The third party cookie is all but dead. But what can replace it? Find out why we have long believed that a hybrid attribution model is the only approach worth investing in.
Earlier this week, Google announced plans to block the third party cookie across its Chrome browser by 2022. With a 66% monopoly on the browser market this has major implications for brands still relying on traditional retargeting techniques for their display advertising.
This news hasn’t come as a shock to everyone. As we explained in our hybrid attribution white paper, the third party cookie’s days have been numbered for a while now.
Even before this week’s announcement, the battle between Google and Apple has made it increasingly difficult for brands still relying on current tracking mechanisms to deliver and understand the value of attribution on both new and existing customer engagements.
That’s why we’ve invested in a transparent, lifecycle-based hybrid attribution model that uses proprietary technology to maintain and grow market share through relevant, consented advertising that supports user choice, ePR and other legislation across any browser.
And importantly a hybrid approach does not need third party cookies.
We’ve been using our hybrid attribution model for a while now, and delivered impressive results for our clients with it, including:
- A new customer rate of 47% for Miss Selfridge
- A 9:1 ROI for Moss Bros
- A 20:1 ROI and 50,000 ticket sales for Jazeera Airways
- A 22x increase in revenue for Red Carnation Hotels
- Tripling South Africa Tourism’s daily website traffic and delivering 20k new users
- Beating the benchmark CTR by over 400% for Abu Dhabi culture and tourism
So there’s no reason to panic about Google’s latest announcement. With the right model in place, and data, creative and investment intelligence bringing new customers into your lifecycle – and keeping them there – you can achieve even better results in a post-cookie world.
If you’re worried about the death of the third party cookie, get in touch and find out how our hybrid attribution model can help you.