Google’s plan to phase out thirdparty cookies on Chrome browsers by 2022 could change the way brands track website visitors, improve the user experience, and collect data that helps them target ads to the right audiences.
However, Tarragon and Facebook are putting together a webinar to train businesses on how to thrive without thirdparty cookies.
Third- party cookies are placed on a website by someone other than the owner (a third party) and collect user data for the third party. Like standard cookies, thirdparty cookies are placed so that a site can remember something about the user at a later time. Third-party cookies, however, are often set by advertising networks that a site may subscribe to in the hopes of driving up sales or page hits.
The webinar will highlight the colossal impact the death of thirdparty cookies presents to the digital advertising ecosystem, specifically as it relates to brands and digital advertising agencies in Africa.
Terragon, a data and analytics company and Facebook’s conversions API partner is planning the webinar alongside industry experts such as Pricewaterhousecoopers (PWC) and Facebook.
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Osarugue Awani, VP, Marketing and Strategy at Terragon, says the webinar will offer solutions brands can test, fine-tune, and adopt for effective customer engagement s, better campaign performance and return on advertising spend ( ROAS), despite not having a third-party cookie.
“As the only Africanfounded CDP partner for the Conversions API, it is important for us to strive for innovation and to always be at the forefront of industry trends in order to help brands and ad agencies in Africa get ahead of the curve in customer engagements,” Awa n i said. “The Facebook Conversions API complements the other activation channels available on our CDP and enables brands to connect their customers via the world’s largest social media platform, Facebook.”
The plan to phase out third- party cookies was announced last year by Google. In 2021, the company said it will not be building alternate identifiers to t ra c k individuals as they browse across the web, nor will they be used in any of Google’s products. The company had said that advertisers didn’t need to track individual consumers across the web to get the performance benefits of digital advertising.
But advertisers say the plan poses a threat to effective digital advertising. At the webinar, speakers intend to highlight what the threats are both to brands and agencies and how to address the challenges. Speakers include Emily Wilson, Product Marketing and Partnerships Manager, Facebook, and Chris Humphrey, Marketing Strategy Consultant, PWC.
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