Good morning,
After 20 years of relying on third-party cookies for internet advertising, the cookiepocolypse is here.
This March, Google confirmed that it would end third-party cookies by 2022, with no alternative to the marketing technology, which tracks users' movements across the internet. Apple, last spring, blocked third-party cookies on Safari. It’s a big win for consumer privacy, but companies that have been reliant on the marketing technology are in for a big adjustment. The transition will be even harder for small companies, which tend to have fewer resources to weather shocks.
Still, there’s hope. If you can pivot into the collection of first-party data--that is, information collected directly from consumers--the end of third-party cookies won't be so tough to stomach. For many, that’ll mean building out and better using your own customer lists, amping up your customer service efforts, and investing in good old-fashioned advertising again. In other words, surviving the end of cookies will require focusing on customer relationships and experience unlike ever before.
Read our story to learn three great strategies to get you started. |
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