The Death of the Cookie: Where Do Online Marketers Go From Here?

Despite using an average of 21 marketing and advertising platforms, marketers report that the inability to share and collaborate on stakeholder data analysis is a major marketing challenge (according to a Salesforce survey). And as privacy regulations tighten, marketers are finding that the way they’re used to working with customer data won’t work in a world that prioritizes privacy: according to Gartner, 73% of seasoned marketers fear privacy concerns will negatively impact their analytics, and nearly 20% say privacy requirements are the number one concern in marketing channels.

“Online identifiers have been a requirement for almost all data-based advertising,” said Ted Flanagan, Habu’s head of customer success. “From a measurement standpoint, third-party cookies and mobile device identifiers enabled everything from customer journey analysis to in-app attribution. The loss of these identifiers, while positive for consumers, left many brands struggling to understand whether or not their advertising and marketing efforts were changing. “

“Yes, marketers have been relieved of Google’s delay in third-party cookies, but there’s also frustration,” said Liane Nadeau, senior vice president of Digital. “In addition to reducing the benefits marketers rightly expected in the first quarter of 2022 (the original cut), the change also raises concerns that advertisers will lose their sense of urgency in testing privacy-focused targeting methods.” “On the one hand, the onslaught of ecosystem changes is making many marketing tactics, systems, and/or vendors obsolete,” said Matt Karasick, product director at Habu. On the other hand, the rise of the data-driven marketing organization highlights the sophistication and appetite of marketers. With the Privacy Protected Data Usage Project, marketers are using cleanroom technology to power their marketing applications.