Data deprecation is here: What does it mean for marketing brands?
We have all seen the news that data deprecation is imminent. The ways that organizations collect, manage, and activate customer data are all about to change. One of the main drivers behind this impending shift is Google’s announcement that it will phase out the use of third-party cookies. Removing third-party cookies from the Google Chrome browser is being done for various reasons, but the main driver is Google’s commitment to consumer data privacy and digital trust.
The demise of third-party cookies will undoubtedly present a huge challenge for organizations when accessing the data needed for marketing and advertising purposes. Data deprecation leads to many new considerations for brands, including how to:
- Manage zero- to third-party data.
- Derive insight from merged marketing and advertising use cases.
- Activate and monetize zero- to second-party data.
And while data deprecation might make things tough on brands as they navigate a world without cookies, most organizations are taking a proactive stance. A recent survey by Forrester Consulting, The Data Deprecation Challenge, and the Promise of Zero-Party Data shows that 99% of respondents are actively responding to data deprecation concerns.
