The lessons learned will inform the rethinking of not just your marketing, but of the role of data across the entire customer journey and the personalized experiences that tomorrow can bring. By going cookie-less before the mad dash that will play out in 2023, you can enjoy less competition and test your strategy in a cost-effective manner. This is a world of untapped opportunity for marketers. However, new solutions are now illuminating this less accessible part of the web by enabling brands and agencies to test and run cookie-less campaigns – right now. This means that audiences representing as much as one-third of all internet activity exist without third-party cookies to inform marketing strategy, activation, and measurement. The good news is that Google’s announcement to delay the cookie deprecation has created the perfect testing ground for those willing to seize the moment.Īlready today, cookie-less environments abound, most notably in Safari and Firefox. Besides bolstering their own data analysis capabilities, they have a critical role to play in helping clients navigate the complexity of interpreting audience and campaign insights to enhance digital advertising in this new frontier. It’s going to require a team effort, as these decisions will bleed down cross-functionally to shape brand and marketing strategy, data strategy, technology investment, compliance, and corporate partnerships.įor agencies, their future will have to be more data-driven as well. As first-party data becomes a key currency of the future, brands will have to think hard about their customer experience and approach to customer relationship management (CRM). Besides, no one approach is likely to be able to match the third-party cookie in all aspects of operation, at least not without many more years of innovation and iteration.ĭealing with the inherent complexity of this shift will require better use of artificial intelligence (AI) and machine learning technology to effectively weave together and interpret a combination of different approaches to support the critical tasks of audience planning, campaign activation, and measurement.įor brands, the implications go well beyond digital advertising alone.
The deprecation of the third-party cookie has made clear the inherent fragility in relying on just one approach. There won’t be a one-size-fits-all answer here. Will it be first-party data, email-based deterministic identifiers, cohorts, probabilistic models, data clean rooms, or contextual? Yes, it will be all of those and more.
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Internal applications, then our B2B based Bizapedia Pro API™ might be the answer for you.There are many contenders touted to help fulfill these essential advertising duties once the third-party cookie is no more.
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