3rd-party Cookies

‘Talent of the Year’ at the 2022 MWG Awards, Robert Heijmans is an energetic advocate of new, cutting-edge approaches to marketing and advertising. He embraces new technology, relishes the challenges of a cookieless future, inspires clients with his vision and is tuned in to the big shifts in the media landscape such as consumer-centric advertising and segmentation. In this interview, Heijmans reveals what future possibilities most excite him.

In this media review, you can find out more about the latest Google announcements concerning the 3rd-party cookie phase out being postponed until 2024 [Note: In April 2024, it was further postponed until early 2025] and the tests expansion for the Privacy Sandbox for the Web, the news connected with Google’s Origin Trials and Topics API, as well as the reboot to the EU’s digital rulebook by the European parliament—DSA and DMA.

Consumer tech companies, like Samsung, operate in an environment with high average order values (AOVs) but long gaps between conversions. This means it is essential to maximize individual sales and build brand loyalty that lasts long after a purchase is complete. Companies can best do this by building direct connections with their customers across a variety of sales channels. However, this means overcoming the challenges posed by the loss of access to third-party cookies in the oncoming cookieless future.

The end of third-party tracking cookies is on the horizon, but it’s not as bad as you might think. Despite concerns from some advertisers that losing third-party cookies will make it impossible to deliver personalized advertising, there are already a number of effective solutions in the works to ensure that users can still enjoy relevant ads, without any privacy fears.

Let’s take a quick dive into why third-party tracking cookies are being retired, what that means for your advertising strategy, and why it’s actually a good thing for both customers and advertisers.

From the printing press to Deep Learning, the history of marketing shadows all our great leaps forward in communications technology. It is the marketer’s job to identify how these novel technologies can be used to reach potential customers, and educate them about products and services that enrich their lives.

The printing press let us create posters, radio and television enabled us to speak to people in their homes, and the internet gave us new ways to sell to people. Today, we’d like to take a moment to dive into how marketers can take advantage of the next big leap forward in technology: Deep Learning.

Have you ever downloaded the data Facebook has on you? Or Google? The sheer breadth of data collection has 86% of consumers worried, and this has led to a number of users leaving data-hungry social media platforms. It has also forced organizations like Google to do some soul-searching and adjust their approach to user data, notably by retiring third-party cookies.