Where are browser cookies going?

Goodbye, Cookies: The Impending Farewell of Online Advertising’s Favorite Tracking Tool

The era of cookies is drawing to a close, but this doesn’t have to be a negative development. As the 2023 deadline looms, marketers are responding to the change in various ways, indicating that there’s no universal solution for the transition. However, the best course of action is to dive in and begin testing your cookie-less strategy with your team. This year presents a unique opportunity to experiment before cookies are phased out completely, so it’s best to start preparing now.

To help you get started, Quantcast and Digiday have created a guide called “The Marketer’s Playbook for the Post-Cookie World.” This guide is filled with helpful insights, recommendations, and tips for making the transition. You can download it for free.

Here are some key takeaways from the guide:

  • Don’t wait to start testing. Take advantage of this transition period to figure out what strategies and tactics will work best for you and your clients.
  • Embrace the loss of cookies. While cookies have been a crucial part of marketing for a long time, the cookie-less market presents new opportunities with lower costs and a less saturated field.
  • Focus on gathering data, not achieving results. It’s still early in the transition, so focus on collecting as much data as possible before cookies disappear.
  • Start with a few goals and build from there. Test your strategy and campaigns for a reasonable amount of time, and avoid changing too many things at once.
  • Consider working with a third-party partner to assist with the transition. Vet potential partners carefully to ensure they have the necessary knowledge and resources.

Overall, while cookies will soon be a thing of the past, the possibilities for marketing remain endless. If you want to learn more or get a jump-start on your cookie-less marketing strategy, consider reaching out to Marine Marketing Solutions or downloading the guide from Quantcast and Digiday.