Tech at Work: How the End of Cookies Will Transform Digital Marketing

HBR IdeaCast

Harvard Business Review

Leadership, Entrepreneurship, Communication, Marketing, Business, Business/management, Management, Business/marketing, Business/entrepreneurship, Innovation, Hbr, Strategy, Economics, Finance, Teams, Harvard

4.4 • 1.9K Ratings

🗓️ 16 May 2024

⏱️ 37 minutes

🔗️ Recording | iTunes | RSS

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Summary

Managing technology has never been more challenging. HBR IdeaCast’s new special series, Tech at Work, offers research, stories, and advice to make technology work for you and your team. This week: how digital marketers are preparing for the end of third-party cookies—and what this change means for the open Internet.

Transcript

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0:00.0	OCI is the single platform for your infrastructure, database, application development, and AI needs.
0:08.0	Do more and spend less like Uber, 8 by 8 and Databrics Mosaic.
0:13.0	Take a free test drive of OCI at Oracle.com
0:17.0	slash Ideacast AI.
0:19.0	That's Oracle.
0:20.0	com slash Idea cast AI. Google.
0:25.0	Google is planning to phase out third party cookies sometime next year.
0:31.0	These are little files that are stored on your browser as you go from
0:34.6	website to website and they help companies track your identity. So Juan, what's your
0:39.9	take on this big change? If I were a digital marketer I'd be panicking right now, but I don't think
0:44.8	consumers will care. They're not going to stop seeing ads, but the ads will be less relevant. They
0:49.6	won't track you from one website to the other, but they'll track you within the website that you're in.
0:55.5	So for the average person, this is not going to matter very much, but for the digital marketer,
1:00.5	this is going to be a game changer.
1:02.4	Yeah, consumers may not be aware of this, but they're the reason it's happening.
1:08.0	Let's hear for a second from Hana Tamisto Inch, who works on privacy at Google.
1:13.0	She was speaking to Chrome browser developers
1:15.0	in a video about this change.
1:16.6	She calls cookies identifiers here.
1:18.8	We have reached a clear turning point
1:21.2	where the downsides of the identifiers outweigh the benefits.
1:25.0	People are increasingly aware of how their data is used online and their expectations for privacy are growing.
	...

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