How Marketers Are Preparing for Google’s Third-Party Cookie Phaseout
Marketing TrendsHow Marketers Are Preparing for Google's Third-Party Cookie Phaseout
Over the past few years, consumers have become increasingly concerned with how companies use their data. And many feel passionate about protecting their privacy — in fact, HubSpot's Blog Research found 80% of consumers believe data privacy is a human right.
Data security has become a critical component for long-term customer retention and loyalty. So it's vital brands behave responsibly when it comes to collecting and protecting consumer data.
But many marketers have relied on third-party data for years, so the phaseout of Google's third-party cookie in 2023 will likely cause some concern. Fortunately, it doesn't have to.
Here, let's explore the effective strategies marketers will implement to ensure they're still reaching new audiences and connecting with customers even without third-party data.
How Marketers are Preparing for Google's Third-Party Cookie Phaseout
1. Marketers are enhancing or developing their data collection operations and management models.
One surefire way to prepare for the third-party cookie phaseout? Begin developing or refining a strong first-data party data strategy.
As Microsoft Advertising's Head of Evangelism, John Lee, told me, "Microsoft Advertising is working with the digital advertising industry and its clients to evolve and uplevel data privacy maturity for a privacy-first cookieless world. While there is no market-ready solution available today that manages data end-to-end, our guidance for our clients is to take steps now to prepare a first-party data strategy and to conduct robust data management practices."
He adds, "First-party will lead the...
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