Without Third-Party Cookies, Retailers Must Prioritize First-Party Identity Recognition скачать в хорошем качестве

Without Third-Party Cookies, Retailers Must Prioritize First-Party Identity Recognition

In January 2020, Google announced plans to deprecate third-party cookies for Chrome users. Four years — and many delays — later, Google finally began restricting access to cookies, limiting cross-site tracking for 1% of users, a seemingly small cohort that includes 30 million people around the world. Because so much time had passed, fear around its impact has eroded for many retailers. That’s doubly true when you consider that the immediate impact will be around paid channel ROI, which has already been declining for years. However, while Google won’t deprecate third-party cookies for the other 99% of Chrome users for at least a year, the time to act is now. First-party identity recognition should be the top priority for any retailer. As Bluecore’s Chief Product Officer Sherene Hilal put it, “It’s going to be the lifeblood of your marketing programs and the lifeblood of your business. If you don’t get ahead of it, it will start to impact your ability to grow at all — not just this year, but in subsequent years.” No single team or channel owner will be able to single-handedly prepare for life after third-party cookies. It should be a cross-functional effort. The good news is, retailers have access to technology that drives first-party identification and growth.