Published June 15, 2021
Since the dawn of digital, marketing strategies have relied on cookies as a proxy for identity. But the world of marketing is changing. The departure of browser-based tracking is upon us.
By late 2023, Google will phase out third-party cookies running on Chrome and transform how brands track, target, and engage with customers.
In other words, web tracking as we know it is going away.
Adhering to consumer data privacy regulations and being transparent about what your brand does with consumer data is no longer a choice. But right now, programmatic buyers rate their organizations’ readiness for cookie deprecation at only 3.5 on a scale of 1-5.
Business being good isn’t always a good thing. Shipping, inventory, and fulfillment are the basic underpinnings of a business that must work flawlessly for marketing & advertising to be worth it – and they are all in flux right now.
Privacy + Personalization: Perfecting the Balance
Personal privacy is a top concern for businesses, consumers, and governments alike. As new data privacy laws continue going into effect, major players like Apple and Google have to find ways to make it easier and more transparent for consumers to opt out of their data being tracked altogether.
49% of digital media professionals say third-party cookie deprecation is the top challenge their brand is facing in 2021.
Whether you’re just beginning to think about the impact of these changes on your programmatic strategy or you’ve already shifted to using more first-party data, the shift to a cookieless future will be a major focus for your business moving forward.
Brands large and small will need to reimagine how they collect and leverage data throughout all stages of the funnel, from new customer acquisition to remarketing. Attribution, unique
visitor counting, and retargeting will all change when cookies go away.
70% of programmatic publishers say they’re ready for third-party cookie deprecation, compared to 86% of ad tech vendors and 40% of brands.
Third-party cookies provide data about a shopper’s interests, past purchases, frequently visited websites, and more. Any brand that uses data for online advertising and targeting will be impacted by Google’s decision to phase out third-party cookies on Chrome.
How Will My Brand Be Impacted?
Ad tech platforms, advertisers, and publishers heavily relying on third-party cookies – especially those playing on the open web – will all feel significant impacts from the impending loss of third-party cookies.
If your brand falls into that category, creating cross-device and multi-touch attribution models will be more difficult without third-party cookies.
69% of programmatic buyers say that Amazon DSP is the best demand-side platform to navigate the shift away from third-party cookies, followed by Google Display & Video 360 at 63% and Verizon Media DSP at 55%.
Cross-device tracking capabilities will be especially reduced if the user isn’t logged into an app. Ad personalization will become significantly more difficult with the loss of consumer data tracking capabilities.
Cookieless + Programmatic: The Impending Shift
While the shift to using first-party data may come with some short-term hurdles, it also brings some long-term benefits. The ability to understand your customer through your own first-party data and provide highly personalized experiences that you can feel confident will resonate with shoppers is inherently valuable. The enforcement of these rules will make it easier for consumers to trust brands, which has become an extremely important focus for brands in 2021 and beyond.
ROI’s programmatic experts can help you navigate the uncharted waters of the cookieless future with ease. Send us a message and one of our Programmatic experts will reach out to share answers, insights, and opportunities to put your brand on the path to profitable growth.