Google recently announced that it is pushing out the deprecation of the third-party cookie again – from 2023 to 2024 – to give the industry time to prepare. What does preparation look like? Acxiom believes it starts with a strategy to invest in a brand’s own data as an important corporate asset, using a first-party private identity graph. This gives the brand control and sets the foundation for future resilience in the face of further changes.
We recommend brands start building their own graph consisting of all identifiers and signals, including third-party cookies, while they can. The graph will get smarter over time, making it easier for brands to recognize and connect with people in a more personal and relevant way, wherever they are. We know more change is coming. This is the time for brands to invest and prepare.