The ‘cookiepocalypse’ is the next frontier for marketers – and that’s a good thing
General manager of media business at Pure Amplify, Tasneem Ali, examines what lies head in a no-cookie future.
With the upcoming removal of third-party cookies, the digital world is braced to undergo radical change. Google will no longer sell ads based on cross-site browsing or third-party behavioural tracking in Chrome, bringing the tech giant into line with Mozilla Firefox and Apple’s Safari. Google has also stated it won’t be building alternate identifiers to track individuals on Chrome.
While the “cookiepocalypse” feels like a big change with a lot of associated uncertainty, it is actually an overwhelmingly positive development for the industry.
- Publishers will band together to create scalable ad targeting
Publishers will start building out their own first-party data environments for direct ad targeting. This will initially involve having logins or some kind of value exchange so the user is willing to identify themselves. For example, some products give publishers the opportunity to collect useful information from their digital audiences by way of a survey widget that displays within their existing website content. This empowers publishers to create niche audiences based on direct consumer feedback.
