Google in Africa’s Alex Okosi on the future of marketing in a post-cookie world

This year marks an inflexion point for marketing with Chrome’s planned third-party cookie deprecation in the second half of 2024 as well as regulatory changes in the landscape.

Source: © 123rf 123rf 2024 is the year to get uncomfortably excited as a digital marketer says Alex Okosi, managing director, Google in Africa

People want to know what personal data is collected, how it’s used, and who it’s being shared with online.

Personalised online experiences valued

Echoing sentiments found in Europe, as highlighted by research from IAB Europe, which reveals that 75% of Europeans would opt for the current internet experience, complete with targeted ads, over a version devoid of personalised advertising but requiring payment for access to websites, content, and apps, Africans too, despite their privacy concerns, highly value personalised online experiences.

It’s time to take a hard look at your ad privacy strategy and get a realistic picture of how much you may still rely on legacy technology, like third-party cookies.

This is the end of the ‘precision’ era in favour of new tools like AI and privacy-preserving technology that enables ‘prediction’.

5 steps

Here are the five steps every marketer needs to take.

  1. Tagging is the most important step
  2. Consent, consent consent
  3. Create a first-party data strategy
  4. Simplify the management and use of your data
  5. Take stock and adapt

The companies that have started to embrace this new mindset shift and privacy-preserving techniques are already starting to see gains. Put bluntly, privacy is good for business.

What they’ve shown is it’s important to test and learn how to figure out what works best and make adjustments.

Regardless of where you stand, the landscape has already changed. Third-party identifiers are deteriorating fast.

It’s time to embrace the change and enter a new period of innovation and growth – together.