We’ve been saying this for a long time, but now it’s really time to pay attention


By John Burke

We wrote a blog about the death of demographics a long time ago and now, with the final phase out of advertising cookies due in 2022, it’s really happening.

Demographic information is becoming less defined, with data only be available for Google Users who have turned on Ads Personalisation, meaning there is even more reason to make the switch to intent based strategies, as audience pools could look set to decline.

For Google Users who do turn on Ads Personalisation, we would recommend implementing Google Signals as part of your Google Analytics 4 setup – ensuring you can segment your audience effectively.

If you would like more information around how the death of cookies will impact your current targeting methodologies, please get in touch.