Google’s recent announcement about its move to a ‘privacy-first web’ is a big moment in the history of digital marketing. It highlights that the end really is nigh for third-party cookies, and specifically being able to target individual users based on their browsing behavior – the mainstay of digital marketing for many years.
However, despite some slightly hyperbolic headlines about ‘the end of targeting and measurement’, it will still be possible to offer relevant, personalized advertising. While doing nothing in response is not an option, the good news is there is time for marketers to get ready for a more anonymized future. But we need to separate the fact from the fiction.
1) Measurement will be less impacted
Firstly, measurement of ad campaigns will be far less impacted by the proposed changes than activation. This is due to its primary reliance on first-party cookies. Therefore core analytics capabilities ranging from click-through measurement to data import for CRM ingestion will remain as they do now. This is because they weren’t reliant on third-party metrics.
So all business as usual? Not entirely. There will be impacts on areas like view-through measurement, multi-touch attribution analysis and insights about the audience, for example demographic or affinity audiences.
2) Activation will be more difficult
The activation side will now need to become markedly different. Third-party cookies have been the bedrock of audience targeting for prospecting or…