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Google Delays third-party cookie deprecation (Again!)
April 30, 2024
Google delays aside, privacy-first marketing is here to stay. carsales mediahouse offers effective, alternative targeting solutions for advertisers.
Google's recent decision to once again push back the deprecation of third-party cookies in Chrome offers a temporary sigh of relief for marketers. However, this extra time shouldn't be mistaken for a reversal. The industry is undeniably moving towards a future where user privacy sits firmly at the centre of digital advertising.
Commercial Director of Media at carsales mediahouse, Vanya Mariani adds, "The key priority for all advertisers in the coming months should be to explore ways to rebuild the signals that are lost that ultimately give you the customer view you’re used to seeing and planning your activity on. It’s an optimum time to rebuild and test whilst the 3rd party cookie still exists."
Cookieless targeting solutions lead the way
While the delay provides some breathing room, the core message remains clear: traditional reliance on third-party cookies for targeting is no longer sustainable. Executive General Manager of Marketing at carsales, Rafael Constantinou echoed this sentiment, adding the perspective that in the current landscape, “it's crucial to ensure that your brand is positioned in the right environment and that your product distinguishes itself in a crowd of offers.”
Browsers like Safari and Firefox already severely restrict their use, and consumer expectations for privacy are rising. That's why we weren't waiting around for Google to inevitably pull the trigger, instead, we built out our unified identity solution, carsales ID, and implemented a CDP, successfully reviving both our Safari & Firefox audiences in the process.
Our solution extracts maximum insights to drive highly accurate targeting and allows advertisers full addressability across platforms, browsers, and devices without relying on a third-party cookie.
Audience Targeting Reimagined
carsales mediahouse has worked to ensure every product is delivered cross-platform and is 100% addressable with solutions that all advertisers can tap into regardless of their own readiness.
Contextual Audience Targeting: Delivering relevant advertisements that are uniquely tailored to the category to reach shoppers at various stages in their journey with precise targeting based on their interests, timing, and buying readiness. This leverages our vast data on vehicle preferences and shopping behaviours without reliance on individual user tracking.
carsales match: Our people-based solution that enables advertisers to match their first party data and activate across the carsales mediahouse audience network for inclusion, exclusion or expansion of audiences whilst maintaining user privacy
Future-Proof Collaboration: We're committed to staying at the forefront of evolving technologies, ensuring our targeting methods remain effective long after cookies fade away.
Don't Get Left Behind
Marketers who continue to ignore the seismic change risk falling behind competitors turning to privacy-first solutions. By embracing platforms such as carsales mediahouse, you're not only leveraging our insights and strategies, but also gaining a partner who has successfully navigated this shift. "As advertisers prepare themselves for the full deprecation of the 3rd party cookie, we are available to share our own experiences to make yours smoother," affirms Vanya. With carsales mediahouse, you're not just reacting to change; you're at the forefront, building a targeting strategy designed to excel in a cookieless future.
Audience Targeting Reimagined
carsales mediahouse has worked to ensure every product is delivered cross-platform and is 100% addressable with solutions that all advertisers can tap into regardless of their own readiness.
Contextual Audience Targeting: Delivering relevant advertisements that are uniquely tailored to the category to reach shoppers at various stages in their journey with precise targeting based on their interests, timing, and buying readiness. This leverages our vast data on vehicle preferences and shopping behaviours without reliance on individual user tracking.
carsales match: Our people-based solution that enables advertisers to match their first party data and activate across the carsales mediahouse audience network for inclusion, exclusion or expansion of audiences whilst maintaining user privacy
Future-Proof Collaboration: We're committed to staying at the forefront of evolving technologies, ensuring our targeting methods remain effective long after cookies fade away.
Don't Get Left Behind
Marketers who continue to ignore the seismic change risk falling behind competitors turning to privacy-first solutions. By embracing platforms such as carsales mediahouse, you're not only leveraging our insights and strategies, but also gaining a partner who has successfully navigated this shift. "As advertisers prepare themselves for the full deprecation of the 3rd party cookie, we are available to share our own experiences to make yours smoother," affirms Vanya. With carsales mediahouse, you're not just reacting to change; you're at the forefront, building a targeting strategy designed to excel in a cookieless future.
Ready to achieve your marketing goals?