Cookie deprecation spurs dentsu to release The Cookieless World: 2022 Update

dentsu International has announced its 2022 follow-up to The Cookieless World – A Guide for the New Era of Digital Marketing, which provides a deep-dive into the ongoing deprecation of third-party cookies and what brands can do to prepare.

A lot has happened since the original guide was published last year. Despite Google announcing a delay to the deprecation of third party-cookies in Chrome, their decline is gathering pace. This, coupled with Australian changes to privacy and data tracking laws planned before the end of 2022, will have a significant impact on brands and businesses’ digital marketing strategies even in the shorter term. To help brands and marketers to stay on top of these latest developments, in The Cookieless World: 2022 Update, dentsu tracks the evolution from the original report and explores how the latest initiatives will not only shape the industry but present opportunity for brands as they adopt a cookieless future.

The report is now available to download here.

In this supplemental 14-page report, The Cookieless World: 2022 Update investigates implications across Data Management, Audience Activation and Performance Measurement. Towards the end of the guide, it provides a set of checklist points and practical tips. These considerations and checklist provide marketers with an insight on how the phasing out of cookies will impact their business, how to keep track of the process, and implementing and build a roadmap for new marketing strategies.

Richard Pook, chief product & technology officer, media at dentsu ANZ: “Privacy law, technology platform and consumer behaviour changes are making digital advertising an increasingly complex environment to navigate. As this report highlights, we need to think broadly and strategically across a range of disciplines to ensure that media continues to be effective.”

To help navigate the changes brought about by the deprecation of cookies, businesses will be able to draw on the support of dentsu’s media agencies Carat, iProspect, and dentsu X, and leverage dentsu merkury, dentsu’s identity solution that allows brands to deliver tailored experiences across any media channel at scale, without relying on cookies.

Danny Bass, CEO of dentsu ANZ’s media portfolio of brands, adds: “It’s our continued investment in sharing these insights with the broader industry, and our own product innovation in dentsu merkury, that highlights how important we believe it is for brands to be ready for what’s next, and start adopting new digital marketing strategies to connect with people in more relevant and privacy-safe ways.”

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