Google has announced it will not be phasing out third-party cookies until 2023.
This news might bring a sense of relief to many, but it doesn’t change the importance of brands needing to pivot to a blend of more 1PD-centric, cohort, and contextual targeting and measurement models. As stated in our Datapocalypse webinar, these are the three things all marketers should be doing now:
- Continue having conversations about what change looks like for your specific targeting and measurement efforts. Identify your most critical outreach and measurement goals, and use those to guide your shifts and prioritizations.
- Map out your current first-party data ecosystem, and anaylze where your overall marketing operations sit in a data maturation scale. Now is a critical time to invest in your infrastructure and advance your organization’s data practices and fluency.
- Don’t forget that there are many viable and effective methods to reach the right consumers via cohort modeling and contextual targeting. If you’re not already testing these, it’s time to start.