The Cookie Crumbled: Deprecation is Out, First-Party Data is (Still) In

While Google backed of its cookie deprecation plans, now is not the time for brands to become complacent. Smart marketers continue to prioritize third-party cookie alternatives to effectively and efficiently reach their audiences—and future-proof their targeting strategies, which are still likely to be impacted by privacy changes and signal loss.

Google users will soon have the option to opt-out of tracking, similar to Apple’s implementation of App Tracking Transparency (ATT), leaving brands scrambling to get in front of the right audiences without third-party data. Based on the widespread consumer opt-out from ATT, marketers should expect ongoing and pervasive signal loss with this change in Chrome, which could cripple their strategy over time.

So what now? Here are some considerations that should be top of mind in determining how to navigate Google’s decision and continue to reaching targeted consumers.

Diversify & Enhance Data Sources

Chances are that we’ll all soon be living in a low-cookie world despite Google’s reversal on deprecation, so prioritizing first-party data solutions is essential. By creating owned, privacy-compliant first-party datasets or adding first-party data to existing third-party data, marketers can enhance their current databases and accurately reach audiences with personalized messages – generating an immediate impact to ROI. This is a win for both their autonomy and for their bottom line.

Brands can also partner with solution providers that have their own permissioned datasets to improve the quality of their data. Combining datasets can help brands uncover untapped audiences that they might not have considered before – or match previously anonymous data to an identifier like an email or address – reaching new and relevant audiences and driving deeper engagement with existing customers.

Protect Privacy, Earn Consumer Trust

Data protection is an increasing concern for consumers, and data acquisition is a growing need for brands. But these two things don’t have to be at odds.

Transparency is the key. Because 52% of Americans aged 25+ are willing to stop using companies who don’t provide an option to not track personal data, according to Publishers Clearing House’s (PCH) “Data Privacy and Ethics” report, it’s important for brands to be upfront about their data collection policies and how that it is being used. This generates trust among consumers, making them more willing to share their data – and ultimately enables marketers to build datasets that are 100% permissioned.

Assert Independence from Tech Giants

Brands that build their own first-party data sets will no longer be limited to reliance on Google’s data and have more freedom in building direct relationships with their consumers.

Creating ownership of identifiers such as mobile ad IDs (MAIDs), hashed email addresses (HEM) and IPs allows markers to better match their audiences and have more autonomy over their data. Marketers can also be empowered to reach the right audiences, no matter their device or location, and deliver specific and effective campaigns, setting themselves up for success now and for years to come.

Thrive in a Cookieless World…Again

Cookies may still be on the table, but despite the change in deprecation the looming threat that they’ll become irrelevant once consumers have a more visible way to opt-out is real. Marketers should rethink their strategies and leverage first-party data to ensure they are able to target their audiences with the right messages in a privacy-compliant way, no matter how the digital ecosystem may change in the future.

By diversifying data sources, prioritizing consumer privacy, and boosting first-party data to reduce reliance upon cookies, marketers will positively impact their return on ad spend, protect their relationships with consumers, and future-proof their strategies – especially if cookies end up being gobbled up for good.