Adapting to Third-Party Cookie Deprecation in Marketo Measure

bshin
Marketo Employee
Marketo Employee

The digital marketing landscape is changing, with the deprecation of third-party cookies leading the charge. This shift impacts how we track online interactions, affecting two features in Marketo Measure: impression tracking (via DoubleClick integration) and cross-domain tracking. Here's what you need to know:

 

  • Impression Tracking: Historically, third-party cookies allowed us to de-anonymize impression traffic. With the deprecation of third-party cookies, this capability will no longer be supported. Any B2B attribution touchpoint must come from a known individual to be useful.

  • Cross-Domain Tracking: The primary way Marketo Measure uses to identify anonymous web visitors is through form submissions. Previously, with cross-domain tracking enabled via third-party cookies, a single form submission on one domain could facilitate the identification of the same anonymous visitors across multiple domains. However, as third-party cookies are phased out, eliminating cross-domain tracking, we will rely solely on form submissions within each individual domain to recognize anonymous visitors. This shift may lead to a small drop in the number of identifiable touchpoints as sharing form submissions across domains becomes infeasible. This implies if you have a domain that has no forms, you will no longer be able to capture useful touchpoints from that domain.

 

The deprecation of third-party cookies marks a significant shift in digital marketing, but it also opens the door to new opportunities for engagement and measurement based on transparency and trust. By adapting our strategies and tools, we can continue to deliver meaningful, privacy-respecting experiences to our customers and gather insights that drive our businesses forward.

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