Google’s announcement that it plans to phase out the use of cookies — and that it doesn’t intend to build alternatives that could track individuals across the web — naturally sparked fear and much debate, particularly among marketers. While Google appears to be making a move to better compete with its more privacy-friendly competitors, the decision has motivated technology and service providers to pursue innovations to support advertisers. Michael Gorman, SVP, Product, BD and Marketing at ShareThis, says this thriving ecosystem of innovators is precisely what will drive the future of the open web, rather than a reliance on Google alone.
Michael points out that now is the ideal time for marketers to get in on the conversation while new technologies and services that support marketers are in development. Programmatic advertising has been a focal point for much discussion, as it relies heavily on the precision and transparency enabled by the use of identifiers like cookies. To position themselves for success, Michael suggests that marketers should focus on a few core areas: measurement, publisher relationships, vendor strategies, and their own customer data. Read more about how marketers can benefit from focusing on these core areas as Google phases out cookies in Why the Cookiepocolypse Actually Affirms the Open Web at Advertising Week 360.
