‘There’s a pragmatism we will need’: Tourism Ireland continues to search for alternatives despite Google’s cookie delay

Digiday 20 Jul 2021 04:01
July 20, 2021 by Seb Joseph

For marketers at Tourism Ireland, Google’s decision to delay plans to block third-party cookies from its Chrome browser is an exercise in pragmatism. On the one hand, they can breathe a sigh of relief. The delay means they can still rely on existing tracking strategies, which will be important as tourism emerges from the pandemic. On the other hand, however, Google’s reprieve doesn’t mean they can kick this preverbal can too far down the road. After all, third-party cookies  have already been deprecated in Safari, Firefox, Edge, and Brave browsers, and they will eventually go the same way in Chrome too. The reality is the delay changes relatively little for Tourism Ireland. 

In fact, the advertiser is still sticking with what it calls “evidence-based journey management” even though the evidence is getting harder to gather. Why? Because even if its marketers can’t generate a consumer’s propensity to go to Ireland based on tracking their behavior across ads, site and email, they can understand fragments of it — and for Tourism Ireland’s marketers, that’s better than nothing. 

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Tourism IrelandHarteIrelandAdaraBrian Harte
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