The ugly truth: it’s time for a marketing makeover
For years, you’ve been hearing all about it: third-party cookies will be obsolete. Despite Google’s announcement to delay phasing out third-party cookies on its Chrome browser until late 2024, this move will still upend how ads are targeted on websites. And 2024 will be here before we know it.
Talk about consumer privacy is not new, but regulations like Europe’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) have put a spotlight on businesses—mainly their marketers and agencies—to address mounting concern from everyday consumers. These concerns show no sign of letting up, with research indicating 86% of Americans worry about data privacy1.
What does this mean for companies? It’s time for a makeover. While 2024 might seem far away (it’s not), marketing campaigns which rely on third-party cookies will soon need a complete overhaul. And because building new strategies and testing new channels take time, it’s critical marketers start thinking about a cookieless future now.
In this guide, we’ll explore what a cookieless future means for marketers and provide easy, actionable tips to help you adapt. So read on—your future ability to effectively reach consumers may depend on it.