By Luís Daniel Rijo in Data News — Jan 5, 2024

CMOs Must Start Experimenting with AI Now to Prepare for the Cookieless Future

Google is advising chief marketing officers (CMOs) to start planning for a future without third-party cookies, by embracing AI in a Cookieless environment.

Marketing Strategy 2024

Google is advising chief marketing officers (CMOs) to start planning for a future without third-party cookies, by experimenting AI in a Cookieless environment.

Chrome, Google's flagship web browser, is expected to phase out third-party cookies in the second half of 2024. This change will have a significant impact on how marketers track and target their audiences.

"Third-party cookie deprecation marks an inflection point for privacy,” wrote Hanne Tuomisto-Inch, Director of Privacy Sandbox Partnerships for Europe, the Middle East, and Africa at Google. "As we move into a period of real world testing, those who plan early will benefit."

Tuomisto-Inch emphasized the importance of setting a vision for marketing that respects user privacy. She also advised marketers to determine alternative solutions for scenarios where they rely on third-party cookies.

In addition to advising CMOs to start planning for a cookieless environment, Google is also developing new tools to help marketers adapt to the changing landscape.

The Privacy Sandbox APIs are a set of open-source tools that allow publishers and advertisers to target and measure ads without relying on third-party cookies.

"We've not seen anything like the impact AI is having on marketing for decades," said Phil Wilson, Vice President of Ads Marketing for Europe, the Middle East, and Africa at Google. "In fact, GroupM estimates that 90% of digital ad campaigns will be influenced by AI by 2027."

Wilson believes that AI will be a key player in helping marketers adapt to the cookieless future. He encouraged marketers to start experimenting with AI-powered campaigns early to gain a competitive edge.

In addition to AI, Google is also investing in other technologies that can help marketers thrive in a cookieless environment. For example, Google is developing new tools that allow marketers to target and measure ads based on user interests and behaviors.

"Marketers are facing a real conundrum as we go into 2024," said James Cotton, Senior Finance Director for Europe, the Middle East, and Africa at Google. "On the one hand, they might see budgets shrink, but on the other there's an increased need to drive profitable growth."

Cotton advised marketers to closely collaborate with their finance teams to develop a financial model that helps them measure ROI accurately, balance short-term and long-term objectives, and demonstrate the impact of marketing on the bottom line.

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