Why Google announced plans to delay blocking third-party cookies — Sarah Dale // Nativo!

Quotes

• ?"Having something that's going to replace cookies and keep everything just the same is not likely to happen even with the delay..." - Sarah Dale, Chief Revenue Officer, Nativo

• ?"There was a lot of relief when the cookie block got delayed, but it doesn't really change the set of circumstances that marketers are in with the demise of the cookie." - Sarah Dale, Chief Revenue Officer, Nativo

• ?"We ignore a whole 40% of the audience that can't be reached through cookies. Marketers are panicking because theyve exalted cookies to a place where it's superseded its actual value." - Sarah Dale, Chief Revenue Officer, Nativo

• ??While 40% of people aren't being tracked...That doesn't mean that 40% of the market can't be marketed to. What that means is that you can't collect data on them.? - Benjamin Shapiro, Host, MarTech podcast

• ??When Google pulls the 60% of the browser share away from being able to create cookies, there's no underlying third-party data. And that creates a real problem.? - Benjamin Shapiro, Host, MarTech podcast

• ??I think that we just have become so reliant on third parties that the infrastructure for first-party data hasn't been sufficiently built.? - Sarah Dale, Chief Revenue Officer, Nativo

• ??If a marketer's job is to delight and provide value, they're going to be able to provide more of that value to get the data that they're looking for.? - Sarah Dale, Chief Revenue Officer, Nativo

• ??Consumers have proven that theyre absolutely willing to give over their data if there's a perceived value to doing so.? - Sarah Dale, Chief Revenue Officer, Nativo

• ??We talk about the attention economy and all that, but I feel like we have for the past decade asked for a lot more than their attention because we've also wanted the data.? - Sarah Dale, Chief Revenue Officer, Nativo

• ??I think how they measure and what they're measuring, their focus on the lower funnel may move up into more of the mid funnel.? - Sarah Dale, Chief Revenue Officer, Nativo

• ??We have another 18 months or so, but smart marketers are both trying to solidify their first party data strategy, and also trying all sorts of cookieless targeting...? - Sarah Dale, Chief Revenue Officer, Nativo

• ??Working in content, one of the things that we've seen to be the most successful with or without cookies is the contextual relevance...? - Sarah Dale, Chief Revenue Officer, Nativo