Dentsu sets out the timeframe for brands to be 'cookie-free' in its new global guide on web tracking and privacy

• Cookies have been the backbone of the open internet, but the clock isticking on third-party cookies, and we need to plan for the disruptiontomorrow by rethinking data strategies today.
• dentsu international has now launched its the first in-depth review of a cookieless future to help you ease into this transition into a new world.
• As per the guide, 67% of consumers declare they have little to no understanding about how their data is being used.

Today, the media arm of dentsu international publishes the 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 provides a deep dive into the impact on brands due to major changes in web tracking capabilities and enhanced privacy legislation. It will explore a range of areas including Data Management, Audience Activation & First-party Data Usage, Performance Measurement and Preparing for the Deprecation of Third-party Cookies.

Last week, Google 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.

On launching the report, Rohan Philips, Global Product Officer, Media, dentsu international said, “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. 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.”

“With such a major upheaval to the long-established status quo, we understand there’s uncertainty and a lot of questions. The Cookieless World report is there to provide answers for marketers who need to wrestle with the big challenges facing their brands now and in the coming years.”

Prerna Mehrotra, CEO, Media, dentsu Asia Pacific said, “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 legislations, 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 personalised 1:1 targeting. The time is ripe for brands to rethink the next lap of their marketing practices.”