First Party Data in a Cookieless World
CDPs will help marketing teams become much more sophisticated, using a data-driven system for revenue growth.
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As most know, Google has set a path to discontinue cookies, originally starting in 2022, but now has pushed back to mid-2023. This has provided a little bit of room for publishers and advertisers to get their plans in order to understand better targeting for advertising sales, based on audience demographics and other traits.
The nature of discontinuing the cookie is based on a privacy-centric future, according to Google and Deloitte. Google commissioned Deloitte to determine how publishers, commerce players, and telecoms are going to be able to leverage first-party data in a cookieless world.
Previously, Deloitte did a Digital Media Trends survey where "more than 40% of US consumers don't trust online services to protect their data." That's an astonishing number and gives an insight into the current state of consumer thoughts about online spending, data, and, more importantly, privacy.
What does all of this mean?
