6. Marketers Will Find Alternatives to Third-Party Cookies

With Google’s recent announcement, another predicted death — that of the third-party cookie — has been postponed (until 2023). But while the delay means that marketers’ need to wean themselves from 3P-cookies-based targeting strategies has become slightly less urgent, it is no less critical. Consumers are demanding greater privacy protections and control over their data, and marketers will need to adjust.

You could begin by increasing your efforts to gather and fully exploit first-party data — after all, first-party cookies aren’t going anywhere. Or you can use tools like Google’s Privacy Sandbox or FLoC (Federated Learning of Cohorts) to achieve personalization and consumer targeting without intruding on user privacy. Regardless, CRM tools, surveys, and interactive content will become increasingly instrumental to marketing success.

As brands vie for consumer attention in these still uncertain times, marketers will find themselves in a familiar role: change agent. By taking these six trends into account, you’ll be able to stay ahead of the curve.