Warning signs: Third-party cookie deprecation is already hurting your marketing
We’ve been hearing about the cookiepocalypse for years now, but the threat of it has seemed far off as Google kept postponing their phaseout of support for third-party cookies. Despite tech news being full of puns about baked goods and stock photos of crumbling cookies, for a lot of people it felt like some far off future.?
The thing is, signal loss in the ad ecosystem has been damaging advertising efforts for a while now. Even without a full-blown end of the cookie world, tools that rely on third-party data have been underperforming.
Any of this sound familiar?
It’s not pretty: cost of acquisition is up, and customer lifetime value is down
Tactically, this is showing up as lower match rates, slower audience activations, spottier measurement, fewer insights that take more time to generate, and previously reliable tools like DMPs and tag-based CDPs no longer delivering results.?
Own, don’t rent
Grounding an advertising approach in third-party identities is essentially renting audiences and outsourcing the workflow. As regulatory pressures and market shifts make third-party cookies and identities obsolete, the key to escaping the creeping scourge of signal loss — which will only get worse as Google phases out cookie support this year — is owning your data and workflows:
Brands we’ve worked with to make this shift have seen improvements in return on investment, cost of acquisition, match rates, and overall effectiveness.?
If you don’t have a plan in place to reorient your advertising to an owned, first-party approach in the face of cookie collapse, the thing to know is: This isn’t a future problem. It’s already happening.
Unleash the potential of AI for customer-centric marketing?
Join experts from Amperity's Joyce Gordon , Slalom 's Rio Longacre , and Amazon Web Services (AWS) on February 15 at 10am PT / 1pm ET as they delve into the transformative impact of AI on marketing strategies based on customer data.
The discussion will shed light on:
Team preparation and AI roadmaps: Gain insights into how brands can equip their teams to harness the power of AI effectively and build a roadmap for seamless integration.
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Save the date: Amplify 2024 is May 16?
Don’t miss Amperity’s annual forum for brand leaders and customer data experts to share and connect. This year’s sessions will focus on how data quality powers AI strategies and how brands can adapt to a post-cookie advertising environment.?
The old year is behind us, and marketers need to prepare for a few big industry changes. The deprecation of third-party cookies and the death of the traditional customer journey will have a major impact on marketing strategies, transforming how businesses engage with their customers.?
AI will play a pivotal role in adapting to these changes, potentially reshaping the entire marketing process. Here are the 2024 trends we’re watching and what marketers can do to prepare for them.
Get a firsthand look at the critical role of first-party data and privacy-conscious identifiers. During this “deminar” (webinar with product demo), Ad tech specialists from Amperity and The Trade Desk discuss:?
Why it’s so hard to build a unified customer view
Amperity's CTO and co-founder, Derek Slager , challenges the conventional approach of 'cleaning' data, advocating instead for embracing the inherent 'messiness' of real-world data. This paradigm shift is essential for companies to extract genuine value from their customer data. Derek explains the critical steps involved in building and maintaining a unified customer view that embraces the messy realities of data, highlighting the importance of sophisticated data integration and management techniques.