The cookie blackout is getting closer and closer. Google announced it early, giving marketers years to prepare for a reality in which this technology would not be available (although no one could have foreseen that they would have to spend that time also fighting a brutal crisis caused by a historic pandemic).
Chrome, Google’s browser and the most popular on the market, will block cookies by default from 2022. This will only take six months. “In the post-cookie world, marketers should expect substantial and sustained disruption in digital advertising that will last until the first half of 2023 or even longer,” warns Eric Schmitt, senior analyst at Gartner.
Marketers, he notes, will have to “adjust strategies quickly” as Google adjusts its policies and as its ad products appear and take hold. Even so, they will not only have to assume changes in the Google universe. The pressure generated by privacy and changes will be much broader and will touch more players. Just think about Apple’s latest move and what it means for marketers.
Apple has increased the default privacy settings for its mobile operating system, requiring consumers to give explicit consent. Those who do are only a minority . For all these reasons, it is essential to have a clear roadmap about what should be done, when and how. In the end, at least that can be concluded by looking at Gartner’s recommendations, it is almost applying common sense.
To survive the cookie apocalypse, companies must create a strategy that starts with three basic steps, which will be the pillars on which complex activity and firm action will be based. Gartner recommendations define those three key points.
Prepare for a complicated disruption Reality will not consist so much of a blackout as of a sustained situation in which different realities will work and coexist (this is what is happening now, for example, when Apple has already ‘turned off’, but Google maintains the end of its time of grace.
Therefore, from Gartner, they recommend that marketers develop a strategy that allows them to navigate the complex market that is coming and the effects that all these realities will generate in cascade. Companies will have no choice but to make changes, adjusting their spending and rethinking their media-mix.
The time has come to think about how advertising results are measured
Furthermore, the new situation does not only mean assuming that something that was there is no longer there. It also implies rethinking how things are measured and how results are managed. Now is the time to “rethink ad measurement practices.”
Companies must prepare for an era of experimentation, they warn, one in which they will have to spend more money on market research and make sure, more than ever, that they have key resources.
Tomorrow brings a closed garden
And finally, the derivative change that this cookie blackout and growing privacy concern will bring is the creation of more and more gated gardens. Each platform is increasingly its own little world and marketers will have to take on that workload. Each of them will have to be treated in a unique and specific way.