How to prepare for the death of cookies and privacy reforms of 2024
Privacy is poised to be a big topic in 2024, with multiple ramifications on the digital advertising front.
Sebastian Diaz, iAB council member and senior digital solutions lead at Bench, explains how marketing teams and agencies must prepare themselves for Australia’s privacy purge, and Google’s cookie phase-out.
Privacy is poised to be a big topic in 2024, with multiple ramifications on the digital advertising front.
As we sit with the stalemate that is the Government’s response to the Privacy Act Review Report, marketing teams as well as agencies must prepare themselves for Australia’s turn for the privacy purge.
This has been a long time coming with the rise of consumer privacy legislation sweeping the globe since Europe’s GDPR’s in 2018.
In addition to that, Google has finally kicked off phasing out the cookie on Chrome this month, with it expected to take full flight in the September quarter this year. Be it legislation or technology changes, brands will have their hands forced in changing their advertising tactics. It’s time to get on the privacy and cookieless train before we feel the pain.
