Mumbai: The media arm of dentsu international has published its first in-depth review, ‘The Cookieless World: A Guide for the New Era of Digital Marketing’ which aims to provide a deep dive into the impact on brands due to major changes in web tracking capabilities and enhanced privacy legislation. Earlier in January 2020, Google had announced that it will phase out supporting third-party cookies.

This new report from dentsu explores the knock-on implications for both consumers and brands, as well as the solutions its media agencies Carat, iProspect, and dentsuX can leverage to support the change, the agency said in a statement. It will explore a range of areas including data management,  audience activation & first-party data usage, performance measurement and preparing for the deprecation of third-party cookies, it added.

On launching the report, dentsu international's global product officer-media, Rohan Philips said, “Across the globe, 91% of consumers are concerned about the amount of data companies can collect about them, and 42 per cent have taken steps to reduce the amount of data they share online. So, it’s no wonder all eyes are focused on this fundamental change in the way we all operate on the web. We now have the time and opportunity to make sure what comes next is the best solution it can be for our clients.”

“With such a major upheaval to the long-established status quo, we understand there’s uncertainty and a lot of questions. The Cookieless World report is there to provide answers for marketers who need to wrestle with the big challenges facing their brands now and in the coming years," he added.

dentsu Asia Pacific CEO-media, Prerna Mehrotra said, “With the most popular browsers ending support for third party cookies and the rise of other types of tracking prevention, the ability for brands to target consumers and measure campaign effectiveness will be impacted. This, coupled with the rise of global and local privacy legislations, will significantly change the fabric of digital marketing in the coming future. Brands will now need to relook at how they engage people online, while limiting some of the most widespread digital marketing tactics, such as personalised 1:1 targeting. The time is ripe for brands to rethink the next lap of their marketing practices.”