The article argues brands should act now — investing in content, context and first-party signals — rather than waiting for a single identity solution to emerge after third-party cookies are phased out.
Because the cookieless reality is imminent and delaying action costs brands performance daily; practical steps around content, context and first-party data can preserve identity and effectiveness now.
Content and contextual targeting provide meaningful signals about audience intent and suitability for brand messages, enabling advertisers to maintain relevance and measurement without relying on third-party cookies.
This piece was originally published as a Q&A with Eugene Cherny on Search Engine Watch (link included in the article).
MediaPost | August 14, 2020 - While the advertising industry fixates on Google’s 2022 expiration date for third-party cookies, a failure to live in the here and now is costing brands daily. A cookieless reality is imminent, but advertisers can’t afford to run out the clock, willing an identity solution into existence.
Read the full Q&A with Eugene on Search Engine Watch.
.png)
.png)