Every now and then, an update is announced that shakes the world of digital marketing.
- In 2011, the Google Panda Update changed the face of SEO by rewarding high-quality content and stamping out keyword stuffing.
- In 2018, General Data Protection Regulation (GDPR) was designed to provide consumers with greater privacy and personal data protection.
- In April 2021, the introduction of App Tracking Transparency (ATT) in Apple’s iOS 14.5 allowed millions of mobile users to opt out of having their activity in apps and websites tracked online when using their Apple devices.
- Google is planning to get rid of third-party cookies altogether, perhaps as soon as 2022. Not only has Google announced that they will be phasing out the use of third-party cookies, but they won’t be building "alternate identifiers to track individuals as they browse across the web, nor will we use them in our products."
At first glance, these updates may seem like a hindrance to customer experience, but these updates are all about making the customer the priority. And that's what Sitecore is all about too. But let's take a step back for a moment...
The phased removal of third-party cookies certainly got people talking. On the face of it, it looked like the ability to target individuals was being taken away, measuring campaign success would be impaired, and for some, there would be the potential for advertising fraud to escalate through malware and bots.
However, all is not lost. This is an amazing opportunity to now focus on first-party data. Particularly for the brands that value their customers and are striving to be a leader in delivering relevant and meaningful customer experiences.