Perspective on Google third-party cookiesAs suspicion abounds...

Perspective on Google third-party cookies

As suspicion abounds and options grow, you may feel unsure about your next move. When it comes to finding the right direction though, there’s one thing we know will lead with certainty — every time — your brand position.

When you keep your position at the forefront, you eliminate uncertainty and take control of your marketing — even in the face of company giants like Google. Your position, that meaningful difference you deliver to your customer, informs your strategy and delivers effective results. As your greatest asset, a position can give you deeper insights into the mind of your prospects and their motivations.

In the case of Google third-party cookies, your position can help you determine if you should rely on first-party data, third-party data, or a combination. For example, if your brand and its messaging resonate most with Baby Boomers, ages 55 to 64, a 2023 report asserts over 40% consistently opt out of cookie tracking when prompted (Statista). Alternatively, 20% of Millennials from ages 25 to 34 will opt out of third-party cookies while Gen Z, ages 18 to 24, are recorded at an almost 27% opt-out rate.

These statistics on Google third-party cookies can help you understand the best ways to reach your audience. In the case of reaching a more mature audience, there’s an obvious hesitancy to data tracking, even if it’s purely for marketing purposes. For these brands, focusing on Google third party cookies nearly cuts your available consumer data in half. Turning to first-party collection methods like paid search engine advertising (SERP) or behavioral advertising will feel less invasive and give you better data collection results. When it comes to the example of the Millennials and Zoomers though, you can feel more confident exploring the 70-80% of users who will still opt in to Google third-party cookies.

And even as you navigate the decision between choosing first-party data and third-party cookies, you can even employ a combination of both methods to provide the most complete picture of your consumer base.

Whether you choose to study and engage the minds of your prospects through Google third party cookies, the key to ensuring successful data collection will depend on determining and maintaining a strong position. Acting as a constant guiding light, your positioning allows you to take control of your marketing, from strategic communication to harvesting consumer data in a manner that aligns with your brand and its audience.