What to do when the cookie crumbles

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Nearly 80% of marketers rely on third-party cookies for digital advertising needs.* When cookies go away, how do we pick up the pieces and stay relevant?

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Audience targeting will be the most impacted by the death of the cookie. Marketers will lose retargeting, lookalikes, behavioral targeting, and custom segmentation.

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Without being able to be as targeted with creative messages, ad creative will need to work that much harder.

Although it is already complex, attribution is going to be even harder to measure. Right now, a pixel is appended and you get free data on how your ads are performing. Even better, these single pixels across thousands of pages and channels can then be aggregated into one dashboard, often for FREE.

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44% of marketers predict a need to increase their spending by as much as 25% in order to reach the same goals as 2021.

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The demise of the cookie will make it more challenging to target the right people with the right message - making the context of the ad that much more important. This includes the ad format, channel, message, and landing page experience.

After more than two decades as the leading source of tracking and monitoring website users and providing extremely sophisticated targeting and retargeting, third party cookies are going away. The death of the cookie, as well as Apple’s policy that asks consumers to opt in to allow apps to track their activity, represent a seismic shift in the marketing world. Brands will be forced to increase their spend — some significantly — in order to reach the same goals as last year. Marketers and CMOs are in a frenzied race to discover, “What’s next? And what do I need to be investing in now to make this a less cumbersome blow to my bottom line?” Eliza Hill, VP of Strategy at Blaze Partners, a Maine-based, B Corp certified advertising/digital marketing agency, will be asking experts from around the outdoor industry what steps they’ve taken in anticipation of the rapidly changing digital landscape and what strategies they’ll employ going forward. If your business relies on data to inform your marketing program, this is one session you won’t want to miss.