Our View on a Cookieless World.
Danielle, Agency Marketing Manager:
I think I might be one of the only marketers excited about the lack of cookies. It means we really have to look towards creativity and messaging to acquire new customers rather than tight targeting parameters. We’re heading back towards branding power, storytelling and measuring success outside of last click ROAS and it opens a real opportunity for brands to be bold and creative and have fun. We should be looking at audience data, where they are spending their time, what pushes their buttons, seeking patterns and trends, making tactical assumptions and then letting the creative do the heavier lifting.
And whilst I’m aware that it will of course be more difficult to report, marketers did it before the age of digital so we can do it now. Being cut free from the cookie reigns should excite marketers. And creative advertising should also excite consumers which is surely why we do what we do.
David, Director of Client Growth Strategy:
A cookieless world sounds frightening from the perspective of how we work today. Concretely, the bit that will be missing is the attribution of conversions to a channel / to a given campaign / to a given ad. But we will still have platform data that will be useful to assess campaigns, ads, messaging and creative. For example clicks to measure how much traffic a channel is sending to the site, CTR to measure the efficiency of an ad to catch attention and compel users to take action, VideoViewTime to measure how engaging a video is etc.
Marketers will have to work differently and probably slowly, adding one new element at the time and performing incremental tests and correlating on-platform kpis with on-site kpis to measure marketing performance. Not ideal and much more work for us but not impossible to deal with.