The industry is racing against a 2-year countdown
Some are calling it the “cookie-pocalypse.” Others see it as a new dawn for the $565 billion global ad industry. What’s certain is that Google Chrome’s decision to phase out support for third-party cookies will affect everyone in the digital media industry.
While the move was not unexpected, at least among industry insiders, most will be preoccupied with it during the two-year window to overhaul and replace what has been one of the key tenets of digital media trading since its inception.
Marketers wary of the industry’s reliance on Google will have to figure out how they can adapt their first-party data strategy as some of the de rigueur marketing tools of recent years are rendered redundant in most internet browsers. These include third-party data and data management platforms, and multitouch attribution providers, all of whose days would appear to be numbered (at least in their current guise), as third-party data has been a critically important part of how marketers shape their communications strategies with consumers for close to 25 years. For instance, Procter & Gamble, one of the industry’s largest-spending advertisers, this week effused over its frequency capping efforts at the National Retail Federation’s annual conference.
However, identifying audiences online will be significantly more difficult (albeit not impossible) after 2022 within Google Chrome, which currently accounts for more than half of all installed web browsers, according to W3C.