Tuesday, March 5, 2024

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    Butler, Shine, Stern & Partners’ Trina Arnett previews the last-second scramble to prepare for post-cookie measurement

    The advertising industry appears set for a last-second scramble to adapt to a cookieless world if and when Google officially disables third-party cookies in its Chrome browser by the end of next year. That’s based on the conversations taking place during the Digiday Programmatic Marketing Summit in New Orleans this week. And in an onstage session, Butler, Shine, Stern & Partners head of marketing sciences Trina Arnett gave a preview of what that scramble will look like.

    We’re back in 1994 world.
    Trina Arnett, head of marketing sciences at Butler, Shine, Stern & Partners

    “I have a client that just pulled all of their [conversion] tags,” Arnett said. A healthcare brand, the client had gotten nervous about privacy lawsuits popping up in California and decided to stop using all tracking mechanisms, including cookies. “They basically pulled everything. So we’re back in 1994 world.”

    The client made its decision within a matter of weeks, which has effectively kneecapped its measurement capabilities and optimization efforts in the near future.

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