Fri. Mar 29th, 2024
Dentsu

When 67% of consumers say that they have little to no understanding about how their data is being used, 60% of the respondents expressed that they are not familiar with tracking prevention or unsure about the consequences on their business Dentsu review report.

On July 2, the media arm of Dentsu international published its first “in-depth review of a cookieless future” named “The Cookieless World: A Guide for the New Era of Digital Marketing”. It provides a deep insight into the impact on brands owing to the major changes in web tracking capabilities and enhanced privacy legislation. The report explores a range of areas including “Data Management, Audience Activation & First-party Data Usage, Performance Measurement and Preparing for the Deprecation of Third-party Cookies.”

Last week, Google changed the clock for supporting cookies within its Chrome internet browser. The new report from Dentsu explores the “implications for both consumers and brands, as well as the solutions its media agencies Carat, iProspect, and Dentsu X, can leverage to support the change.”

On launching the report, Rohan Philips, Global Product Officer, Media, Dentsu international said, “Across the globe, 91% of consumers are concerned about the amount of data companies can collect about them**, and 42% have taken steps to reduce the amount of data they share online. So, it’s no wonder all eyes are focused on this fundamental change in the way we all operate on the web. We now have the time and opportunity to make sure what comes next is the best solution it can be for our clients.”

“With such a major upheaval to the long-established status quo, we understand there’s uncertainty and a lot of questions. The Cookieless World report is there to provide answers for marketers who need to wrestle with the big challenges facing their brands now and in the coming years.”

Prerna Mehrotra, CEO, Media, dentsu Asia Pacific

Prerna Mehrotra, CEO, Media, Dentsu Asia Pacific remarked, “With the most popular browsers ending support for third-party cookies and the rise of other types of tracking prevention, the ability for brands to target consumers and measure campaign effectiveness will be impacted. This, coupled with the rise of global and local privacy legislation, will significantly change the fabric of digital marketing in the coming future. Brands will now need to relook at how they engage people online while limiting some of the most widespread digital marketing tactics, such as personalised 1:1 targeting. The time is ripe for brands to rethink the next lap of their marketing practices.”

By Harshita Sharma

I bring to you updates from business, policy and economy spectrum.

Leave a Reply

Your email address will not be published. Required fields are marked *