This is how brands should take advantage of the grace period for cookies: 5 guidelines to work on during this extra time

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This is how brands should take advantage of the grace period for cookies: 5 guidelines to work on during this extra time

If there was one thing marketers had Afghanistan Email Address included in their work plans for the second half of the year, it was to work toward the decline of cookies. The issue was not new and had been known to loom for years. Google announced that Chrome would block cookies by default some time ago and set the application date for 2022.It can be said that marketers left everything to the last moment – at the beginning of the year everything had to be done – but the decline of cookies – or its countdown – did not coincide with the best moment. As they put out the fires of the coronavirus crisis, marketers couldn’t stop to think about cookies and their impending demise.

Although Google insisted for some time that it was going to stick to the planned schedule, finally the cookies have had an unexpected extension. Google has given them a year of grace and the blackout will not arrive until 2023. For marketers it is overtime, which gives them a certain calm. But what should they do with this unexpected extra time? Cookies were going to dominate their agenda during this second half of the year and perhaps they should continue to do so. This means spending this added time thinking about privacy, as explained in the review. Brands must bear in mind that we have entered a “privacy-first” era and that they need to play by these new rules. This extended period of transition will give room to do so.

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Instead of working in the direction that usa business they were going to take with their previous forecasts, they could use the moment to rethink their strategy. As they point out in an analysis on Ad Exchanger , this is actually an opportunity to better think about what to do and to improve the strategy. Marketers should seize the moment to focus on five guidelines. One of the trends that many companies will find themselves entangled in in this unexpected grace period is to make the most of this extra time. As long as I can use cookies, no one will take me away from them, those responsible for brands will say. However, this vision is a mistake, because this older time should not be used as usual until it can not be used anymore but to think clearly about alternatives and what it will mean.


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