It looks like Google will actually deprecate cookies in Chrome next year, what will happen?
This is the latest in a long line of challenges to digital tracking and attribution. The last-click cookie-based tracking model was already flawed, but with GDPR, adblockers, and iOS14, it has been increasingly hard to rely solely on it. We’ve seen plenty of marketers exploring MMM for the first time with each of these shifts, so when Google Chrome deprecates cookies we’ll see another big wave. It’s better to get your house in order now because it can take some time to figure out whether to in-house or outsource it. If you decide to build in-house it can take 6+ months to get it working.