Listen now (45 mins) | Cookie deprecation will be 100% by 2025. Jeff Greenfield, CEO of Provalytics, dives into some of the conversation starters and solutions advertisers need to move forward.
For organic totally! GEO is a whole other playing field but your need for first-party data remains the same. Without refining your content programs with the insights that come from first party data, you stand the risk of diminishing context in what you create and GEO (generative search) is meant to serve purely high context responses.
I could not help wondering: If Google drops cookies but cookies still have perceived value, what's to stop somebody else from coming in and saying "hey, we still use cookies!"
Feels like GenAI for search will replace cookie data with intent data based on users' questions, which has to be better than data based on clicks.
Then the war will be over whose links get inserted into the replies the GenAI generates.
For organic totally! GEO is a whole other playing field but your need for first-party data remains the same. Without refining your content programs with the insights that come from first party data, you stand the risk of diminishing context in what you create and GEO (generative search) is meant to serve purely high context responses.
I could not help wondering: If Google drops cookies but cookies still have perceived value, what's to stop somebody else from coming in and saying "hey, we still use cookies!"
They'd have to match Chrome's browser market cap of 64.73% 😅 Apple already has ITP where cookies are moot.