In 2023, Google will join Microsoft, Apple, and Mozilla in deprecating this long-time tracking and measurement tool in the name of consumer privacy. The third-party cookie will be sorely missed for: measurement, tracking, modeling, targeting, and a variety of other activities.

But all is not lost.

Across the digital marketing landscape, companies are developing and testing new solutions powered by universal IDs, first-party IDs, cohort-based targeting, and more.

But which of these options is right for your post-cookie plan? Once Google pulls the plug, you’ll need a tested solution (or combination of solutions) ready to roll out. If that sounds daunting, this playbook has you covered.

• Implement a strategy based on first-party data that extends your reach beyond your customer database
• Identify ad tech partners that offer long-term, privacy compliant cookie replacement fixes 
• Test promising new alternatives in a cookie-supported environment before time runs out

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