* UPDATE 6/30/2021
Google is delaying it’s phase out of cookies until the second half of 2023.
In an announcement on 6/24/2021, Google said it will push back their timeline as a result of “mounting industry opposition and the feedback it received when testing possible replacements”.
New Times has already shifted much of our advertising to first-party data based campaigns, allowing our partners to drive revenue with programmatic marketing and perceptions and behavior through the customer journey. By placing a higher value on our content and messaging, audiences spend more time and attention on ads that are more valuable to consumers.
Reach out if you have any questions or want to shift your marketing and advertising efforts to a more robust, better returning strategy.
As one of Phoenix’s leading marketing firms, we keep a close eye on both local and national changes in the industry. With the pending death of third-party cookies, we want to be sure our clients know exactly how that will and will not affect Programmatic Advertising as we know it.
From audience segmentation and targeting, to frequency capping and attribution, advertisers increasingly desire multichannel campaigns. And it’s clear that third party cookies are going to become far less important.
Please take a moment to read and/or download the attached letter sharing our take on the past, present, and future of these data-sourcing changes. Be aware that we are not worried. We have seen this coming for quite some time, and are ready to pivot campaigns and continue to drive traffic, revenue, and success with our partners. Feel free to reach out with any questions and we’ll continue to communicate any additional updates as they come.