Google 1% cookie deprecation: What do you need to know?

Unless you’ve been living under a rock, you’ve probably heard the news last week that Google has phased out third-party cookies for 1% of Chrome users globally. In other words, the long-awaited death of the cookie is happening now and it’s now more critical than ever to move towards cookieless marketing solutions.

The new Tracking Protection feature will affect around 30 million randomly selected users around the world who will be presented with the option to “browse with more privacy” on Chrome.

And with Google planning to get rid of cookies on all platforms by the end of 2024, this is only the beginning. While marketers still have the ability to use first-party data to communicate with their target audiences, they will no longer be able to target new customers in ways they have previously.  In the absence of cookies, advertisers need to begin adapting to alternative options.

So, what can you do? Through investing in cookie-free campaigns that integrate with your existing marketing efforts, you can adapt to this new cookieless world. And by leveraging and maximising your first-party data and contextual targeting, you can ensure your campaign performance remains strong, while reducing dependency on cookies.

Built in 2018, Crimtan’s ActiveID is one of the first consented identifiers that has been built around user consent by design for persistent tracking. This helps you to make more accurate and informed decisions about advertising at scale, whilst maintaining user consent preferences. This specialist technology works by managing consent preferences, using relevant targeting for better performance, and joining the dots with attribution to successfully reach users at every stage of the customer journey.

“The shift away from cookies doesn’t necessitate a complete overhaul of your marketing strategy. Marketers should explore alternative, cookie-free solutions for planning, activation and measurement, and collaborate with a marketing partner who specialises in navigating this new terrain, facilitating a seamless transition as Google delivers this long-awaited change.

“With a privacy-first and sustainable approach at our core, Crimtan’s innovative solutions redefine the approach to a smarter targeted advertising model across the customer lifecycle, ensuring accuracy in the absence of cookies whilst supporting privacy legislation across the world.”

Andy Houstoun, Chief Commercial Officer

To find out more on how to improve your marketing strategy in the post-cookie world, get in touch with one of our experts who can walk you through next steps, or download our free whitepaper to get started.