Google’s long-mooted plans for the death of the cookie are finally underway. The change presents brands with an unavoidable change to their digital advertising plans – but also the opportunity to focus on deepening their direct relationship with consumers.
Brands have been preparing for some time. Drinks giant Diageo has been concentrating on the opportunity since Google first announced the transition to its Privacy Sandbox in 2020.
“Diageo’s plans to address signal loss started almost four years ago,” Diageo’s global media director Isabel Massey tells Marketing Week.