LAS VEGAS – Alphabet’s Google for years has worked to give advertisers notice that it would end support for tracking cookies in its popular Chrome browser amid increasing concerns about user privacy and data protection. Many consumer packaged goods companies have worked to prepare for a cookieless future by developing their own data resources.

“We’re trying to make sure that we insulate ourselves in a few different ways,” Jay Picconatto, global commerce lead at General Mills, whose household brands include Cheerios, Pillsbury and Betty Crocker, said in this interview at CES 2024. “First and foremost, we’re trying to make sure our first-party data network is as robust as possible.”

The food and beverage giant also is experimenting with contextual targeting, or reaching consumers based on what kinds content they read or watch. Contextual advertising has been around for decades, but is regaining greater significance as marketers seek more signals about people’s media usage.

“We’re doing a lot of testing in the world of places that cookieless is already there, so we know what we’re kind of in for in the future,” Picconatto said. “When we bring people in on a contextual basis, it tends to lend to a better conversation for us, and that tends to be a little bit more robust of a relationship we have with consumers in that world.”

You’re watching “Preparing For The End of Third-Party Cookies,” a Beet.TV Leadership Series produced at CES 2024, presented by TripleLift. For more videos from this series, please visit this page.