Zack Dugow, the Founder and CEO of Insticator, a company specializing in increasing engagement for publishers, discusses the ongoing issue of cookie deprecation by Google in his latest article. This annual event, marked by Google delaying the deprecation of third-party cookies, has become a recurring tradition in the tech industry. With the latest deadline now set for sometime in 2025, Dugow explores the implications of this delay for businesses and advertisers.
He emphasizes that despite the delay, cookie deprecation is still inevitable, as privacy laws worldwide are becoming stricter regarding online tracking and data collection. In light of these developments, Dugow highlights the importance of pivoting to a first-party data collection strategy as a viable solution to address the challenges posed by cookie deprecation.
First-party data offers a range of benefits, including increased privacy compliance, reliability, accuracy, and personalized targeting capabilities. While the transition to a first-party data strategy may seem daunting, Dugow argues that the advantages far outweigh the challenges that come with it. By focusing on engaging users through various methods such as comment boards, gamification, and improving site performance, businesses can effectively gather valuable first-party data.
One of the main challenges with first-party data collection is the scope and organization of the data, especially for smaller publishers. However, solutions are being developed to address these issues, including customer data platforms and multifactor attribution methods. By pooling first-party data with partner sites and leveraging user consent in a transparent manner, businesses can overcome these challenges and harness the power of first-party data.
Overall, Dugow encourages businesses in the ad tech industry to seize the opportunity presented by Google’s delay to adopt a first-party data strategy. While some companies have been working on this approach since the initial cookie deprecation announcement in 2020, others may need to catch up quickly. By focusing on engagement, partnership building, and organizational strategies, businesses can navigate the changing landscape of online privacy regulations and data collection practices effectively.
