Adapting Indian Marketing: The Cookieless Shift

Financial Express's marketing and advertising section "Bandwagon" did a story on Google delaying its cookie depreciation and its implications to the Indian market. FE has qouted Kiaos Marketing's market study on Indian markets preparedness for the event, in which we found that that over 90% of marketers are underprepared for a cookie-less future.

Since we conducted the survey in December 2023, there is now a concerted effort from all stakeholders to build their own first party data strategy and reduce dependence on third party data. “Advertisers are following varied strategies to motivate customers to share personal data. This requires considerable effort and regular investment because data once gathered will need regular updating, and hence there will be additional costs for brands,” he remarks.

Companies that will gain are retail players that have data such as purchase history, frequency of purchase, etc. Gupta adds that while players like Amazon have been leading in this segment, other brands like Myntra, Zomato and Uber that have accumulated significant customer data will now up their focus on their advertising business.