How to Make Your Cookieless Conversations Stand Out

On January 4th, Google sunsetted third-party cookies for 1% of Chrome users - the first step in a journey started several years ago. Third-party cookies underpin the majority of the digital advertising ecosystem but they’re seen by many as a threat to consumer privacy. While that specific news cycle has come and gone, full deprecation in Chrome isn’t expected until the end of the year, or potentially even later. This means the discussion about cookies and the future of digital advertising will continue to drive media coverage for the foreseeable future. So, the question on the minds of adtech PR teams is how can you make your POV or your client’s POV stand out from the crowd?

?Here are 4 considerations:

1. Find a way to say something new.? Add information into the discussion that isn't already there. That might look like a unique insight into experiments done by your brand or client or new tools they are using to replace the cookie.??
2. Say something spicy or provocative. In the adtech world where vendors walk a tightrope balancing their relationships to each other, are you willing to take a shot at Google, or give an unpopular opinion? This tactic is likely to get you eyeballs, but it’s always important to make sure it aligns with your comms strategy and values.?
3. Identify your niche expertise. Is your brand championing a new measurement tactic? Do you think the end of the cookie is actually a good thing for marketers or publishers? Is your exec a privacy advocate who has been working to protect consumer data even before the phasing out of cookies? Lean into what makes you an expert and a relevant voice in the conversation.?
4. Be true to your roots. It’s okay to sit out fashion trends that don’t work for you and it’s ok to sit out media news cycles that aren’t 100% on target for your brand or client. If your spokesperson isn’t an expert, hasn’t been participating in the field, doesn’t know the basics or history of digital ad buying you can pass this news cycle by – even if it’s dominating your feeds.?

As PR people and communicators, it’s our job to make smart recommendations to our clients and spokespeople about how to be present in the media conversations of the day. We hope this sparked some creative thinking, and if you’re a brand or advertiser in the space looking for guidance on this and other news moments drop us a note here !?