Google's cookie plans are shifting again.

Why First-Party Data Remains Your North Star 

The digital advertising landscape has been on a dynamic journey for the past five years, shaped in part by Google's evolving plans for third-party cookies. The latest development? Google has announced they will not be deprecating third-party cookies in Chrome, at least for now. While the initial plan for a new user-prompt experience was ultimately not adopted, this evolution presents a fresh opportunity to refine our data strategies. 

So, are we back to square one? Not at all! While the immediate pressure of cookie deprecation has eased, the underlying forces driving the shift towards a privacy-first world remain a powerful catalyst for innovation. And, perhaps most excitingly, Google's actions have inadvertently underscored the critical and growing importance of first-party data. 

A Dynamic Journey, A Clearer Destination 

Google's initial announcement in late 2019 to phase out third-party cookies sparked a wave of creativity and adaptation across the advertising ecosystem. While Google's recent decision might seem like a pause, it's important to remember that most other browsers already champion user privacy by blocking third-party cookies by default. 

This means that relying solely on third-party cookies for targeting and measurement is becoming increasingly less effective, regardless of Google's stance. The opportunity to build a robust, future-proof first-party data strategy is more compelling than ever. 

Why First-Party Data Still Matters 

Google's actions have highlighted the growing importance of first-party data in the advertising ecosystem. Even with third-party cookies still present in Chrome, the benefits of prioritizing first-party data are undeniable. Owning your own data provides a sustainable competitive advantage in the changing landscape. First-party data with direct knowledge of customers allows for better targeting, improved insights and more accurate reporting.  

The Rise of Retail Media and Data Clean Rooms 

The growing prominence of retail media and data clean rooms emphasizes the value of first-party data, especially for closed-loop attribution. Retail media allows brands to reach consumers directly within the retailer's environment. Data clean rooms are becoming essential in this context because they enable the secure matching of data between brands and retailers, leading to more effective measurement of marketing campaigns.  

WPP's Strategic Investment in Infosum 

WPP's acquisition of Infosum empowers us to help our clients utilize consented data. This insight lays the foundation for AI to give insights and activation across all media, not just classic digital media, but potentially into TV, radio, cinema, or other. 

Looking Ahead: A Data-Driven Future 

The cookie saga may have taken another unexpected turn, but the fundamental need for a robust first-party data strategy remains unchanged – and is now more exciting than ever! Google's actions have inadvertently underscored the importance of owning and controlling your customer data. WPP, through strategic investments like Infosum, is committed to helping our clients navigate this evolving landscape and leverage the power of first-party data to achieve their marketing goals and build a brighter future. 

Contact your local specialist today to learn more about how we can help you develop and implement a winning data strategy: 

• Norway: Jon Gillingsrud, Consultancy Lead, at [email protected]  

• Denmark: Kenneth Wittendorf, Operations Director, at [email protected]  

• Sweden: Ludvig Nyström, Senior Analytics Specialist, Tracking & Analytics, at [email protected]  

• Finland: Kerkko Rasilainen, Senior AD Operations Specialist, at [email protected]