While Google’s phasing out of third-party cookies might have been news for many of our customers, NextRoll has been preparing for this future over the past few years. We’ve been actively building new technologies to ensure our customers benefit from this future.

Many of the marketing solutions our customers use today do not rely on third-party cookies to function (e.g, on-site product recommendations, building target account lists, ideal customer profiling, contextual targeting, abandoned cart recovery). Collectively, these solutions speak to the wave of innovation around first-party data happening at NextRoll and in the MarTech industry as a whole. By leveraging these tools, our customers are getting ahead of the curve and are already seeing success. 

As we continue to innovate internally, we’re also working externally on shaping what this new world will look like. We are playing a leading role in driving these conversations with Google’s Privacy Sandbox, collaborating with other industry leaders and experts on creating more transparent, privacy-oriented, and connected online experiences. We know retargeting and prospecting will evolve given these changes, and we are actively involved in defining these new standards with key stakeholders. 

While Google Privacy Sandbox and related standards mature, our customers can trust that we will be ahead of the curve as we were with GDPR and CCPA. We are advancing our own specification, called TERN, that builds on Google’s TURTLEDOVE and will share updates as to how our features are advancing to embrace our new privacy-centric world. 

Our goal is to make this transition as smooth and seamless as possible for our customers and partners. For now, nothing will change with how AdRoll and RollWorks provide customers value from the NextRoll platform for D2C and B2B marketing. There’s also nothing customers need to do at this time. We’ve got it covered and will share new updates and recommendations as we have them. If anything, customers will have even more robust first-party data capabilities to pull from moving forward. 

We encourage you to reach out to us if you have questions or desire recommendations on how to tap into new capabilities to prepare for the advancing digital world.