New Report Examines How Brands Can Better Navigate Google’s Cookie Policy Changes

    New Report Examines How Brands Can Better Navigate Google’s Cookie Policy Changes

    Google reset the clock for supporting cookies in its Chrome browser. The new Dentsu report explores the implications for both consumers and brands.

    By Robert Cameron - Jul 5, 2021

    Image: Oleg Magni via Pexels

    The media arm of Dentsu international has launched its first in-depth review of a cookieless future in the wake of recent Google announcements and timelines. “The Cookieless World: A Guide for the New Era of Digital Marketing” examines the impact on brands due to major changes in web tracking capabilities and enhanced privacy legislation.

    The report explores a range of areas including Data Management, Audience Activation & First-party Data Usage, Performance Measurement and Preparing for the Deprecation of Third-party Cookies.

    “Across the globe, 91% of consumers are concerned about the amount of data companies can collect about them, and 42% have taken steps to reduce the amount of data they share online,” said Rohan Philips, Global Product Officer, Media, Dentsu international. “So, it’s no wonder all eyes are focused on this fundamental change in the way we all operate on the web. We now have the time and opportunity to make sure what comes next is the best solution it can be for our clients.


    Google recently reset the clock for supporting cookies within its Chrome internet browser. The new report from Dentsu explores the knock-on implications for both consumers and brands, as well as the solutions its media agencies Carat, iProspect, and DentsuX can leverage to support the change.

    According to the report:

    “With two-thirds of consumers (67%) having little to no understanding about how their data is used by companies, brands that proactively reach out to customers about how they approach privacy can help alleviate concerns, explain the value they deliver in exchange for data, and seize the opportunity to differentiate from the competition by positioning themselves as trusted partners.”


    Prerna Mehrotra, CEO, Media, Dentsu Asia Pacific, added: “With the most popular browsers ending support for third-party cookies and the rise of other types of tracking prevention, the ability for brands to target consumers and measure campaign effectiveness will be impacted.”

    “This, coupled with the rise of global and local privacy legislation, will significantly change the fabric of digital marketing in the coming future. Brands will now need to relook at how they engage people online, while limiting some of the most widespread digital marketing tactics, such as personalized 1:1 targeting. The time is ripe for brands to rethink the next lap of their marketing practices.”

    You can download the report here.

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