Dentsu has launched the 2022 edition of its The Cookieless World – A Guide for the New Era of Digital Marketing report which aims to help brands get ready for the death of third-party cookies.
The company says that since it debuted the report last year, a significant amount has changed for advertisers and brands in the space. Despite Google announcing a delay to the depreciation of third-party cookies in Chrome, their decline is “gathering pace.” Similarly, changes to Australian privacy and data tracking laws planned at the end of this year will have a “significant” effect on digital marketing strategies.
The 14-page report looks into the implications for Data Management, Audience Activation and Performance
Measurement and provides guides and tips on how to work around the changes.
“Privacy law, technology platform and consumer behaviour changes are making digital advertising an increasingly complex environment to navigate. As this report highlights, we need to think broadly and strategically across a range of disciplines to ensure that media continues to be effective,” said Richard Pook, chief product and technology officer, media, at Dentsu ANZ.
Dentsu also says that brands will be able to lean on its in-house media agencies for support as third-party cookies fade into obsolescence. Agencies Carat, iProspect, and dentsu X can all help brands, while dentsu merkury, the company’s future-proofed identity solution allows brands to deliver tailored experiences across any media channel at scale, without relying on cookies.
“It’s our continued investment in sharing these insights with the broader industry, and our own product innovation in dentsu merkury, that highlights how important we believe it is for brands to be ready for what’s next, and start adopting new digital marketing strategies to connect with people in more relevant and privacy-safe ways,” added Danny Bass, CEO of Dentsu ANZ’s media portfolio brands.
You can read the report here.
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