With the deprecation of third-party cookies firmly in motion, the last twelve months have been particularly busy for brands as they face critical technology decisions with deep ramifications throughout their businesses.
In June 2021, dentsu released The Cookieless World - A Guide for the New Era of Digital Marketing, a comprehensive deep-dive into the ongoing deprecation of third-party cookies and what brands can do to prepare.
While the structural dynamics and the key recommendations described in that report still hold true, a lot has happened over the last year, from new regulatory debates to new announcements from technology platforms.
For this reason, we have taken a fresh look at how these recent changes around the end of third-party cookies impact brands, and what brands should consider doing to ensure business continuity.
In this addendum to the 2021 guide, we look into implications across Data Management, Audience Activation, and Performance Measurement, following a campaign’s progress from preparation to planning and targeting, to proving effectiveness. We also offer a checklist of key considerations to help prepare for the deprecation of third-party cookies.