31/03/2021
We all knew this was coming one day.
In fact, I consulted for a California based digital agency on this exact subject last month.
Yes, Google killed the cookie. So what’s next?
My prediction is the death of the cookie will bring about the rise of brand communities.
Brands will have to create more niche, interactive omnichannel content to keep their current and prospective customers engaged, and championing their brand/product story.
On the ad-tech/martech front, SOV (Share of Voice) won’t solely be in the forefront of brand authority metrics. I predict we’ll see new metrics to measure community lift, etc.
What’s most intriguing to me is how a communities value will be perceived.
How are you preparing your brand to thrive in a post-cookie internet?
As content providers shift from cookies to a new paradigm of permission-based services, here are three areas of focus for content companies.
