With third-party cookies being phased out and given marketer’s historic reliance on it, activation strategies need to be rethought.
Despite the privacy changes, brands still have enough time to adjust their marketing strategies. Areas of measurement more reliant on first-party data won’t see great change. Aspects like view-through measurement, multi-touch attribution analysis and more will be more directly impacted.
Similar to these aspects, a shift towards contextual targeting seems obvious. For help with this, marketers could look into Google’s Privacy Sandbox. Retargeting inside walled gardens won’t be affected much.
Marketers should also gain better understanding of Floc and Fledge to effectively enable targeting and measurement activations in a cookie-less world. Additionally, advertisers must shift focus towads media targeting at an aggregate level. To prepare for a post-cookie world, advertisers should also consider privacy-focused solutions like Unified ID Solution 2.0.
[6 minute read]