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Relief is Only Temporary: A Look at How Senior Insurance Leaders are Preparing for the Deprecation of Third-Party Cookies

How the Insurance Industry is handling the Cookie Crunch

When Google delayed its planned phase-out of third-party cookies, many in the Insurance Industry breathed a sigh of relief. The good news? More time to prepare. The bad news? Google will eventually eliminate third-party cookies, and many insurance leaders are left to continue looking for solutions that will put them in control of digital marketing and identity resolution. How are Senior Insurance Leaders handling the pressure?

Relief is Only Temporary: A Look at How Senior Insurance Leaders are Preparing for the Deprecation of Third-Party Cookies Relief is Only Temporary: A Look at How Senior Insurance Leaders are Preparing for the Deprecation of Third-Party Cookies

Some insurance companies are working on their own first-party data answers, while others are relying on partners to develop solutions. Few seemed to have ironed all the wrinkles. To clear the fog,  Acxiom partnered with Arizent to poll senior Insurance executives across P&C, Life and Health about their reliance on third-party cookies and their preparation for a presumably disruptive change in digital marketing.

“Relief is Only Temporary: A Look at How Senior Insurance Leaders are Preparing for the Deprecation of Third-Party Cookies” examines action steps taken by senior management to transition to first-party data and enhance brand strategy. This revealing report spotlights the roadblocks, unlocks the blind spots, and ultimately answers many of the questions insurance brands are wrestling today:

  • Do Insurance brands have a plan?

  • Can Insurance brands count on a vendor to create a first-party identity graph linkage for them?

  • Will Insurance brands continue to be able to share first-party data within a digital co-op, allowing them to leverage targeting and reporting on an individual basis?

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