Can Survey Data Save Digital Marketers In A Post-Cookie World?

Co-Founder & Principal of ThinkNow, a technology driven cultural insights agency.

Many digital marketers have yet to come to grips with what advertising in a post-cookie world will look like. The entire programmatic ecosystem is undergoing a seismic shift as Google plans to phase out third-party cookies in Chrome by 2023 in response to growing privacy concerns. But Google isn’t alone. Apple has doubled down on its privacy efforts, blocking cookies in Safari and essentially handing Facebook advertisers their walking papers as it empowers users to opt out of ad tracking.

A potential solution to the cookieless world for advertisers is a data source many are familiar with but rarely use outside of custom research, and that’s panel or sample data. Think of it as survey data. My company has been completing surveys on behalf of clients for the past 10 years. This has enabled us to gather valuable insights to enable our clients to make decisions on how best to proceed with their marketing objectives. 

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