Cookieless winter Postponed !!

So, Google decided to postpone the sunsetting of cookies to 2024. Sigh.. I know, I can hear the anguish of ‘Not Again’ .

In fact just a few days ago, I had created a meme on how the cookieless winter is coming in 2023. Thanks to Google’s announcement I had to edit it. :)

Credits :Self

As a fallout of this announcement from Google, Some of my clients and friends from AdTech/Martech messaged and asked me:

• What will be the effect of this postponement ?
• How does it affect companies that has already started to implement MMM based solutions?
• What happens to those who still have not figured out a non cookie based solution?

So here is my take:

The Head Start

• Some companies started experimenting and implementing MMM based solutions as early as 2021 (just few months after Google had announced then that they would deprecate cookies by 2022). Not to mention, there are companies/agencies who have been implementing MMM for past 20–30 yrs. In my opinion, these companies have a huge head start vis a vis companies that are still figuring out solutions.

The Taste of Privacy

• Some companies and their clients have had a sweet taste of the cookie free solutions like MMM. A taste of freedom in a sense.
  For them going back to the cookie based solutions would be a downgrade of sorts.

2024 is not that far off

• Some companies might be tempted to take their foot of the peddle thinking that 2024 is far away. From my experience, getting MMM based solutions ready, requires a lot of R&D and experimentations. The more you experiment, the more quickly you will arrive at a good solution. So as the saying goes, “the best time to plant a tree was 20 yrs ago and the next best time is now”. Now would be the right time to experiment and adopt MMM solutions.

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LinkedIn: Ridhima Kumar