Cookie deprecation has been on the horizon for a while, so marketers have had a lot of time to prepare for it. Now that Google has finally set a firm deadline to begin phasing out third-party cookies, it’s time to ensure your organization is ready to meet the challenge.
The progressive phase-out of third-party cookies began in early January with 1% of randomly selected Chrome users.
Your organization probably has at least begun a plan to deal with cookie deprecation. Here are three actions you should take, if you haven’t already done so:
- Test your targeting options. Savvy marketers have been working on their targeting and measurement strategies for several years. Trying out numerous options before the complete phase-out of cookies can work to maintain or even grow return on ad spend (ROAS).
- Zero- and first-party data prioritization. With no more third-party cookie data, zero- and first-party data must be used to meet targeting and ROAS goals, as well as engaging with current and potential customers to protect brand loyalty. Using trusted data providers with transparent collection methods helps to engender trust from customers and protects your brand’s reputation. Another consideration is to build your own database of zero- and first-party data as a replacement for third party cookies in your campaign strategies.
- Consumer focus. When changing to a cookie-free strategy, consumers and their needs must be a high priority. If you ignore their preference, you run a big risk of losing their business altogether. A recent study found that 58% of US adults age 25+ would stop dealing with a business with a bad data reputation. Bottom line: consumers are gaining the power now around their data. A savvy business will make transparent data collection a priority to build and maintain trust and loyalty.