In the January 17, 2020 adweek.com article, Google Kills the Cookie... Google Chrome has announced plans to NOT support (phase-out) third-party cookies by 2022. To put this in context, more than half of installed browsers are estimated to be Chrome, and cookies are hugely important to advertisers as cookies are effective means to target 'relevant' consumers and capture sales. This is not without precedence as German advertisers (a relatively large advertising market) had some stumbles when Firefox had a similar move in 2017, albeit not as large as Chrome. What they experience has given us some insight is that CPM budgets/prices (click per 1,000 impressions) have fallen and not recovered, presumably because the effectiveness has fallen in lockstep.
What will companies have to do to respond??...e.g. where will retailer efforts shift to capture consumer data, so they can advertise and sell? This is somewhat uncertain, but what is likely, is that first-party data strategies will be increasingly important for companies. First party data is what can be collected directly from consumers who visit that website and make a purchase, or voluntarily share information because they log-in. So be prepared to potentially be hassled for a sign-in, more frequently when visiting websites... happy browsing :)
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