eight&four - Who Ate All the Cookies (1)

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WHO ATE ALL THE

COOKIES?

A new future in tracking and targeting is

coming - and it’s one where cookies are no

longer welcome.

Privacy concerns have been mounting since 2017, with

the now distant memories of Cambridge Analytica,

GDPR and Apple IDFA coming into play.

The recent announcement of yet another delay in

Google’s third-party cookie depreciation is a good

reminder that there’s no use dreading the inevitable.

Preparation for a cookie-less future has long been

underway and, in fact, could we see these changes

breathe new life into campaign creativity?

A HISTORY OF COOKIES

EMPTYING THE COOKIE JAR: A TIMELINE

2017

2019

2020

2021 -

2024

APPLE SAFARI

ITP 1.0

Third-party cookies

cleared after 24 hours

APPLE SAFARI ITP

2.0

Blocks all third-party

GDPR

Global Data Protection

Regulation in EU

Cambridge Analytica

GOOGLE

CHROME

Announces third-party

coockies to be eliminated

by 2022

FIREFOX ETP

Third-party cookies

blocked by default

APPLE iOS 14

Identifier for advertisers

becomes opt-in - IDFA

Apple App Tracking

announced

GOOGLE

CHROME

Announces third-

party cookies to be

eliminated by H2 2024

Delays depreciation

of cookies to 2025

SOCIAL

PLATFORMS

Introduce

Conversions API to

work with Pixel

Advantage+ released

GOOGLE

UA sunsetted in

preparation for GA5

Privacy Sandbox

2018

RECIPE FOR A COOKIE-LESS WORLD

01.

GATHER 1ST PARTY DATA IN A

FUN, DIGITAL WAY

69% of UK customers stated high levels of online

privacy concerns, but at the same time, 46% said

they were happy to exchange data if there’s a

clear benefit.

There’s a tension there – so the key is gathering

that data in an incentivised, or fun, digital way.

Competitions and discounts have long been the

way forward.

But how can brands go beyond this to create

something truly tailored and valuable?

IN FOUR EASY BITES

02.

PERSONALISE CONTENT

Remember BuzzFeed quizzes? The annual Spotify

wrapped? Did anyone not have a Barbie profile

picture last year?

Brands are harnessing personalisation through

campaigns that provide convenience and

relevancy.

AI-led chat bots have boosted this. In its simplest

form; answer questions, get a bespoke

recommendation. Could it be any easier to get

brand engagement?

03.

CONTEXTUALISE CONTENT

High performing content is prepared, reactive, or

in the right place at the right time.

Geotargeted campaigns - you always notice a

‘Hey London’, right? Likewise, weather and TV

syncing have long been favourites in contextual

advertising.

More recently, search-led platforms like Google,

TikTok Shop, and Pinterest Lens are putting

content in front of users, recommending the

content they purposefully came onto the

platform to see.

04.

USE ENHANCED TECH, AI &

DATA COLLECTION TOOLS

With AI storming through every area of

advertising, specialised data platforms promise

unlocked personalisation with insights based on

GenAI.

Meta themselves have poured efforts into their

Advantage+ offering, supercharging campaigns

with predictive analytics and machine learning.

Not to forget the old faithful - we’re talking

powerful data from loyalty schemes and

newsletters; audiences ready to receive

bespoke brand messages.

WORK WITH US

With rapidly-changing guidelines and a lack of clarity for

brands and advertisers, these updates can be tricky to

navigate. We can help advise on suitable channel and

attribution approaches to drive the best results for your

brand in a landscape that’s constantly evolving. If you’d

like to talk, drop us a note: ines.casas@eightandfour.com

CONTRIBUTORS

CHLOE SINGLETON

Channel Director

ALICE MARTIN

Junior Content Writer

THE LAST CRUMB

Google's latest delay on phasing out third-party cookies comes as a

welcome reprieve for brands and advertisers, offering more time to

develop and test new tracking and personalisation options. Although

this is a buffer for now, we shouldn't wait and see how the cookie

crumbles - it's important to use the time wisely and make a plan for

when these changes come into effect.

Privacy is increasingly front of mind for users, and advertisers must

learn to prioritise their concerns in a cookie-less world - but, rather

than stifling campaign results, could this instead be a huge

opportunity to supercharge creativity?

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