2023 Trends: The Death of The Cookie
In its August 2022 report, eMarketer notes that digital marketers in the healthcare industry are faced with significant challenges in the year ahead. “If we don’t diversify our approach to the market, soon we’ll be operating by the equivalent of candlelight…The industry risks losing $10 billion in annual sales –without a serious plan for what happens when everyone’s in the dark. “The executive summary puts it like this: “The pandemic upended everything in healthcare, even advertising. Spending on digital channels surged in 2020 and again in 2021. Now, marketers are grappling with a new landscape where consumers access treatment through video visits, mobile apps, and text messages. But what’s top of mind for healthcare and pharmaceutical marketers wasn’t caused by the pandemic – it’s the impending deprecation of third-party cookies, even after Google postponed its rollout until late 2024. …” And though it may be tempting to procrastinate, the Interactive Advertising Bureau’s (IAB) State of Data Report released in February of 2022 warns about the consequences of doing so.
“IAB’s State of Data Report is raising alarm bells, indicating that advertisers are on the brink of losing their ability to measure advertising campaigns with no industry consensus about what to do next,” according to the press release. “If we don’t diversify our approach to the market, soon we’ll be operating by the equivalent of candlelight,” said Angelina Eng, Vice President, Measurement and Attribution, Programmatic+Data Center, IAB. “The industry risks losing $10 billion in annual sales – without a serious plan for what happens when everyone’s in the dark. “The release notes that IAB commissioned Ipsos to execute a quantitative and qualitative analysis “to examine how privacy legislation, deprecation of third-party cookies/IDs, and cross-media addressability constraints and innovations are impacting advertising measurement.”
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