Marketing in a Post-Cookie World: How to Prepare in 2022
Gain confidence in adapting to the new digital landscape by discussing and comparing practices with fellow UWEBC members.
- 3:00 PM
Event Assets
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Description
If you are a marketer and have not been sleeping for the past year, you know Apple dropped support for third-party cookies in 2021 with the release of iOS 14.5. Google’s roadmap calls for removing support for third-party cookies by the second half of 2023. The media coverage of the changes has been hyperbolic in labelling it the “Cookie Apocalypse.” Marketing as we know it is quickly changing with these updates but that has been the state of our industry for several years.
What will the impact of third-party cookie degradation be on your marketing efforts?
- Audience retargeting capability degrades over time
- Campaign efficacy diminished as unable to track some sales conversions
- Driving costs of digital advertising (CPMs) higher
The changing digital landscape for advertising has resulted in renewed discussion on two important topics: the privacy and trust of our customers and the renewed appreciation that content is still ultimately king. By focusing on creating a robust content marketing strategy, you will likely prioritize your owned media channels and capture more first-party data. For some of you the approach may be simpler than others, such as pivoting your goals from clicks and conversions to lead collection leveraged for future nurturing and retargeting efforts. For others, you will need to look for new ways to drive – and track – meaningful actions and engagements on your website.
We will discuss
- Developing a roadmap for responding to losing third-party cookies
- Impact of getting identity right
- Approaches to collect, enrich and organize first-party data
- Emerging best practices to collect customer preferences and consent
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Agenda Items
| 1:00 PM | Opening Remarks |
| 1:15 PM | Member Networking |
| No cheesy exercises. An opportunity for you to meet a few of your peers before the presentation. This is a chance to build your professional network and share how your team is impacted by third party deprecation. | |
| 1:30 PM | Google's Privacy Sandbox Initiative and Implications for the Marketing Landscape |
| Google is planning to no longer support third-party cookies sometime in the second half of 2023. Google's roadmap has been evolving and highly dynamic presenting challenges for marketers to plan their response. Sreekant Lanka, SVP & Head of Solutions, with iQuanti will share the latest information on how Google is approaching retiring third-party cookies, implications for your organization and how to plan. | |
| 2:20 PM | Break |
| 2:25 PM | Breakout Discussions |
| Our intimate virtual groups are the space where the day's "gold" gets mined. Meet peers from different industries and companies grappling with the same concerns as you. You will have a chance to share about your company's journey and hear how your peers are responding to third-party cookies no longer being supported. Learn about software tools, approaches to analytics and other tips and tricks. | |
| 2:45 PM | Closing Remarks and Wrap-Up |
| 3:00 PM | Adjourn |
Additional Information
Location: EventsAirContact: Events Team, events@uwebc.wisc.edu