive view of borrower health, enabling pre-qualification and targeted marketing.
Read more from FIS Global on Loyalty360 here.
NCS Survey Shows Gen Z Lead in the Purchase of Creator-Generated Content
According to a consumer sentiment survey by NCSolutions, 48% of Americans have bought a product featured in creator-generated/influencer content they discovered on social media or through entertainment apps. The study captures the significant impact of influencers, with 66% of Gen Z making more purchases of products appearing in creator-generated content.
Meanwhile, 55% of Millennials, 41% of Gen X, and 24% of Baby Boomers have purchased products promoted via influencer content. Additionally, 47% percent of Americans acknowledge feeling entertained by influencer-generated advertising, while 43% want to research the product, and 24% are inclined to share it with friends and family.
“Given the growth of creator-generated content and the quality and size of the audience that these social/entertainment platforms attract, brands have an opportunity to complement their branded marketing campaigns with these influencer-created ads,” said Deirdre McFarland, Chief Marketing and Communications Officer of NCSolutions. “As brands seek to drive incremental sales, building loyal, long-term customer relationships with younger buyers is a strategy that enables continued growth. Advertising on social or entertainment platforms is an effective way to connect with and engage Gen Z buyers and create lasting value for the brand.”
The survey highlighted a robust connection between Gen Z consumers and influencers. After engaging with creator-generated content, 37% of Gen Zers said they appreciate the personal insights influencers share. This is compared to only 23% of consumers of other generations. Moreover, 27% of Gen Z feel a strong connection to influencers, viewing them almost as friends, compared to 12% of other generations. Twenty-seven percent of Gen Zers also think influencers care about their viewers’ best interests and endorse only top-quality products. Only 15% of other generations feel the same way. Twenty-two percent of Generation Z consumers also acknowledge feeling their needs are understood by influencers, while only 14% of other generations believe influencers understand their needs.
Download “Connections That Click” here.
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Original Article Links:
Google Is Keeping Cookies in Chrome After All
FIS Launches SMB Digital Lending to Streamline Small Business Loan Processes
Nearly Half of Americans, Including Two-Thirds of Gen Z, Have Purchased a Product From Creator-Generated Content According to NCSolutions