Post-cookie landscape: Marketers embrace opportunities amidst challenges

Adgully’s premier Marketing event, CMOs’ Charcha – Delhi Chapter 2024, took place on January 23, at Radisson Blu Plaza in Mahipalpur, New Delhi. The theme for this edition of CMOs’ Charcha was ‘Future roadmap for pursuing growth in new ways’.

The event saw an engaging panel discussion on ‘How Are Marketers Equipping Themselves For The Post-Cookie World’. In the ever-evolving landscape of digital marketing, the impending demise of third-party cookies has become a pivotal point of discussion among industry experts. During a recent session chaired by Manoj Dawane, CEO & Founder, VTION Digital, experts from the marketing realm – Chirag Jagwani, Head - Ecommerce, Fixderma India; Harish Aswani, Head – Marketing Communication, Medanta Healthcare; and Jose Leon, Chief Executive Officer, dentsu X India – shared their insights on the future of a cookie-less world. Their perspectives not only shed light on the challenges ahead, but also underscored the opportunities for marketers to innovate and pivot toward a more privacy-centric and sustainable future.

Chirag Jagwani kicked off the discussions by emphasising on the evolution of brands in a post-cookie world. He envisions brands strategically leveraging their own websites and data platforms to gather invaluable first-party data. Recognising the limitations of relying on giants like Facebook and Google, Jagwani believes brands will seek independence, employing contextual targeting based on data gathered directly from their customers. This shift towards a more self-reliant approach is poised to redefine how brands connect with their audiences.

Harish Aswani weighed in on the short-term challenges posed by the accuracy of advertisements in the absence of third-party cookies. However, he sees this as a catalyst for the industry to focus more on first-party data. In the longer term, Aswani  anticipates the challenges to be mitigated through advanced technologies and algorithms. The industry is expected to adapt by utilizing first-party data more effectively, ensuring a resilient and accurate advertising landscape in the face of evolving privacy norms.

Jose Leon addressed the elephant in the room – Google’s recent decision to turn off a percentage of its cookies. Contrary to expectations, advertising agencies are not facing detrimental effects. Leon sees this as an opportunity for agencies to pivot and take a leadership role in future-proofing advertising. He stressed the importance of respecting consumer privacy and steering away from the crumbling path of cookies. For him, this moment presents marketing technology consultants with the responsibility and opportunity to build identity solutions and alternative strategies, ensuring the future resilience of advertising.

As the session chair, Manoj Dawane encapsulated the discussion with a positive perspective, highlighting the opportunity for marketers to pivot and innovate in the face of challenges. His optimism echoed the sentiment that the industry is presented with a chance to redefine its strategies and embrace a more privacy-conscious and future-proof approach to advertising.

In conclusion, the impending post-cookie era is not merely a challenge; it is an invitation for marketers to re-evaluate, adapt, and lead the way into a new era of digital advertising where privacy, innovation, and resilience take center-stage.

These are edited excerpts. For the complete panel discussion at CMOs’ Charcha, watch below: