Well, unless you’ve been living under a rock, it’s no secret that third-party cookies are disappearing – and for good.
Yep, it’s true. Apple and Mozilla have already cast them out, and Google is next in line.
The new protagonist of the digital advertising show? First-party data. And for those who don’t already have a strategy in place to manage first-party data, the doom of third-party cookies might keep you sleepless at night.
But wait! There’s hope, fellow marketer.
Well, your company’s revenue will be affected severely if you’re reliant on third-party cookies since cross-channel targeting and ad attribution will be hard to achieve! According to Google’s research, most publishers could lose 50-70% of their revenue if they don’t reconfigure their approach to ad and data management by 2022.
Owning your customer data is more important than ever! First-party data is very much worth investigating since this will be the way forward in order to rely on it and to optimize your targeted campaigns.