Google Abandons Decision To Get Rid of Cookies

[TScheer]

I'm sorry, I just can't help not agree with you about all the "great" things are being done for the consumer.

But, I do agree that "owning and maintaining exclusive access to first-party data provides a competitive edge." If you didn't already give away a lot of this data in the name of being able to see some stats or hopes it helps your SEO.

How much can scraping your user data really can help to drive customer engagement?
I remember reading here that many customers don't always buy the same make, model, color.
How much data can you really collect for customer that you might see 2-3 times in their life time?

Now, if you could get Googles data on that customer! Things get super interesting! You could probably predict:
-- which vehicle they want to see on your lot
-- if they plan to buy ties
-- possibility if they will go berserk or not about vin etching and pinstripes
-- how many options and which ones they want
-- if they will want to buy let's say an M4 with 30K miles or if they are willing to buy the M4 with 76K miles if it has red stitiching

This is the marketing data that Google is likely able to provide. It's all law of averages based on search queries.
Just think of what kind of "googling" you do.

@Carsten this is where having a Master Data Management plan with composable CDP is so valuable. There are ways to capture that data outside of Google, data that you control and can use to be able to predict many of the things you've highlighted here.

 

[Mark A Hoffman]

I can't help but imagine that there was a high-level meeting at Google and the CEO said "Wait....going cookie-less is going to cost us how much in lost ad-revenue?" and then it was decided that "protecting the consumer" wasn't as important as they thought it was.

But I agree with others; it's probably inevitable at some point and dealers that rely less on it will be in a far better position in the future.