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How will cookie deprecation impact 2022?

Why your first-party data timeline needs to start now

With Google’s recent announcement delaying the end of third-party cookies from early 2022 to late 2023, some brands pumped the brakes on rethinking their customer data strategies. Others doubled down. 

Don’t leave this window of opportunity on the table. 

Recorded in November 2021, our 30-minute, on-demand video session covers five key questions to answer as you position your brand for success in the new customer data landscape. Your registration includes the following training materials: 

  • 30-minute video — watch on your own schedule and at your own speed 
  • One-page overview on cookie deprecation that you can share with leadership across your business 
  • Slide deck including helpful visuals to use in your business case 
  • Checklist for your new data strategy 
  • Worksheet to help you plan for a post-cookie world

Learn how to future-proof your customer data strategy — starting now. 

Key takeaways for cookie deprecation

What’s the deal with cookie deprecation? 

To understand the ramifications of losing third-party cookie data, we need to start with definitions. Here’s how we define the four types of data you may collect from your customers: 

  • Zero-party data: Data customers provide intentionally and proactively for a given purpose, and which is used for that purpose alone 
  • First-party data: Data you collect on your audiences using your own applications, websites, and interactions, which conforms to your company’s compliance and governance policies 
  • Second-party data: Data collected on new-to-you audiences by a trusted partner, conforming to compliance and governance policies similar to your own 
  • Third-party data: Data collected by an aggregator and purchased by you through demand-side platforms to reach broader audiences for advertising initiatives 

The planned end date for third-party cookies means your business needs to start preparing now to shift to other forms of data collection and use. This event, known as cookie deprecation, signals big picture impact on the marketing industry, but also stands to affect sales, data management, and security. 

What kind of impact should my company expect from cookie deprecation? 

At the very least, you should expect changes in the time, resources, and tactics you devote to marketing. Look for indicators like: 

  • Increased ad costs 
  • Reduced targeting accuracy 
  • More time required for audience modeling 
  • Restricted data movement 
  • Rise of clean rooms 

How will cookie deprecation impact my customers? 

Whether your business model is primarily B2B or B2C, after cookie deprecation your customers will experience a disconnect between what they expect and what they find when they interact with brands online. A few examples include: 

  • Decline of personalization and site memory such as login information and cart contents 
  • More personal information required to receive information and experiences online 
  • Broader, less relevant advertising 

How will cookie deprecation impact my tech stack? 

Your technology may not be optimized to get the most out of your own first-party data, much less the new trend toward second-party data from “walled gardens” like Amazon and Facebook. Because the new data landscape requires different ways of collecting, compiling, and using data, you very well may need new tools and platforms. And don’t forget governance. The more data you bring in-house, the more you need to be at the top of your security game. 

Who needs to be on the solution team? 

To bridge the cookie deprecation gap, you’ll need to include leaders from your marketing, IT, data, security, and media teams. Depending on how your organization uses data now, you may need to pull other business areas into the conversation. 

What should be done first? 

Although cookie deprecation won’t be complete until 2023, the work starts now. Assessing your third-party data risk is your first step. If you aren’t sure where to start, who to include, or what to look for, Fusion Alliance can help. In one two-week sprint, we’ll help you build a third-party data map, score your risk across the business, and build your 2023 Readiness Roadmap.  

Meet our speakers

Amy Brown

Solution Director

Adam Towvim

Marketing & Data Privacy Expert

Saj Patel

Vice President
Data Practice