Life After 3rd Party Cookies 8211 A Guide
Management Summary
1. Don’t panic!
The world will continue to turn here – just as it did after the GDPR came into force. The huge opportunity is to be better than the competition with a good strategy and preparation. Or lose.
2. Analysis and strategy
Hardly any company can show an ad-hoc system map and documentation of their customer and marketing data. Now is the ideal opportunity to catch up and develop a strategy for the post-cookie era. The most important thing: strengthening first-party data and ensuring data ownership on all advertising systems.
3. Ensure consent compliance
According to our study on the compliance and future-proofing of the consent management implementations of the top D-A-CH companies, most sites are doing poorly. Both to ensure GDPR compliance and to prepare for the e-Privacy Regulation, now is the time to implement holistic enterprise CMPs (Consent Management Platforms).
4. Development of marketing DWH & CDP
Now is the time to consolidate the raw (!) marketing data in your own marketing data warehouse or CDP. Pay attention to real-time capability, import latencies and audience calculation – a two-hour-old targeting list is too old in the crucial phase.
5. Leverage the best tools and strategies from tech providers and platforms
Facebook, Google and Co offer their own solutions – these should be used intelligently. All of them! In addition, there are ID solutions that are primarily driven by everyone else. The good thing: With the newly created “Data Clean Rooms”, provider data can now be linked with your own in a privacy-compliant manner and analyzed and activated via machine learning models.
If you are interested in this topic and/or are looking for support from industry-leading experts, we would be very happy to advise you according to your specific requirements!
Feel free to contact us: kontakt@e-dialog.group
Post Cookie Era FAQ: If you came across this page looking for our white paper: Post Cookie Era FAQ – unfortunately this is currently not available. We would be happy to advise you and answer your questions personally.
