With Google phasing out third-party cookies, advertisers will have to find more innovative and creative ways to create relevant and engaging adverts.
As activity on Google-owned and operated media will be largely unaffected, brands with big budgets in paid search and YouTube will be better placed in the cookie-less future. However, brands with larger programmatic display budgets are likely to find the coming days more challenging.
With fewer data points available, brands will need to find new ways to create compelling adverts. Publisher first-party data will play a crucial role in the future, and publisher-brand relationships will gain more importance. But, the inability to track people across the internet will make frequency capping a redundant option.
Google will likely provide a modelled proxy of view-through conversion. But marketers need to focus on innovation, data-science expertise, and first-party data to target potential customers in a cookie-less world.
[5 minute read]