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Branding In Asia: Transparency in a Post-Cookie Era

Janette Higginson sitting on a panel at an event

In January 202o, Google announced the sunsetting of the third-party cookie and provided a deadline of early 2022. Though this didn’t come as a surprise to the industry, marketers have begun to question the future of digital marketing.

However, before we try to provide an answer to this question, we must first take a look at what led us here.

The fundamental reason for the demise of the third-party cookie is the trust deficit in the digital marketing ecosystem. This deficit was caused by bad actors and practices that were powered by opaque tracking behaviors that the third-party cookie powered.

Marketers and consumers alike have become more interested in the inner workings of the digital advertising ecosystem, and more specifically, how data is being used for advertising purposes.

In light of this, how does the industry respond and what opportunities lie ahead for marketers?

First-party data strategies gain momentum across Asia

The recent browser changes emphasized the need for trust and transparency to be restored, and for greater control to be placed back into the consumer’s hands. Further education is required in order for the consumer to build the understanding that they have the ability to opt-out of advertising if they so wish. To get there, all players must be focused on choice, transparency, privacy, and control.

In January 202o, Google announced the sunsetting of the third-party cookie and provided a deadline of early 2022. Though this didn’t come as a surprise to the industry, marketers have begun to question the future of digital marketing.

However, before we try to provide an answer to this question, we must first take a look at what led us here.

The fundamental reason for the demise of the third-party cookie is the trust deficit in the digital marketing ecosystem. This deficit was caused by bad actors and practices that were powered by opaque tracking behaviors that the third-party cookie powered.

Marketers and consumers alike have become more interested in the inner workings of the digital advertising ecosystem, and more specifically, how data is being used for advertising purposes.

In light of this, how does the industry respond and what opportunities lie ahead for marketers?

Read More at Branding In Asia