At the start of 2020, Google announced that it was removing third-party cookies from Chrome. Google plan to start phasing these cookies out by 2024. What does the cookie-less future mean for advertisers?
As new privacy laws are introduced year after year, we look at the benefits of eradicating cookies, the effect it will have on advertisers and how all this will redefine the use of data for engagement and targeting.
Our CEO and Founder John Readman was joined by Modo25’s Associate Director of Strategy, Andreia Oncioiu and Ecommerce Manager at Salonwear Direct Mark Harrison, to discuss whether performance marketing is dead in a cookie-less future.
We questioned Andreia and our retail panellist Mark, on why this change could affect digital performance, the media landscape once cookies are phased out and attribution modelling.
On future-proof measurement and reporting, Andreia said: “Everyone should have started implementing CAPI (conversion API) and advanced matching for paid social, display and affiliates. Some advertisers would have started playing with understanding incrementality of a given channel and model/adapt their KPIs based on this.”
Here are Andreia and Mark’s key takeaways from the session:
- Make sure you have GA4 set up and running to collect data.
- Look at your attribution models and understand what they can do for you.
- Leverage your first-party data to understand the key factors that influence your loyal customers.
- Embrace the power of modelling; whether that’s media-mix modelling or attribution modelling.
Watch the full webinar below.
Attribution is a crucial factor for future-proof measurement, if you’d like to learn more and find out which attribution model works for you, download our free whitepaper. Which Click Wins? A guide for retailers and digital marketers on the complex science behind attribution features commentary from industry experts and data scientists.
If you’d like to save tonnes of reporting time, better predict how your ad spend will perform and have a clear view of your ad performance, book a 15-minute demo with one of the BOSCO™ Team.
