As experts in effective digital targeting, KC is always considering the changes in the media environment. Today, we look at Google’s new privacy initiatives and the many ways we’re already connecting our clients with relevant audiences while maintaining user privacy.

Jeannette Tschida, Media Director

First, a Little Background

Earlier this month, Google announced new initiatives around privacy, including giving users better control of the cookies that identify our online usage. Cookies are tiny data files that are placed on our computers as we move about the web. While these cookies are useful for delivering customized web page experiences or saving site login information, cookie data is also used by advertisers to deliver ads that are relevant to our online behavior. If you’re shopping online for something and start seeing ads for the same or similar products later, this is because cookies identify you as someone in-market for these products.

Google’s user controls will allow users to see which cookies are installed on their Chrome browser and help users differentiate between those that are useful (for better web experience or logins) versus those just tracking your online usage for other purposes like advertising.
Google isn’t the first to offer these settings. Apple and Mozilla have already developed similar settings for Safari and FireFox but Chrome makes up 62.8% of all browser share globally, while the other two browsers make up 15.8% and 4.8%, respectively (, April 2019).

In order to block cookies, it will be up to the user to manage these settings. Some experts feel that the impact of these changes won’t be significant because users will need to opt-out of cookies and most users don’t like to mess with their browser settings. So, at this point, it’s difficult to say what the real impact of these changes will be and when they’ll take place. Google has not shared a demo of the new settings nor have they provided a specific timeline.

4 Ways We’re Still Able to Connect
In the meantime, since more browsers are making it easier for users to block cookies, it’s important for us to find alternative ways of connecting with relevant audiences. Here are a few techniques we’re already using with many of our clients:
  1. 1st party data.Online users are likely to be more accepting of cookies from websites they intentionally visit versus third-party cookie data that is sold to advertisers. In addition to improving a user’s web experience, we’re able to use 1st party data to retarget users who have recently visited a client’s website and re-message them with other relevant product ads or offers.
  2. Contextual targeting. In some cases we’re able to build a contextual targeting strategy which allows us to place ads adjacent to content that contains a high-density of keywords that are relevant to our client’s products or services.  In this case, we assume the content qualifies the reader as a potential customer and we are less reliant on user/cookie data.
  3. Private marketplace.Some of our best performing campaigns are in partnership with high-quality publishers that have a high composition of readers who are aligned with our clients’ core target audiences.  In this instance, the content might qualify the user or the publisher’s own data might provide additional layers of relevant targeting.
  4. Location.We’re often utilizing geo-fencing tactics to reach users at a specific time and place like an event, tradeshow or retail location.  Different types of mobile targeting is based on IP address or GPS location.  In some cases we’ve even targeted the employees of a specific company at their offices.
The Future is More Cookies
Google intends to roll-out these features later this year but it’s taken them six years to make this announcement. In the near future, Chrome will require that developers identify which cookies are allowed to work across websites and which one are used to track users. It sounds like there is still work to be done but ultimately, it’s up to users to determine how cookies impact their online experiences.

Map showing the global network of independent agencies of AMIN WorldWide

Kruskopf & Company is proud to be the only Minneapolis agency in the Advertising & Marketing Independent Network (AMIN) Worldwide, an alliance of over 50 independently owned marketing agencies across the Americas, Europe, Africa, the Middle East and Asia Pacific.

The benefit to our clients are many: From connecting with new customers, growing into global markets, building stronger brands, to giving you access to local insights.

But one of the biggest benefits our client get out of our affiliation with AMIN is access to robust target audience tools and resources. Agencies ten times our size don’t have many of these tools.

logos of media audience targeting tools and other agency capabilities

In this multi-channel world, these media data, analytics, research, planning and buying tools are essential in defining your target audience, getting your messages in the right place at the right time and constantly measuring and optimizing the performance of your campaigns.

Agencies in AMIN remain independently owned, but collaborate seamlessly to successfully meet any challenge our clients may have. More than dots on a map, we get to together twice a year at conferences to share cultural know-how, market wisdom, industry experience, and get to know each other personally.

Learn more about AMIN here.

Franchisees are busy people. So how can a franchisor help them improve their marketing when the world of media is changing rapidly? That’s one of the questions we tackled in a recent webinar. If you missed it, you can watch it here. And be sure to sign up for more insights and truths from KC. 


Smart, bold ideas don’t just happen by accident. At KC, we’ve developed a proven process called Finding the Truth. It helps simplify complex business problems for our clients and their brands, and it forms the backbone of the work we create. A Truth Workshop is often a cornerstone of this process.

We’ve conducted many of these over the years, and while it isn’t absolutely necessary in every situation, our clients frequently tell us that they found a Truth Workshop invaluable in helping create alignment with key stakeholders and providing clarity and focus for their brands moving forward.


A Truth Workshop is an all-day, or half-day, off-site session where we gather the key stakeholders—marketing, sales, product engineers, company leaders—really anyone with insight to the situation. The goal is to allow everyone to be heard, to gather relevant facts, to reveal issues, and to enlighten opportunities.

During the session, KC leads and moderates a group discussion to help uncover all the Brand Truths (What are its strength and weaknesses? What are its goals?), Category Truths (What’s everyone else doing? What does the marketplace look like?), and Audience Truths (Who are these people and what do they really want?).

At the end of the session, individuals vote on the most important issues within each area. People often come into a Truth Workshop absolutely certain that they know the most important issue, and by the end of the day, with a broader perspective, they don’t even vote for that particular issue. It can be an enlightening and cathartic experience. And it’s even better when it takes place at the Truth Bar.


KC then takes these truths away to chew on them and add our own insights. We develop a Truth Map which simplifies and distills the key issues and leads to One Simple Truth that forms that backbone of the work we create.

Our goal is to land on One Simple Truth that feels authentic to the brand, unique in the category and relevant to the audience. From there we develop a Brand Ethos which takes things one step further and begins to explore how the brand might express itself through personality and tone of voice. 

At the end of the process, you will have a Truth Map, One Simple Truth and a Brand Ethos. The essential building blocks of smart, bold ideas.