Originally published: Mumbrella, 07 July 2021
Tasneem Ali, General Manager at Pure.amplify, explores the opportunity that exists in the third-party cookie’s stay of execution.
The digital marketing community breathed a collective sigh of relief last week when Google announced that its plans to remove third-party cookies would be delayed from next year until late 2023. While the move away from third-party data has been gaining momentum, many businesses found themselves rapidly patching together strategies and solutions in preparation for the impending 2022 deadline.
The recent announcement has provided businesses the additional time needed to make a smooth shift away from third-party data. This should be seen by the industry as a “second chance” to create a strong first-party data ecosystem that is not only ready to hit the ground running in 2023, but is developed with the future of privacy in mind.