The holiday season was already a madhouse. And now: Boom! The digital sky is falling. Well, the cookies are crumbling. Ah, the third-party cookies – those good old digital scouts – are now on the brink of extinction. Ad platforms cutting tracking parameters means your ads, lookalike and remarketing campaigns are all going to perform worse. Marketers everywhere are facing uncertainty from the impending demise of cookies.
Think your ad game’s been on point? Well, that's about to take a hit. That playbook you’ve been clutching? Old news. Imagine spending 20-30% more just to reach the same people next year. Sounds like a Grinch move, right?
Welcome to the Cookiepocalypse, it’s going to be a bumpy ride.
Or maybe not. What if this chaos is the best thing that can happen to you? When life gives you crumbled cookies, maybe it’s time to whip up a gourmet dessert. Enter the game-changer: Skydeo deterministic segments.
First, a quick rewind. The digital marketplace is a living entity, always morphing, always evolving. We saw this with the rise of social media, and now, with the phasing out of third-party cookies. Third party cookies have been dying a slow death for years. The market has spoken. It's rejecting cookies because, frankly, they’ve been abused and often feels like a creepy peep show. Today’s consumers want authenticity, not a sneaky peek into their browsing history. Gone are the days of simply "targeting" audiences in the dark.
Remember the good ol’ days when you could chill and let those third-party cookies do all the heavy lifting? Apple and Google just threw a wrench in the party to protect consumer privacy. It's like gearing up for an epic holiday feast, only to find out turkeys just went extinct.
Third-party cookies exit stage left. But when one door slams shut, another bursts wide open: enter Skydeo deterministic segments. Time to shift the spotlight from those disappearing cookies to the humans behind the screens.
We’ve decoded audiences from 320M+ people so you can quickly and predictably pinpoint segments more likely to convert. We use 1.4 trillion data points to predict affinity, motivation, and purchase intent of 30,000+ segments. You get 30,000+ ways to understand, engage, and resonate with the right audience.
Welcome to the age when people get content they vibe with, and marketers don’t toss cash into the void. Programmatic advertising and social campaigns? They’re still in, but the fuel has changed. It's all about deterministic data now.
Think of Skydeo deterministic segments as a Swiss Army knife for this new digital wilderness. With 30,000+ high-performing segments, you're not just replacing the cookie; you're upgrading your entire kitchen. High performing segments are more likely to convert, so you don’t have to aimlessly throw wide nets in the hopes of finding your ideal customers.
Third party cookies are going away in 2024? Fine. Our role as marketers isn't to whine; it’s to innovate, to hustle, to stay ten steps ahead. Our job is to anticipate and adapt. It's an exciting time to be in the digital space. A time to recalibrate and reinvent. It’s about using better data smarter, not to reach the most people blindly, but the right people, in the right way.
Change isn't the enemy, it is the opportunity.
