“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mario Diez, CEO, Peer39.
It felt like maybe the ad industry could get through summer without any big waves, but Google’s latest adjustment to its cookie deprecation timeline has our collective heads spinning again. After a year and a half of preparation and planning for a transition to a post-cookie world, advertisers now have an additional two years. Or do they?
While the delay is a major gift, no brand or agency should react to the news by sticking to the status quo for the next two years. Google’s more measured, incremental plan doesn’t change the writing on the wall – cookies are still going away.
Rather than celebrate, brands and agencies need to make use of the additional time they’ve been granted. Here are five things they should do – or continue doing – with the gift of more time.
1. Remember we’re in the privacy-first era
Consumers are more aware of how their data is used than ever before. Apple is putting a lot of money into ad campaigns that are built around privacy concepts and is changing its policies as a result.
Now is not the time for advertisers to retreat. Some brands may feel like they just got an extra two years to leverage exploitive tactics, chasing consumers with the same retargeting ads and…