‘Food and beverage brands risk becoming totally disconnected from their customers’

Cookies – not of the baked variety – refer to data stored on an internet user’s browser, such as user identification. Combined with tracking scripts, third-party cookies can be used for retargeting, user tracking, and conversion attribution. They are an essential tool to modern day marketers.

“Third-party cookies are often used by marketers and advertisers to track users’ activity across multiple sites, to better understand their behaviour and preferences, as well as to create tailored, relevant advertisements,”​ Daniel Schmidt, biz dev and FMCG Director at loyalty solution provider Loylogic explained.

In June last year, Google said it will phase out third party cookies from Google Chrome by late 2023. The tech giant said the move should be part of web community efforts to develop ‘open standards’ that ‘fundamentally enhance privacy on the web’, giving people more ‘transparency and greater control over how their data is used’.

This is a big shake-up in the world of marketing, and FMCG brands are no exception.

What does a data drought mean for personalisation?

The way that food and beverage brands interact with consumers has evolved as the digital environment has become more pervasive. “Before the age of the internet, food and beverage brands relied on middlemen – retailers and mass media – and untargeted ad campaigns to try and reach consumers. However, all these brands in the last 25 years have relied on cookie-enabled online advertising to target and engage more effectively with consumers online,”​ Schmidt reflected.