In April, Google's Chrome team announced its decision to once again delay the retirement of third-party cookies until 2025. The reason cited was “ongoing challenges associated with reconciling disparate feedback from industry, regulators, and developers.”
For many, the delay was both expected and welcome. Brands and agencies alike have expressed concerns about how to deal with the loss of third-party cookies, and another postponement may feel like another chance to find a solution. But while the team has until next year, it not only shouldn't wait, it doesn't need to.
Brands and agencies need to start preparing now for the end of third-party cookies and the heightened privacy concerns that come with it. As you prepare your company's data strategy in the future, here are some questions to ask and things to keep in mind to make the most of a cookie-free world.
To prepare for a cookie-free future, the team is currently running a checklist.
The possibilities with first-party data for your brand are endless. It's a powerful tool that provides insights into the most valuable audiences and can be used by marketers to control the fate of their data.
In a soon-to-be cookie-less world, consumer attitudes, intentions and behaviors are rapidly changing, and the demand for personalization has never been greater, optimizing first-party data to deliver meaningful customer experiences. It has become even more important to do so. . To do so, brands need to go deeper than traditional data strategies.
As marketers, publishers, and networks approach this deeper data strategy, they need to consider the various aspects that will be affected at an industry level, as well as how the post-cookie changes will impact their businesses. You need to consider in more detail whether or not to give.
For example, if third-party cookies are lost, the online third-party data ecosystem is likely to suffer a loss of signal, so teams should consider how to replace these insights.
Marketers understand how to conduct their own research to stay abreast of evolving consumer sentiment and behavior, especially as these unprecedented times impact the way consumers think, feel, and behave. need to do it.
Additionally, marketers need to ensure that their data is always up-to-date to optimize their marketing engines. Data currency and freshness can be the difference between reaching someone at the correct point in the buying cycle and marketers missing out on an opportunity.
Nearly half of all marketers cite scalability as the main limitation when building audiences, but as consumer expectations for personalization increase, segmentation strategies need to evolve to find out how best to keep up. need to find.
As cookies inevitably disappear and user and device IDs are replaced as the primary forms of measurement, marketers and publishers will also learn how to take this shift into account and transition to new, more relevant metrics. is needed.
Given all these changes, teams will eventually have to face a new budget structure and reevaluate the areas in which they invest their funds to ensure its effectiveness.
Enhanced first-party data provides more relevant insights
Marketers, publishers, and networks need to understand what their audiences are, whether they value excitement and creativity, whether they care about corporate responsibility, and whether they spend most of their social media time on TikTok and Instagram. Once you understand what you value, these insights can make your marketing more powerful. Personalizing messages and speaking to consumers beyond their relationship with your brand increases loyalty, lifetime value, and more.
Once your team has an idea for a first-party data strategy, leveraging partners who can enrich your data with fresh, actionable insights can lead to deeper understanding, segmentation, and more personalized experiences. These enhanced experiences with rich, relevant, real-time data lead to increased customer lifetime value for brands and their agency partners.
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