Google is ditching tracking cookies on its Chrome browser by 2022 to help create a more "privacy-friendly” web. Marketers can be forgiven for mourning, but wallowing in sorrow isn't going bring back the dead.
There are five stages of grief, namely denial, anger, bargaining, depression and finally acceptance. Marketers who leapfrog the stages and get to acceptance the fastest will be the winners in the new marketing reality.
Along with such data protection and privacy laws as GDPR in the European Union, CCPA in California and the changes to Apple’s ID for Advertisers (IDFA), the death of cookies is just another milepost on our path to a less identity-based tracking marketing ecosphere. We can deny it, be angry about it, bargain and hope for alternatives, and fall into depression about it. But ultimately, marketers must accept it and adapt to new methods to get the right marketing message to the right customers at the right time. Getting to acceptance and adapting early will make for a competitive advantage.
Data-driven marketers will know this transition time is crucial to start planning long-term strategies, which ultimately help to create trust and long-term relationships with customers.
Read the full article by CEO & President Nancy Smith on Ad Age.
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