NEXT STEPS

What can you do to keep up with the changes?

What are the next actions I should be taking?

1.

Don't panic!

Set up a working group. But don’t feel like you have to make sweeping changes immediately.

Rather, the working group tackles these changes piece by piece across the organization. Most platforms are continuing to add privacy features but the change in Chrome won’t be coming online until 2023.

The market will continue to adapt and evolve so the changes will be gradual. You don’t need to rush, rather take a steady beat.

2.

Add value to your digital platforms.

Because targeting solutions are moving towards contextual and ID-based technology it's more important than ever that you create valuable and relevant content for your target audience.

This allows you to contextually target when appropriate or tempt users to provide their details when the content is on your site, all of which helps with future targeting.

3.

Collect first-party data.

Implementing a Customer Data Platform (CDP), or your own solution, to collect and manage your prospect data will allow you to take advantage of new ID-based solutions. However, embedding these platforms can often be a long and resource-intensive process.

As such we recommend that you begin these conversations today so you're ready for 2023.

4.

Test and learn.

Testing new cookieless solutions in the short term while cookies are still present allows you to benchmark the performance of these new solutions.

Also learn as much about your audience as you can while cookies are still present e.g. Where they're located, What devices do they tend to use etc.

This builds a picture of your audience you can lean on when cookies are no longer able to target them.

5.

Stay up to date.

As new solutions develop it's important to keep re-assessing how these impact your marketing and technology stack.

Keeping up to date with market developments through partners such as Twogether will be vitally important to avoid teetering on a media cliff edge when third-party cookies bite the digital dust.

This document will be kept up to date with new developments as the market adapts.