Google’s Announcement Doesn’t Matter, and You Shouldn’t Care
By: Amol Waishampayan
Google’s recent decision to retain third-party cookies in its Chrome browser has left many marketers ... well, unfazed. The industry has been gearing up for a cookieless future for nearly five years, and the preparation has made the reverse cookie deprecation announcement a non-event. See my LinkedIn article on the topic as well.
Key takeaways:
- Owning and leveraging first-party data is crucial for future-proofing your marketing strategy.
- The decline of third-party cookies won’t impact marketers who invest in cookieless technologies and channels.
- fullthrottle.ai’s patented technology ensures effective audience targeting and measurement, regardless of cookie deprecation.
Control Your Audience, Control Your Future
Marketers and agencies shouldn’t be overly concerned about Google’s flip-flop. There are two keys to thriving in the digital world: owning your audience data and effectively utilizing it. By focusing on first-party data ownership and advanced activation strategies, you ensure that external changes have minimal impact on your marketing effectiveness.
Cookie Deprecation Is Bigger Than Google
Digital advertising continues to shift towards cookieless environments, including connected TV, audio, retail media, and mobile apps. These channels already operate effectively without relying on cookies. Marketers who prioritize building robust first-party data strategies will be better positioned to adapt to these changes and future-proof their campaigns.
Predictions and Strategic Moves
- Chrome's Market Share: As of July 2024, Chrome has 51.07% market share in the U.S. (down two points from September 2023). At least 49% of the remaining US internet already has third-party cookies removed off the bat — and the number is growing.
- Decline of Cookies: The availability of third-party cookies will continue to diminish as Google implements new changes. User opt-in mechanisms will influence the speed of this decline, but cookies won’t completely disappear as some users will still opt in.
- fullthrottle.ai™️ Clients Will Thrive: Clients of fullthrottle.ai™️ will excel in 2025 and beyond, irrespective of Google's actions. fullthrottle.ai’s technology is not dependent on cookies. Our patented methods enable the building, activation, and measurement of shoppers, leveraging first-party data to drive results.
Leveraging fullthrottle.ai's Patented Technology
fullthrottle.ai’s patented technology transforms online audiences into addressable households, even when third-party cookies are disabled. This capability ensures that our clients can continue to identify, curate, and target relevant audiences effectively. Our platform’s strength lies in its ability to utilize first-party data and immersive household activation to deliver measurable outcomes.
The Advantage of First-Party Data
The shift towards first-party data is not just a trend but a necessity. By owning and leveraging first-party data, brands can gain deeper insights into their audiences, deliver personalized experiences, and achieve better campaign results. fullthrottle.ai’s solutions are built on this principle, providing a robust framework for data-driven marketing.
Google’s decision to maintain third-party cookies might seem significant, but it doesn’t change the fundamental trajectory of digital advertising. Brands that invest in first-party data and innovative technologies like fullthrottle.ai’s will remain resilient and competitive. The future of advertising lies in data ownership and the ability to adapt to a cookieless world. By focusing on these core principles, marketers can ensure their success regardless of external changes.
