The ‘Third-Party Cookie’ Monster: What’s the Impact of Google’s Decision on Your Marketing Efforts?

By Keenan-Nagle | February 13, 2020 | Category: Digital Marketing Marketing Media SEO

The death of third-party cookies is quickly marching towards us. In two informative articles I’ve read in the last two weeks, (‘Chrome Killed the Cookie. Now What?’ by George Slefo, AdAge and ‘Google to Kill Third-Party Cookies – Publishers, Advertisers Win?’ by Heather Fletcher, Target Marketing), the pros, cons, opinions and unknowns related to Google’s announcement are being weighed out by businesses across the board.

As marketers, we all know how digital advertising has revolutionized our advertising strategies over the years. The Holy Grail of digital has been the ability to get really granular in audience targeting. And data from third-party cookies plays a huge role in that. So how is Google’s decision going to impact the data that we will have available to use? From everything I am reading, the jury is still out.

As we prep for the upcoming change, here are some of the questions our strategy team is asking to make sure we are poised to continue executing effective digital ad campaigns.

  • Which digital ad vendors are staying ahead of the curve on this? What are they doing to ensure they are still providing robust data for effective targeting?
  • What new options are going to start becoming available through current providers or new ones?
  • How do we communicate these changes to clients without us sounding like Charlie Brown’s mom?
  • Bottom line, how will these changes ultimately impact the targeting, delivery and reporting capabilities that we are accustomed to?

We’ll be keeping a close eye on the latest news and gather as much direct information from our digital media partners as things evolve. Any useful nuggets we find along the way will be included in future blogs and articles. Stayed tuned for more.

In the meantime, I’d love to know what questions you are running into and any solutions you are considering. Shoot us an email and we’ll share those as well. These next two years are going to be a rollercoaster for digital advertising. We’re looking forward to the ride.

Paul Leese, MBA is the Executive Vice President of Keenan-Nagle Advertising, Inc. located in Allentown, PA. He specializes in marketing strategy development and execution and has over twenty years of successful experience in marketing, management, team building, media services and strategy development for non-profits, large corporations and small businesses.

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