Agency Brand Lift Cookies 
Basis
JANUARY 9, 2025
After not one, but two delays, Google pivoted yet again in 2024 when it announced it would no longer deprecate third-party cookies in Chrome. To use a non-cookie-related example, sometimes well see clients want to stop a display or video campaign because theyre not seeing the same metrics as search.
Digiday
MARCH 7, 2024
Especially when the biggest oil field — third-party cookies — is drying up. Clients, which include marketers and agencies, can bridge the divide between brand metrics, like awareness, favorability and purchase intent, to performance outcomes, like search, site visits and shopping, across their whole multimedia campaign.
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Basis
APRIL 25, 2024
To start, there’s the matter of signal loss, driven by factors such as Apple’s App Tracking Transparency, data privacy regulations , the consumer demand for data privacy , and Google’s plans to deprecate third-party cookies in Chrome in 2025. As a result, contextual is best used as one part of a multi-tactic cookieless targeting approach.
Basis
SEPTEMBER 25, 2024
As most media agencies likely understand, signal loss will continue to increase despite Google’s U-turn, as a majority of Chrome users are expected to opt-out of a cookied browser experience. Be Proactive and Transparent When educating clients about signal loss, agency teams should prioritize proactive, transparent communication.
Ad Monsters
DECEMBER 13, 2022
Thankfully, Emodo Institute took a deep dive into the wonderful world of marketer KPIs to showcase just how dramatically they were affected by cookie and ID loss. So maybe there’s something to the argument that attention metrics will be a key measure for advertisers once the cookie finally takes its final breath.
Martech
JANUARY 3, 2023
To help meet their brand marketing goals, CPGs have primarily focused budgets on the highly scalable third-party audiences curated by vendors and agency partners. brand lift survey, ad impression/frequency management) rely heavily on third-party cookies. Unfortunately, there is no third-party data panacea.
Basis
JANUARY 24, 2024
But 2024 will bring even more drastic change in this area, as Google finally deprecates third-party cookies in Chrome after numerous delays. When third-party cookies are gone, advertisers won’t be able to track their mid-to-lower funnel actions the same way they can now.
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