Marketers, Media Need To Train Smarter For The Cookieless Marathon: Opinion

In Vibrant News by bnyquist

Curated News from AdAge on July 14, 2021

Now that third-party cookies will survive until 2023, you can relax and prioritize all the things you abandoned in the sprint to alternatives. Or you can feel justified in waiting to act. Right?

No way.

If you’ve ever trained for a marathon, you know there’s only one way to successfully complete a race: with consistent, disciplined training. If you train too hard, too fast, too sporadically, or not at all, injury ends your race before it begins.

While three-quarters of U.S. advertisers told us in April that they felt prepared to address the end of cookies, only 40% of them had already audited their reliance on third-party data and estimated the business impact of elimination.