Life beyond the third-party cookie: What brands can do next
To help overcome this challenge, our Global Head of Media Brittany Wickerson has shared her five key watch-outs, and recommendations, for brands looking to adjust.
- First, the end of the third-party cookie – precipitated by privacy campaigners and the rise of ad blockers used to avoid less scrupulous advertisers’ worst excesses – has created a climate in which today’s consumers have never been more knowledgeable about how their data is used. As a result, brand owners that overlook this maturity will end up damaging their reputation.
- Second, those same customers have never previously demanded so loudly and insistently a fair, clear, honest, and open value exchange for what data they do choose to share. While this is a challenge for brands it is also a major opportunity.
- Third, in the future, brand owners will need to depend primarily on their own first-party data, or on data from trusted publishers and platforms that own first-party data. Both offer significant opportunities to understand customers better and improve the customer experiences.
- Fourth, to respond adequately, brand owners must acknowledge the bigger picture and take time and effort to prepare. As historical data cannot be changed, they must put in place a new customer data strategy as soon as possible. And getting that strategy right from the get-go is a must.
- Finally, if a brand owner gets this right – including settling on the right value exchange proposition – there will be a positive impact across the whole operation of their business, not just marketing.
Read more about how to plan for a post-third-party cookie world in Brittany’s full piece, available on WARC.