Phasing out third party cookies heralds a new era – Jonathan Beeston
By Abimbola Mohammed
Product Marketing Director EMEA, Marketing Cloud, Salesforce, Jonathan Beeston, has said phasing out of Google Chrome third party cookies may be the dawn of a new era or massive headache for digital marketers.
This was made known during the webinar held by MarketingWeek in collaboration with Salesforce with the theme: “How Brands Can Control Their Data Destiny”, recently in the UK.
Beeston noted that with Google and what is happening with Apple on data privacy, marketers need to find alternatives as some already found ways to reach their target audience.
His words: “There are a lot of things going on now and the most recent thing is Google announcing the end of third party in its chrome browser on desktop, Android and mobile system as well. What happened most recently is that they were talking about ending it this year and now they are saying they are going to hold off till 2023.
“In some cases it is a bit of a relief, and in some cases it is annoying because people have already developed advanced alternative solutions and ideas and that is the latest update for third party cookies.”
The marketing expert continued: “Apple has already put privacy right on the iOS model, there already an option whether to accept cookies and delete them after you finish, they have introduced an option that pops up to ask you if to track you across the internet and most people are saying no to that.
“So as marketers, how do we really measure given that a lot that we are accustomed to and the metrics we have used for some time now are going to be harder to measure?
“We may have over estimate the things in the short time, but we underestimate things made in the long term. So, there is not going to be a big bang moment; what is going to happen is if you are relying on third party data to help you find customers and target customers, it is going to happen quickly.”
He advised that marketers should make a mandate and think about the first party data they have been collecting and how they can use that in a positive way for every marketing moment that they have.
Beeston further said: “It is not so important to think about how I am collecting data but how I am making that relevant and how I am uniting that. Because for many marketers they have to start thinking about who actually owns the customers within the business and maybe it’s true that some customer data sits inside customer policy or sit inside a service center.
“Think about how can you start to unite all of that to get the view of customers that you have and combine it with other first party data that you have, your web analytic data, the feedback you get via email, your app analytic so as to continue engaging with your customers whether or not there is no more third party cookies.”
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