Dentsu unpacks implications and outlooks of cookieless marketing so far

Dentsu has released a follow-up to its 2021 report, ‘The Cookieless World’, further investigating implications across data management, audience activation and performance measurement that brands need to consider when phasing cookies out of their campaign tracking strategy.

Data management

Google sparked the conversation with its timeline of phasing out third-party cookies in 2021. While the timeline has since been delayed, the reliance on third-party cookies is fading across both the consumer’s and the organisation’s ends.