Understanding and Adapting to Google’s Cookieless Era
In 2024, Google made a significant announcement that affects how businesses collect data and advertise online, they’re phasing out third-party cookies.
But what does that mean, and how does it impact the digital space within the leisure sector?
Let’s break it down.
Actions for operations
Beyond Google’s recent cookie changes, we’ve already experienced a significant shift in how data is managed online, notably with Apple’s iOS 14 update in 2020. This update required apps to seek permission from users before tracking their activity across various platforms, with many users opting out of tracking. Meta (including Facebook and Instagram) in particular faced challenges in gathering detailed data on user interests and behaviours.
Consequently, digital advertising strategies have been adapting since, and advertising algorithms on platforms have been significantly improving. An example of this would be how Interest-based targeting on Facebook Ads is currently giving way to a more AI-driven approach focused on creative content and ad copy, leveraging algorithms to deliver personalised ads based on individual preferences, resulting in more engaging campaigns.
So, this isn’t unfamiliar territory for us, we’ve been proactive in implementing tools and processes to mitigate the effects.
The Google Chrome cookie phase out is an opportunity for leisure operators to fortify relationships with customers by prioritising data, personalisation, and trust. In this evolving digital landscape, we can continue to effectively engage with your audience.
Remember, we’re here to support you in navigating these changes and maximising our digital marketing efforts together!