[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/06\/cpg-brands\/#Article","articleBody":"As you might already know, Google plans to stop supporting third-party cookies in Chrome starting in January 2022. Safari and Firefox are already blocking third-party cookies, but with Chrome\u2019s 64% of the market, this means that nearly 90% of users will have third-party cookies blocked next year.\nThis change will have a tremendous impact on digital advertising, especially for CPG brands. Today, most cross-site, personalized offers are handled using this technology.\nThird-party cookie deprecation is going to impact the consumer products industry more severely than other industries, as many consumer products brands are running their digital campaigns with advertising firms that use this technology.\nThe main reason is because most CPG brands don\u2019t have a direct relationship with their consumers, as traditionally, they\u00a0 sell indirectly through distributors and retail partners.\nThird-party cookies, CPG brands, and direct marketing\nFor many years, cookies have been used by advertisers to create consumers profiles of anonymous users to create and execute targeted marketing campaigns. The value of third-party cookies has been diminishing over the years, but now its end is near.\nThese kinds of changes in platforms and regulations are driven by the rise of consumer awareness and privacy concerns. The lack of transparency about who is collecting consumer information, how it\u2019s being stored, shared, and used has eroded people\u2019s trust over the years.\n \nAs third party cookies crumble, IT teams must seize 3 opportunities\n   With the upcoming end of third-party cookies, IT teams have a unique opportunity to\u00a0amplify their impact\u00a0on revenue growth and customer experience.\u00a0Read more to find out why\u2026\u00a0\u00a0  \nConsumer demand for data privacy and control control is leading companies to shift away from ad campaigns based on third-party data to focus on known consumers and retaining existing customers.\nBut without a direct connection with consumers, CPG brands haven\u2019t been able to create profiles and obtain consent of known consumers to execute direct digital marketing campaigns, or get consumer insights to execute \u201cconsumer look alike\u201d digital campaigns.\nOn the other hand, digital-native consumer products companies that have been selling direct to consumer are in a less vulnerable position. Creating consumer profiles, obtaining consent, and executing targeted digital marketing campaigns is business as usual for a digital-native CPG brand.\nForging ahead and taking control\nBig changes bring big challenges, but also big opportunities. The entire ecosystem is working on ways to take advantage of the white space that third-party cookies will leave behind.\nGoogle is working on what they call \u201cPrivacy Sandbox,\u201d which is an alternative provided to the ad industry to keep delivering targeted ads, but using a more privacy-friendly technology.\nPublishers are creating customer profiles from known subscribers and using first-party cookies to understand anonymous users. They know about the importance of quality content to build consumer engagement.\nThe growth of direct to consumer\n \nWith less third-party data available, first-party data becomes even more relevant. Retailers that already have a direct relationship with consumers are expanding their digital presence and services, collecting additional information and consumer consent to broaden their reach, but also for analytics and insights to serve consumers better.\n \nTypes of customer data: Definitions, value, examples\n   Types of customer data serve distinct purposes. Identity data, descriptive data, attitudinal data, behavioral data defined with examples.  \nCPG brands need to keep an eye on the different advertising opportunities that the new offerings will bring, but they also need to move into the driver seat and use this opportunity to create a direct relationship with their consumers. This will allow CPG brands to execute direct digital marketing campaigns and get the insights for better targeted digital advertising anywhere.\nUp close and personal: CPG brands direct to the consumer\nFor CPG brands, the value of first-party consumer data is much more than just in marketing. Consumer information is crucial for new product development, pricing and offer strategies, product assortment, retail partner negotiations, demand planning and many others.\u00a0 A holistic view of the value of consumer data across the organization is necessary to take full advantage of the opportunities ahead.\nCreating a direct relationship with consumers is all about value exchange, not just about what a CPG brand can get from the interaction but also and most importantly, about what the consumer is getting from it.\u00a0 Each product category and even geography is different, and therefore the value proposition might be also different and needs to be tailored accordingly.\nThere are many ways to bring value to consumers, including: D2C and subscription models, additional product information, detailed sourcing information, social and environmental responsibility transparency, new product development influence, exclusive promotions, additional product options, personalized products, guaranteed supply, etc.\nConsumers and manufacturers alike will benefit from a direct relationship with one another. Today\u2019s technology can make it happen, and there is no better time than the present.\nStart-ups, mid-market, enterprise: Today, every B2B business needs e-commerce to grow. We can help. Learn more NOW.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/06\/cpg-brands\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/06\/cpg-brands\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/09\/Javier-Flores-150x150.jpg"},"name":"Javier Flores","sameAs":["https:\/\/twitter.com\/javier_florex","https:\/\/www.linkedin.com\/in\/javflores\/"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/javier-alberto-flores\/"},"dateModified":"2021-11-29T16:36:03+00:00","datePublished":"2021-05-06T06:26:06+00:00","description":"CPG brands will be hit hard by the loss of third-party cookies, but can seize new opportunities to reach consumers directly.","headline":"CPG brands in a cookie-free future: Brushing off the crumbs, moving forward","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/06\/cpg-brands\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/05\/Con.Prod_.Goods_1200x375-1200x630.jpg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/06\/cpg-brands\/","name":"CPG brands in a cookie-free future: Brushing off the crumbs, moving forward","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/06\/cpg-brands\/#Article"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"05","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/05\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/05\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"CPG brands in a cookie-free future: Brushing off the crumbs, moving forward","item":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/06\/cpg-brands\/#breadcrumbitem"}]}]