Last month, Pivotal Research Senior Analyst Michael Levine downgraded Facebook’s stock citing concerns about the disappearance of third-party cookies and the declining demand for direct-to-consumer brands.
This so-called “cookie-pocalypse” has been looming over the heads of marketers ever since Google announced in May of 2019 that they will phase out third-party cookies over the course of the next two years.
If the industry’s most sophisticated analysts are questioning the social platform’s role in advertising, what does this mean for the 7 million advertisers who run ads on the platform every single day?
While it’s still quite unclear what the impact will be for advertisers who use the native platforms — Google Ads and Facebook Ads — this is going to have a significant effect on those who leverage retargeting platforms or DSPs that heavily rely on third-party cookies.
I spoke with Silverback’s Louis Belpaire to get to the bottom of it.
It Will Help Your Business Last
To prevent your business from succumbing to this pandemic, you’ve got to keep the ball rolling. Devote yourself to pushing out digital content that offers value to your readers and helps you stay relevant, too. Come up with strategies that can help keep the spirits of your team high.
It’s important to remember that all of this will soon be over. The lockdown is not meant to last forever.
If people find value in your content, chances are they’ll remember you. This is a great window of opportunity for enhancing customer retention and building a potential customer base through your authentic contribution.