Observed Signal · Jun 1, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
5 Targeting Recommendations for a Post-Cookie World
As Google phases out third-party cookies, marketers must adapt their targeting strategies. This CMSWire feature outlines five recommendations: test targeting processes without third-party data, incentivize consumers to share first-party data, engage with walled garden identity solutions, use data management platforms, and create immersive digital experiences. It cites research from Boston Consulting Group and Google showing that while two-thirds of consumers want relevant ads, nearly half are uncomfortable sharing data. Experts from Forrester, Clarus Commerce, NetElixir, and Pantheon contribute insights. The article also references identity solutions including The Trade Desk's Unified ID 2.0, LiveRamp's RampID, Google's Privacy Sandbox, Neustar's Fabrick ID, and Yahoo ContentID.
Provides practical guidance for marketers adapting to the deprecation of third-party cookies, referencing major identity solutions, but does not announce new industry developments.
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Key Takeaways & Evidence Grounding
- Google planned to end support for third-party cookies in 2023, according to the article.
- Research from Boston Consulting Group and Google found that two-thirds of consumers want relevant ads, but nearly half are uncomfortable sharing their data for personalization.
- The percentage of consumers willing to share email addresses fell from 93% in 2018 to 60% in 2021, according to Clarus Commerce CEO Tom Caporaso.
- The article recommends identity and tagging solutions including Unified ID 2.0, RampID, Privacy Sandbox, Fabrick ID, and Yahoo ContentID.
- Forrester analyst Tina Moffett advises marketers to set realistic expectations and test new targeting approaches.
Connected Companies & Entities
7 Entities mapped“As Google ends its support for third-party cookies in 2023 — if the company doesn’t delay its plans again — marketers are challenged with th...”
“Forrester recommends that brands should determine if a new targeting approach is necessary to meet their goals....”
“Research from Boston Consulting Group and Google shows that while two-thirds of consumers want relevant ads, nearly half of them are uncomfo...”
“Trade Desk’s Unified ID 2.0...”
“Live Ramp’s RampID...”
“Neustar’s Fabrick ID...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
US suspends Microsoft, Adobe from green card labor program
The Trump administration has suspended Microsoft, Adobe, and six other major tech firms—Capgemini, Cognizant, HCL, Infosys, Tata, and Wipro—from the U.S. Permanent Labor Certification program, which facilitates green cards for skilled foreign workers. Secretary of Labor Keith Sonderling cited active federal investigations and alleged fraud, noting that no new or pending applications from these companies will be accepted. Vice President JD Vance accused Microsoft of replacing laid-off workers with H-1B visa holders. Microsoft defended its practices, stating that most U.S. employees are American and that 80% of its H-1B petitions were for existing employees. The announcement was made during a White House summit on H-1B fraud, and the administration also plans to investigate nine universities, including Harvard, Yale, and Stanford, over student visa program abuse.
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