The deprecation of the cookie and restrictions on third-party data are transforming the way digital marketers can operate. In a new article for TheDrum, GartnerMKTG analyst Mike Froggatt shares what marketers can do to prepare. Learn more: CMO
, Gartner’s Mike Froggatt explains how marketers can prepare for the end of Google's Universal Analytics this summer.According to Gartner research, just over a quarter of all marketing budgets go toward paid media, with 56% of that spent on digital channels. Proving return on ad spend is already difficult for digital marketing leaders, and changes to cookies and walled gardens strengthening their own walls will make it even more challenging.
Aside from the deprecation of the cookie, Google has another fast-approaching deadline that will impact almost every marketer with a website: the sunsetting of Universal Analytics., the migration to Google Analytics 4 entails an urgent overhaul to long-standing marketing data collection, measurement baselines and operational approaches — and deeper ties to Google’s ad ecosystem.
Owning, assigning someone on the team or finding a trusted partner to keep up with the latest news on privacy changes, cookies and third-party data regulation and their impact on the brand’s business. Partnering with media companies, as well as established and emerging technology firms, to test novel targeting strategies that reduce the eventual impact of the loss of cookies on existing media strategies.Once an organization understands how its digital media is purchased, either with an internal analysis or a report from its agency partners, determine the risk exposure to the company's marketing programs.
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