The Cookie Apocalypse
Amidst a global health crisis, widespread economic disruption, and accelerated digital transformation, it isn’t surprising that how to deal with the impending death of the cookie may have slipped down the to-do list. However, time is running out, and marketers must move quickly to ready their data strategy for the shift.
Consumers today expect to exchange their data for personalised, relevant experiences, but data privacy and security remain paramount. The death of third-party cookies and the increasing restrictions on first-party cookies mean marketers face an inevitable challenge of balancing measurement with the ability to serve customers contextual and relevant advertising.
Dentsu’s data experts share insights and tactics to help brands navigate and adapt to a new cookie-less world. We will explore the impact of the new restrictions across attribution, user experience, and first-party data strategy.