Nick Tiano | Source | CRO at Making Science
Nick Tiano
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Digiday | Advertisers slowly acknowledge that measurement, not targeting, might be the bigger cookie deprecation challenge
This shift has been brewing for quite some time — to be precise, since about four years ago, when Google first voiced concerns about third-party cookies in its browser.
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“What the tool does is it makes third-party cookie depreciation real in the same way that the inability to activate makes third-party cookie deprecation real,” said Tiano. “They can see if they’re having to pay more to acquire those people who don’t have third-party cookies versus those who do. As a marketer you can start to understand whether you’re tracking and optimizing for those people [without third-party cookies] correctly.”
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“That one percent might seem small but it’s enough for a marketer to feel the absence of those cookies,” said Nick Tiano, chief revenue officer at digital marketing and tech consulting firm Making Science.