CMSWire: What Now? First-Party Data Strategies in the Cookiepocalypse Apocalypse

This article was written by Greg Kihlström for CMSWire. Read the full article here.

There has been a lot going on in the news cycle of late, but one thing you surely caught was Google’s announcement that it is abandoning its plans to fully deprecate third-party cookies, though the company claims to remain committed to its Privacy Sandbox project that has been exploring alternatives to using cookies to track users to enable digital advertising. The headlines, however have been spelling it out pretty clearly: Google has abandoned its plan to kill the cookie.

We’ve been talking about the looming “cookiepocalypse” for what feels like decades but has been at least a couple of years now, and with this announcement that milestone all but vanished. That said, what should brands do in the wake of this announcement? Are all the investments in first-party data strategies, customer data platforms (CDPs) and similar initiatives in vain?

Let’s explore what this big announcement means for brands, and take a couple doses of realism about how this news affects us all.

This article was written by Greg Kihlström for CMSWire. Read the full article here.