Over the last decade, the institution of more stringent privacy laws, like the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) (among others) has forced organizations to overhaul their data practice standards to accommodate the appropriate governance and compliance to meet the demands of these new regulations.
In parallel, platform companies like Apple, Microsoft, Mozilla and Google have diminished or placed greater control over the use of third-party cookies on their search engines. Safari (Apple), Firefox (Mozilla) and Edge (Microsoft) already banned 3PCs and provide capabilities that periodically delete first-party cookies.
Earlier this year, Apple and Google doubled down on efforts to limit how cookies are used. In April, Apple announced they would be limiting the use of its Identifier for Advertisers (IDFA) in their iOS systems, giving users the option to opt-in. This requires first going into settings after the IOS 14 update and asking users to opt-in to tracking. Google’s move to eliminate 3PCs from Chrome is another massive shift, effectively wiping the use of 3PCs from a browser that effectively owns 48 percent market share.
The effects can be felt already. According to initial reports, upon launch, only 4 percent of U.S. consumers chose to allow apps to access their IDFA tags. Facebook, which relies on 3PCs to effectively advertise on their network, warned investors of potential revenue impact, and began testing new ways to acquire consent from their users in response.
The lasting effects of these changes threaten more than just digital advertising. It snaps the thread of what enables organizations to achieve a true 360-view of the customer. If organizations do not put a plan in place that future-proofs their data infrastructure, authentication capabilities and data collection practices to consistently deliver strong business outcomes, they risk losing ground on progress they’ve already made improving targeting, personalization and experiential relationships with consumers. At Publicis Sapient, we have found that organizations that are not prepared for this shift risk losing up to 23 percent of their marketing attributable revenue over the next three years.