Dentsu Sets Timeframe For Brands To Be “Cookie Free” In New Global Guide to Web Tracking and Privacy


  • Cookies have been the backbone of the open Internet, but time is running out for third-party cookies, and we need to plan for tomorrow’s disruptions by rethinking data strategies today.
  • dentu international has now launched its first in-depth review of a cookie-free future to help you ease this transition to a new world.
  • According to the guide, 67% of consumers say they do not understand, if at all, how their data is used.

Today, Dentu International’s media arm is releasing the first in-depth look at a cookie-free future following recent Google announcements and calendars. the World without cookies: A Guide to the New Era of Digital Marketing provides a deep dive into the impact on brands due to major changes in web tracking capabilities and improved privacy legislation. It will explore a range of areas, including data management, audience activation and first-party data usage, performance measurement, and preparing to opt out of third-party cookies.

Last week, Google reset the clock for cookie support in its Chrome internet browser. Dentu’s new report explores the implications for consumers and brands, as well as the solutions its media agencies Carat, iProspect and dentsuX can leverage to support change.

Launching the report, Rohan Philips, Global Product Officer, Media, Dentu International said: “Globally, 91% of consumers are concerned about the amount of data businesses can collect about them **, and 42% have taken the amount of data they share online. So it’s no wonder that all eyes are on this fundamental shift in the way we all do business on the web. We now have the time and opportunity to make sure that what comes next is the best possible solution for our customers. “With such an upheaval of the long-established status quo, we understand that there is uncertainty and a lot of questions.
The world without cookies is here to provide answers to marketers facing the major challenges facing their brands today and in the years to come. Prerna Mehrotra, CEO Media, Dentu Asia Pacific, said, “With the most popular browsers ending support for third-party cookies and increasing other types of tracking prevention, brands’ ability to targeting consumers and measuring the effectiveness of the campaign will be affected. This, along with the rise of global and local privacy laws, will dramatically change the fabric of digital marketing in the near future. Brands will now need to rethink the way they engage people online, while limiting some of the more popular digital marketing tactics, such as personalized 1: 1 targeting. Now is the time for brands to rethink the next step in their marketing practices. ”

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