Google’s 2022 cookie apocalypse: Why it will hit first party data, hyper-targeting and a solution from Westpac’s former digital media and tech boss.
This week Mi3’s Executive Editor, Paul McIntyre, discusses with Westpac’s former digital and media technology director Nick Barnett. From 2022, Google’s ban on the use of third party cookies will render up to 85% of current digital marketing useless, says Barnett. That’s when Google Chrome joins Apple and others in voiding the digital marketing industry’s most widespread currency. It’s going to break things as new pressure builds on first party data, retargeting, behavioural targeting, hypertargeting…and usher the return of research panels and contextual content environments.