How should marketers prepare?

[robiulhasan]

Whether Google ultimately removes third-party cookies altogether or retains this form of tracking, the direction of travel for the industry is clear.

The most obvious strategic shift is a move away from individual user tracking and towards more contextual advertising. This means getting close to the patterns of the customer journey, rather than following each customer’s journey.

For example, in the automotive sector brands would target the behaviors that customers exhibit on their path to purchase and create sequential content to match that journey. That could mean pla cell phone plans in the us cing ads alongside articles that review certain models of car, or YouTube videos of a latest TV ad campaign.

Advertisers will need to layer greater understanding of their customers on top of this approach. This can come in the form of first-party data, which companies can gather by getting closer to their customers. It is essential to demonstrate that data will be handled responsibly, but also that customers can expect a better service in return for sharing their sensitive information. To help with this, marketers should aim for ‘data privacy by design’ on their websites and apps as standard.