Google Delays Third-Party Cookie Deprecation…Again
How many “the cookie is crumbling” slides have you made or seen over the years? Google first announced its intention to phase out third-party cookies in January 2020. Four years later, their plans have been delayed for a third time - and this time they did not announce a new date.
At this point, though, does this delay even matter to marketers? There has been so much discussion around finding alternatives, understanding the implications for digital advertising, and assessing new solutions that Google’s latest delay feels less impactful to how we’re starting to operate as an industry.
In a recent report that we conducted with Food Dive, we found that overall, marketers seem unfazed as many have already started to invest in third-party cookie alternatives. Whether Google eventually deprecates third-party cookies or not, marketers still need to be mindful of consumers’ growing privacy concerns and how they want to be marketed to today. We found that 86% of marketing executives report that their brands are very strongly or strongly considering growing consumer privacy concerns in their advertising strategies.
At Chicory, we believe that contextual commerce is a key alternative that marketers should be adding to their plans. And we’re not alone. Eighty-eight percent of marketing executives that we spoke to reported that their brands or team know about or discuss contextual commerce as an alternative to third-party cookies. Additionally, 72% of marketing executives report that their companies are already using or considering the use of contextual commerce as part of their advertising strategies; whereas, 52% of marketing executives who are already transitioning away from third-party cookies have implemented contextual commerce.
What is Contextual Commerce?
Contextual commerce allows brands to place commerce-enabled media where and when consumers are at their highest-intent to purchase — for example, CPG brands with ad placements directly within digital recipe cards that call for specific ingredients.
Brands that develop a contextual commerce strategy will discover how contextual targeting can complement their omnichannel marketing efforts. For CPG marketers, contextual commerce is the layer between highly targeted, on-platform retail media and broad programmatic advertising.
Three Key Benefits of Contextual Commerce
In our recent survey, marketers who included contextual commerce as a part of their plan, cited three key benefits:
77% called out its ability to acquire new customers
65% mentioned its scalability
50% commented on its ability to reach customers in high-intent moments
Interested in how you can take advantage of contextual commerce? Say hello@chicory.co.