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The scoop on Google’s third-party cookie plans


Originally published: Pureprofile, 13 March 2020

An interview with our Global Head of Digital Media

By now you’ve probably heard about Google’s announcement to gradually phase out third-party cookie support in Chrome. This is the inevitable next step, after Google promised to cut down on third party tracking, announced as part of its Privacy Sandbox in August 2019. The announcement has raised a lot of questions, so we thought we’d consult our resident expert, Angel Li, Global Head of Digital Media, to address some of them directly.

What will be the impact of retiring third-party cookies? 

“Initially, not much will change because Google’s announcement indicates that a phasing out process will occur over the next two years. In an industry that moves at lightning speed, this is a turtle-paced change that will give us ample time to adjust to changes and find the technical solutions that will serve us best now and into the future.

In the meantime, we are working with our team of tech experts to build alternative products that do not rely on third-party cookies – this includes helping our clients build and enrich their own first-party data beyond the limitations of historical cookie tracking.”

Angel Li, Global Head of Digital Media

How can Pure.amplify’s clients make the best of the upcoming changes?

“Traditionally, clients have relied on third-party cookies to collect the audience segments and consumer behaviours across the web for targeting. However, since this change has already been in place across Firefox and Safari browsers, we have already been running our campaigns based on different targeting tactics and encouraging our clients to not rely solely on third-party retargeting. Since this announcement, we have seen a positive shift in our clients’ attitude to supplying first-party data to run their digital advertising campaigns. 

First-party data is defined as data that a company has collected directly from their audience. We help our clients collect data firsthand to run their retargeting digital media campaigns. When it comes to retargeting, first-party data is the best and most reliable to use. It can be comprised of data from:

  • Behaviours or actions taken across your website, app, and/or product
  • Your CRM (can include both online and offline data entry)
  • Social media profiles
  • Subscription-based emails, products or services
  • Surveys or customer feedback

We recently ran one of our clients’ retail campaigns with their supplied CRM data. This produced some impressive results by creating different audience segments quickly and easily. Most of the time clients have the means to supply us with a huge amount of data which would take, in comparison, a large amount of time to collect using third-party cookie technology.”

What’s your outlook on the future of digital advertising? 

“Our adaptability and expertise in the media space, coupled with our rich panel data and insights, makes me confident that this announcement by Google will have a minor impact on Pure.amplify and our clients. As a company, we have always strived to be leaders in privacy compliance, and this change gives us an opportunity to expand our horizons, experiment with new strategies for our clients and grow as media traders. We are all for this change and are looking forward to the future of digital advertising.” 

Read more about how rich consumer insights can optimise your media strategy.