In the days following Google’s announcement that it will not be moving forward with its plan to phase out third-party cookies on Chrome, industry discussions have surged around this hot topic.
Google has decided to maintain the use of third-party cookies for those who do not disable them, marking a significant shift from its previous strategy. The company aims to improve user privacy while preserving advertising effectiveness. Members of the EVERSANA INTOUCH Media team – Justin Chase, EVP, and Tricia Savio, VP, Programmatic Practice Lead – have shared their insights on what this could mean for pharma marketers.
Featured in Medical Marketing and Media, Chase advised marketers to continue building out first-party data strategies and databases for clients. Along with noting third-party cookies’ decreasing relevance in the coming years, he mentioned that this decision will not impact pharmaceutical marketers as much as it will those in other sectors.
“The practical outcome here is that the cookie-addressable universe of users will get smaller and smaller every day.”
Justin Chase, EVP, EVERSANA INTOUCH Media
In her article in Med Ad News, Savio discusses Google’s new approach, which emphasizes user choice. This change, influenced by stakeholder feedback and privacy considerations, introduces a user choice model via a one-time prompt for setting cookie preferences. She emphasizes the need for pharma marketers to stay informed and adaptable as the landscape evolves, highlighting the importance of ongoing testing and alternative strategies to ensure compliance and advertising effectiveness.
“The shift emerges from feedback from many stakeholders, after in-depth evaluation of privacy and antitrust regulations, and it will without a doubt have an impact on the advertising ecosystem.”
Tricia Savio, VP, Programmatic Practice Lead