The One Thing Your Brand Must Do In A Cookie-Less World
Typically, a New Year’s resolution includes cutting down on sweets, but in the case of advertising, cutting cookies has thrown the industry for a loop. 2021 is the year when cookies are going away, and with them an important chunk of the advertising ecosystem.
In January 2020, Google published a blog announcing that Chrome, the industry-leading browser, would be phasing out support for third-party cookies. Their initiative, known as Privacy Sandbox, is set to make the web more private and secure for users while also supporting advertisers to track and measure their audience.
What does it mean for your brand?
While many questions remain on how digital advertising campaigns will be affected, the most important thing marketers can do today is to improve their access to valuable first-party data.
First-party data is information collected directly from your audience or customers and includes:
• Completed surveys
• Customer feedback
• Data from behaviors, actions, or interests demonstrated across your website or app
• Data in your Customer Relationship Management (CRM)
• Social data
• Subscription/DTC data (arguably the most valuable data)
The move away from third-party cookies has several pros and cons. While on one hand it limits advertising options for even "good" advertisers, it does allow better transparency with consumers, ensuring they remain the core focus.
Having an otherwise consumer-centric brand will not be enough to grow it through digital media any longer. Now is the time to begin collecting and utilizing first-party data to fight the loss of cookies.
If you'd like more information on how Exverus Media is doing this for clients, hit reply and send us a note.