The global digital ecosystem is at an inflection point. Consumers are demanding more privacy and control over their data, and the regulatory landscape is rapidly changing. Advertisers now face unprecedented opportunities as the reliance on “cookies” for tracking user activity and personalizing digital experiences comes to an end. To thrive in this cookieless world, brands must adapt to the evolving ecosystem, embrace new capabilities, and break down silos to work seamlessly across their organizations.
Our approach to your cookieless strategy is our Digital Identity offering. This involves delivering a prioritized set of customized recommendations—including a financial impact analysis and a roadmap for execution—which enable hyper-personalization across both external and internal experiences, leveraging full journey data.
By 2030, half of the world’s B2C brands will stop retaining customer data due to unmanageable compliance costs and will attempt to regain customers’ trust (Gartner Predictions Report, 2022). Soon, companies will no longer be able to rely on cookies to provide information about customers and prospects—information that is vital to maintaining customer-centricity.
The impacted tactics of a cookieless world account for over 75% of all digital marketing ROI. Without a cookie replacement solution in place, companies will no longer be able to use the core marketing capabilities—including personalization, measurement, and modeling—that they have relied on for years. For large brands, this could mean hundreds of millions of dollars lost.
Our Digital Identity solution provides:
These elements combine to enable successful cookieless implementation.
Build your complete customer engagement data solution with Publicis Sapient to enrich customer experiences and future-proof your business.
For example, a customer profile might include:
The imperative for change:
The transformative solution:
The business impact:
Ray Velez
Executive Vice President | Data & AI, Customer Engagement
ray.velez@publicissapient.com
Kyle Becker
Director of Business Development, Customer Data
kyle.becker@publicissapient.com
Craig Hooper
Director of Business Development, Customer Data
craig.hooper@publicissapient.com
For more information, visit publicissapient.com/solutions.
Publicis Sapient is a digital business transformation company. We partner with global organizations to help them create and sustain a competitive advantage in a world that is increasingly digital. We operate through our expert SPEED capabilities: Strategy and Consulting, Product, Experience, Engineering, and Data. Combined with our culture of curiosity and deep industry knowledge, this enables us to deliver meaningful impact to our clients’ businesses by reimagining the products and experiences their customers truly value. Our agile, data-driven approach equips our clients’ businesses for change, making digital the core of how they think and what they do. Publicis Sapient is the digital business transformation hub of Publicis Groupe, with 20,000 people and over 50 offices worldwide. For more information, visit publicissapient.com.