This is a YouTube video titled "3rd party cookies are disappearing - here's how agencies should adapt" containing a monologue or presentation from January 15, 2024, discussing the impact of the demise of third party cookies on advertising strategies and emphasizing the importance of first party data for advertisers to maintain return on ad spend.
We're one year out from the demise of third party cookies. Third party cookies are a way of tracking people at the browser level so that you can target them individually based on their browsing history. It's an extremely powerful tool that has been one of the major drivers of return on ad spend for the last 20 years. And I think people don't fully appreciate how influential that little cookie is. When that goes away, there's going to be a window where there's going to be a massive loss of signal. And in order to preserve return on ad spend, advertisers, if they don't supplement that data loss with something else, their turn on ad spend could tank. And what they need to substitute that with is their own first party data. We have been strong proponents trying to work with clients not only to optimize their advertising in the platforms, but to get their first party data and bring that first party data into the platforms. So it's more important, I think, in the years ahead to be able to understand how to craft a first party data strategy and bring data that Google doesn't have into Google, as opposed to optimizing inside of the platform.
