The changes to the handling of cookies and user data are expected to have a significant impact on the online advertising industry and could result in the “cookie apocalypse”. To prepare for these changes, companies should consider the following:

Invest in first-party data: Companies should focus on collecting and using first-party data, which is data that is collected directly from their own customers, rather than relying on third-party data.

Use alternative tracking solutions: Companies can explore alternative tracking solutions, such as browser extensions, device fingerprinting, and server-side tracking, which may not be affected by the changes to cookie handling.

Embrace privacy-first technologies: Companies should consider incorporating privacy-first technologies, such as privacy-preserving machine learning and federated learning, into their products and services.

Re-evaluate their advertising and marketing strategies: Companies may need to re-evaluate their advertising and marketing strategies to adapt to the changes in the way that user data is collected and used. This could include a shift towards more contextually-relevant and less personalized advertising.

Educate users about privacy: Companies should educate their users about the privacy implications of their products and services and give them control over the data that is collected about them.

As a Google engineer, I can explain that the “cookie apocalypse” refers to the phase-out of third-party cookies by web browsers, which is set to happen in 2024. Third-party cookies are a technology used to track users across the web, and their phase-out will have significant implications for digital advertising and user privacy.

To prepare for these changes, companies should start shifting their strategies towards first-party data collection and consent-based tracking. This means building relationships with users and obtaining their consent to collect and use their data, rather than relying on third-party data collection.

Additionally, companies should invest in technologies such as data clean rooms, which allow for secure data sharing between partners without relying on third-party cookies. They should also explore new forms of advertising, such as contextual advertising, which targets users based on the content they are currently viewing, rather than their browsing history.

Overall, the cookie apocalypse presents significant challenges for the digital advertising industry, but by adapting their strategies and technologies, companies can continue to effectively reach and engage with users in a privacy-first world.

Companies should prepare for the “cookie apocalypse” by focusing on privacy, investing in first-party data, and re-evaluating their advertising and marketing strategies. The changes to the handling of cookies and user data represent both a challenge and an opportunity for companies to rethink the way they collect and use data and to create more privacy-focused and user-centric products and services.