For clients who run digital media, Google’s recent announcement to drop third party cookies isn’t news to us— we’ve been preparing for the elimination of cookies and other forms of ID tracking on the Internet for the past couple of years and we’ve been educating our staff on it through a series of classes on the cookieless world this year. While we are losing some of our ability to share data across platforms and target individuals these changes have caused the industry to innovate in multiple new ways to connect with audiences while increasing users' privacy. We will be testing these new tactics and as always recommending those that fit best with our clients strategy.
These changes have highlighted two things that will be paramount moving forward. First, owning your own first-party data about your customers and potential customers will create enormous value for your company in targeting new customers. If you don’t have a CRM where you are tracking your customer journey, let’s talk about how we need to get one started for you. Second, the alignment of audience, messaging and creative will keep increasing in importance moving forward to optimize return on investment.