As it stands, next year in March Google Chrome is set to ban all third party cookies. As some of you know, Apple is already allowing users to turn off tracking on their devices. With this in mind, I attended a webinar a few weeks ago to learn more about how this is going to affect marketers and advertisers as it pertains to collecting third party data for creating and shaping their campaigns.

One of the primary concepts emerging from this change is the use of Data Clean Rooms where users such as retailers can upload their first party sales information into the software which is then aggregated and anonymized (due to privacy issues). Data Clean Rooms may also be a source for third party information from a publisher(such as survey results) which would be mixed into the first party sales data. Advertisers and marketers who enter the room can then query specific aggregated info to find what they need.

However, there are a couple of drawbacks with this concept. The information needs to be solid and accurate in order to match needs. Also, Data Clean Rooms are expensive to use at the moment. As we march towards 2023, Data Clean Rooms and how they are being utilized will be a hot topic for the next year.