2024 may seem far off, but it's really not. You should be using Safari
and Firefox, which have already deprecated third - party cookies, as
well as WebView and cookieless Chrome, as testing grounds to
vet solutions that work for you. You can also use this time to
evaluate creatives, formats, and performance metrics that meet
your brand's needs.
Testing your campaigns in Safari and Firefox allows you to gain
invaluable insights into what works and what doesn't for your brands.
Optimizing your campaigns for these platforms could also help you
see tangible improved results before third - party cookies go away.
Launching and optimizing a campaign post - third - party cookies
doesn't have to be daunting if you break down your objectives and
find solutions. But it will look different than what you've previously run
before. If you need some inspiration, take a look at the sample media
plan on page 21 to imagine what your own future media plan could
look like.
Optimize your campaigns for Safari and
Firefox — the ideal testing environments.
Test
&
Learn
04
Test & Learn
04
+ Do some creatives work better
for campaigns that run on
non - 3PC browsers?
+ Which performance metrics on
these browsers correspond to
performance metrics only available
with third - party cookies?
+ For those browsers, are some ad
formats more helpful than others?
+ Which performance metrics are
still available with those browsers?
• Of those available performance
metrics, which have the most
impact on future campaign
decision - making?
Strategy/Planning
