To many, Google dropped a bomb today when it announced that it plans to phase out support for third-party cookies in Chrome over the next couple of years. The decision will enable the company to enhance privacy on the web, and no doubt was driven by increased consumer demands and expectations around the use and sale of their data. However, according to Justin Scarborough, PMG’s programmatic media director, the move should be no surprise to anyone. He shared his thoughts with Luxury Daily and ClickZ on why, and what marketers should be doing now.
“We have known for a long time that third-party cookies would become a thing of the past,” he said. “As brands prepare for this shift, as well as other legislative changes like CCPA, they must diversify their digital marketing and advertising mix so that it is not overly reliant on one form of data.”
He added, “Brands should develop strategies that let them own all, or at least part, of their data instead of relying on external digital platforms for targeted marketing. Data ownership is the only way brands will be able to develop the personalized marketing [that] consumers desire and expect.”
You can read the full announcement via this blog post from the director of Chrome engineering at Google.