Google recently announced a delay in bringing third-party cookies to an end within Chrome. It’s not the first time the change has been delayed:
“This is the third time Google has pushed back its original deadline set in January 2020. Back then, the tech behemoth promised to phase out third-party cookies “within two years” to beef up security for users while surfing the web. But since then, Google’s hit the brakes twice already. And every time, it’s been to give the ad industry more prep time for something that’s been surrounded by a lot of ifs, buts, and maybes. Even at the start of the year, as Google phased out cookies for one percent of browser traffic, questions loomed over when more significant changes would occur.”1
With every announcement and change comes important questions about how to navigate a cookie-less world and continue to reach voters online.
The Majority Strategies digital team uses an identity graph to create a unified view of an individual voter across multiple devices and platforms. That allows for various data points associated with a single user to be connected, including email addresses, social media profiles, mobile device IDs, and other identifiers like those cookies digital remarketing ads have relied on in the past.
With that identity graph, Majority Strategies goes beyond cookies, associating website visits and actions with an individual voter’s RampID, device ID, or other identifiers. Bringing these data points together allows us to better understand the individuals within our clients’ targeted audiences, from their behavior to their preferences to their journey across different channels.
Put simply, Majority Strategies leverages this approach to ensure continued engagement with targeted audiences while respecting their privacy preferences. This strategy is prime for a cookie-less digital landscape and ensures a more effective and personalized campaign.
- Does your digital plan paint broad strokes or target individuals in your audience more precisely?
- Are your dollars being used effectively and efficiently to deliver your message and persuade and motivate the voters you need behind you?
- Are you ready for a cookie-less world?
The Majority Strategies team can help. Contact us today.
1 https://brandequity.economictimes.indiatimes.com/news/digital/google-delays-third-party-cookie-demise-yet-again/109549618