After four years in the making, Google’s plan to phase out third-party cookies is finally underway. By the end of 2024, marketers will have significantly fewer and weaker tools to create targeted ad campaigns on traditional demand-side platforms (DSP). The one question on everyone’s mind is: What now?
This change is an opportunity to ramp up your marketing strategy with better tools. The future lies in native, first-party data-driven ad platforms that don’t rely on cookies and third-party tags to drive targeting and collect meaningful data.
Below is a primer on the new regulatory and technical landscape marketers find themselves in, and how it presents an opportunity to disentangle yourself from DSPs and create more impactful, insightful and data-rich ad campaigns.