Google’s shift in strategy regarding the deprecation of third-party cookies in Chrome has not diminished the need for brand marketers to pursue alternative targeting solutions. Rachel Cascisa, Vice President of Platform Adoption at Epsilon, emphasizes the importance of continuing to explore cookie-less targeting methods.
Despite potential changes in Google’s timeline, industry experts project that there will still be a significant reduction in the effectiveness of third-party cookies, potentially as much as 70% to 80%. This ongoing uncertainty suggests that marketers should remain proactive in testing and adopting new strategies.
Cascisa likens the current situation to procrastination before an exam, urging marketers not to delay their efforts. She points out that Google’s recent announcements provide an opportunity for marketers to focus on areas related to cookie deprecation, such as enhancing first-party data strategies.
This approach is beneficial not only in the context of cookie changes but also as a general best practice for marketing, emphasizing the need to build robust data collection and management systems.
Marketers Urged to Explore Cookie-Less Strategies Amid Google’s Shifting Cookie Deprecation Timeline
In the Digiday Podcast, Cascisa discusses various strategies that marketers should consider, such as clean rooms, data collaboration, and ID bridging, while also addressing the strengths and limitations of these solutions.
Clean rooms, for instance, are intended to facilitate data sharing between entities, but practical implementation often involves complex operational challenges. Marketers need to evaluate these solutions carefully to determine their effectiveness in addressing the specific needs of their business.
The discrepancy between ‘data-haves’ and ‘data-have-nots’ is significant when implementing first-party data strategies. Retailers, with abundant data on consumer behavior and purchasing patterns, need to consolidate this information into comprehensive customer data platforms (CDPs).
Conversely, consumer packaged goods (CPG) companies, which often lack detailed consumer data, might benefit more from using clean rooms to collaborate with data-rich partners. Tailoring strategies to these differing needs is crucial for optimizing marketing efforts.
Despite their complexities, CDPs and clean rooms remain valuable tools for long-term success. Cascisa advises marketers to carefully consider their investments in these technologies, ensuring that they have clear operational plans and key performance indicators (KPIs) in place.
Effective data management and integration are essential for maintaining a complete view of consumer interactions, whether or not cookies are a factor. This thorough approach will help marketers navigate the evolving landscape and continue to achieve meaningful results.
