Resonate's Initial Point of View on the Google Chrome Announcement (Feb 2020)

The news of Google’s decision to eliminate the use of third-party cookies in the next 2 years has been well covered.  By now we have all heard about the ills of the decades old cookie solution, how it was never intended for this use, and yet it powered a $100 billion industry.  We have heard Google’s intention isn’t to threaten this industry, but to take the time needed to build the right solution for the future. A solution that is consumer friendly, privacy first, and ultimately a stimulant to an even better, more flexible ecosystem.  If you listen closely, you will even hear a very positive and collaborative sentiment from across the ecosystem.  The industry has recognized that this is a defining moment to build a better solution, put the consumer at the center, and trigger innovation and collaboration to power the coming decades.

The announcement wasn’t a surprise to those in the industry that were paying attention.  At Resonate, we have anticipated this inevitable trend and actively diversified our data processes to leverage data from well beyond the cookie, from all device types to power our deep consumer understanding.  While the cookie demise is disruptive, it is not concerning.  The promise of a new, more powerful solution is viewed with more excitement than fear.

The industry is coming together.  Google started the two-year clock with a statement about working with industry to preserve the value exchange that has powered the last few decades but do it in a privacy friendly manner.   We are excited about the changes and confident that our efforts will trigger another revolution, one that is designed to provide the best consumer experiences, while maintaining privacy – the conversations are in full swing; proposals are being made and solutions are forming.   

With these changes Resonate is poised to extend our leadership position as the premier Consumer Intelligence platform in the post-cookie era.  Our opt-in Resonate National Consumer Study stands as the ground truth for delivering the deepest understanding of the US consumer and has always been independent of the need for any 3^rd party cookie.  In addition, Resonate has a cutting-edge data and machine learning architecture that enables us to quickly adapt to emerging solutions. Resonate has made its name by being a proven disruptor in transforming the world of Consumer Insights.  We thrive and embrace constant innovation and are poised for rapid, transformative change to deliver the best outcomes for our clients.

We are excited to work with our clients and partners as we go through this industry transformation together.  Over the coming weeks and months, Resonate will continue to be actively involved in the industry discussion and the testing and development of the new solution.

Tom Craig

CTO, Resonate