Google advised advertisers to take urgent action by investing in AI as it addressed potential delays in disabling third-party cookies.
The UK’s Competition and Markets Authority (CMA) warned the tech giant last month that it could not proceed with the removal of third-party cookies unless it first resolved some privacy issues.
However, Google seems confident that these issues will be fixed sooner rather than later, as Dan Taylor, the company’s VP of Global Advertising Strategies, confirmed that it’s still on track for a cookie-free Chrome in the second half of 2024 as planned. With that in mind, he told advertisers it’s “time to move” and look for long-term cookie alternatives during an interview with campaign.
Sellers are not ready. Taylor stated that only 30% of markets feel ready to disable third-party cookies. He also noted that both advertisers and publishers have been reluctant to invest in cookie alternatives.
Moving forward. Advising on how advertisers should navigate a cookie-free world, Taylor suggested overcoming signal loss by prioritizing the following:
Investment in AI. Refined targeting. Ad serving and measurement strategies.
Taylor also suggested providing more information and control to consumers. For example, letting them know when their data is being used and explaining the value it brings. Added:
“Reminding consumers at the time when using their data actually provides value to them is much more powerful because they can decide whether or not that data is useful at that time or if it’s an experience they find creepy or don’t want. . It is not viable for us to recreate the same technologies under a new guise.”
Invest in AI. Taylor reiterated the importance of using AI to reach your target audience in a cookie-free environment. He concluded:
“Digital marketing was built on the promise of accuracy, and when that accuracy disappears, your predictive capabilities must increase. Fortunately, we believe AI is at a point where it will lead the industry into the next decade of innovation”. “For businesses, you can either ignore these forced changes until it’s no longer sustainable, or you can start investing in AI and become a more adaptable and versatile organization.”
Why we care. Marketers who still rely heavily on targeted advertising using third-party cookies should act quickly to explore alternative methods of reaching high-value consumers. Failure to prepare could have catastrophic consequences for campaign performance.
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